Payroll Credit Platform · Product Designer · 6 months
Credcesta is Banco Master's payroll credit platform, aimed at public servants. The product is distributed through a network of banking correspondents across the country, where consultants attend customers directly at partner agencies — a business model that requires attention to both the digital experience and the in-person journey.
I took on as Product Designer the challenge of understanding and redesigning the Credcesta experience end-to-end. The product had potential, but showed inconsistencies that compromised both internal operations and customer satisfaction. The starting point was the field: I conducted interviews directly at banking correspondent agencies, observing the service and listening to the public servants using the product every day.
I combined three data sources to build a complete view of the experience: pre-existing Customer Service Center data, Apple Store and Google Play reviews, and qualitative field interviews with real customers. With this mapping, I developed the complete Service Blueprint — documenting all customer touchpoints and the internal flows of each department. Beyond analysis, I facilitated workshops with multi-sector teams to identify operational bottlenecks and align the service redesign around the central objective: better service and a better experience for customers.
Data from Customer Service Center and stores
• Main reasons for contacting support
• Apple Store and Google Play ratings
• Recurring complaints by category
• Most accessed features
• Drop-off points in user flows
Interviews at banking correspondent agencies
• Difficulty understanding contract status
• Unintuitive simulation flow
• Lack of clarity on installments and discounts
• Dependence on consultants for simple tasks
• Audience with low digital familiarity
• High trust in the product
With personas defined and key pain points mapped, I developed the new Credcesta Design System and worked directly with developers on the component update. The new interface was built with accessibility as a core requirement: the features most used by public servants became the most accessible, reducing dependence on consultants for simple tasks and making the product more autonomous for an audience that often has less familiarity with digital platforms.
The Credcesta redesign resulted in a more consistent experience for public servants, with the most-used features highlighted and more intuitive flows that reduced dependence on in-person service. Internally, the Service Blueprint and team workshops brought greater alignment between departments — reducing the operational bottlenecks that directly impacted customer service quality.
