All versions of the app (2018 - 2021)
All versions of the app (2018 - 2021)
My role in the evolution of the Méliuz App
In 2018, the Méliuz app accounted for just 5% of the company’s R$44 million annual revenue, while the website made up the other 95%. I joined the design team with the challenge of building version 2.0 of the app, improving the cashback experience across both platforms as the company formed its digital product team (engineering, product, growth, and design).
From 2018 to 2021, the app went through several iterations, driven by a strong A/B testing culture and a focus on business performance. In 2019, Méliuz took its first steps into financial services with gift cards and mobile top-ups via in-app checkout. I led the design of these experiences, focusing on retention and usability. In 2021, the year of the company’s IPO, I took on the design leadership of new financial products: credit card, digital account, bitcoin, and insurance. The app became the core of Méliuz’s value proposition, evolving from a cashback tool into a full financial platform.
By 2024, Méliuz had 38 million registered accounts and R$364 million in revenue. Today, the app generates 67% of the company’s revenue, surpassing the website and browser extension, which account for the remaining 33%.
Expansion into financial products
Expansion into financial products
Discovery
We analyzed key players in Brazil’s financial and shopping markets, identifying target audiences, design patterns, navigation flows, and UX strengths and gaps. We also interviewed internal users to assess interest and acceptance of financial products.
Design
We mapped the full user journey—from onboarding to online purchases and financial transactions—focusing on an intuitive experience. I led wireframing for all app flows before visual design, aligning with stakeholders and running usability tests to validate and refine the experience.
Delivery
As Méliuz transitioned from cashback to fintech, we updated its visual identity to reflect this shift while keeping brand familiarity. We chose clean colors and typography to ensure clarity and ease of use. The final product integrated shopping and financial services—like credit cards, digital accounts, and cashback—into one seamless, intuitive experience.
