project
Neon Club, a reward feature for one of Brazil's main digital banks.
Neon primarily serves financially vulnerable workers, usually small business owners and service providers. Its mission is to provide an easy and accessible banking service so the working class has the means to progress financially.
business challenges
customers voice
We conducted exploratory research across Brazil by interviewing clients to understand their banking interactions and how it affects their daily lives. Our key findings:
1. Struggles in addressing basic needs like food, utilities, and gas.
2. They're interested in benefits to alleviate financial burdens.
The objective was to boost user adoption of Neon as their primary banking account and reduce churn.
The challenge was to create a feature that encourages Neon's users to use their bank account regularly.
info
Client
Neon Payments, 2023
Role
Product Designer
Team
Nalim de Moraes
Cátia Melo (UX researcher)
Leonardo Alvarenga (design lead)
Tools
Figma
After Effects
Lottie
guerrilla reserach
co-creating with customers
After the research results, we went through a focused approach, we initiated a collaborative process with them by running a rapid workshop with 12 people in real-life settings. This workshop enabled us to experience their everyday lives in an uncontrolled environment, free from biases, and understand their primary needs in terms of rewards and benefits. Then, we experimented and prototyped a solution based on the insights gained.
solution
empowering
costumers everyday
We wanted to offer something fast and useful to our customers, so we looked at different options and came up with a rewards program that gives customers perks if they complete certain tasks. We call it the Neon Club. Members can get discounts and free items at places they use every day, like grocery stores, restaurants, and gas stations. To make sure our idea was good, we made a test version of it and tried it out. The test showed that it had a positive effect. Our customers made 5% more transactions, and their average account balances went up by 4.7%. This means our customers are more interested in our services and are using them more often.
the design
quick, simple &
made for everybody
Empowering non-tech-savvy users is our top priority. We've developed a simple and accessible feature that enables them to receive discounts with ease. With just three taps, our users can complete the entire process and enjoy the benefits of Neon Club.
Neon was updating its design system team to create a new look. This redesign allowed us to contribute to the development of a 'visual model' that reflects Neon's evolving aesthetic. The new design features curved lines and subtle colours, making it look modern and friendly.
information architecture
using data to
build features
The Neon Club rewards program uses an API-based rewards platform for efficient voucher collection from partnered stores. Although the API allows for quick feature launch, it limits flow customisation.
With the existing limitations, we have decided to prioritize enhancing the user experience by refining the Main Screen. Our goal is to make it as intuitive and user-friendly as possible.
user interface
making users
confident with the new
In our research, we identified that customers were hesitant to use new features because they were worried about unexpected costs. To help these customers, we improved our process for introducing features. We now use GIFs to explain how features work. This makes it easy for customers to understand how the features work, and they feel more confident using them without worrying about extra charges.
mistakes and learnings
Reflecting about
the process
01
Decision making and negotiation
When I built features from scratch, decision-making and negotiation were key. We analysed the potential impact of different paths to balance business objectives with client value propositions. We also worked extensively to identify future issues and gaps to prevent theft and fraud. This required collaboration with the legal, fraud, and structuring teams, as well as conducting numerous product tests.
02
Striving for a higher design quality standard pays off
Neon Club faced a challenge during its design phase. The team was not allowed to create new resources, but the old system was limited. They convinced leadership to change their decision and created new components and tokens. The new design system and onboarding animations were implemented across all teams. The lesson learned: insisting on delivering the best is worth the effort.