Design and Data Strategies to Enhance the Web Experience

Design and Data Strategies to Enhance the Web Experience

GuiaBolso was a fintech platform operating as both a consumer-facing app and a SaaS (Software as a Service) financial data provider, serving over six million users and pioneering Open Finance in Brazil. While the mobile app remained a usability benchmark, the logged-in web experience had fallen behind. This project focused on modernising the web interface, improving navigation and clarity, and using data insights to increase engagement and support business outcomes.

GuiaBolso – Fintech

  • Industry

    Fintech, SaaS (Software as a Service), Financial Data Platforms

  • Duration

    2020–2021 — 7 months

  • Tools

    Figma, Hotjar, Google Analytics, Adobe Suite, Office Suite

  • Team

    Product Manager, Front-End Developer, Software Engineer, Software Architect, Agile Coach, Design Ops, Marketing

My Role
UX Designer, UI Designer, Design System Designer

Problem
Outdated layouts, limited responsiveness and fragmented design standards reduced trust and usability on web. The lack of a web design system and low conversion rates for B2B financial products highlighted the need for a scalable, data-driven redesign..

Outcome
The redesigned web platform improved usability, consistency and accessibility. A new web design system supported scalable delivery, increasing conversion by 20 percent and improving usability metrics by 35 percent.

Desktop screens 1 Desktop screens 1[+]
Desktop screens 2 Desktop screens 2[+]
Mobile screens Mobile screens[+]
Design System Design System[+]
Hotjar insights Hotjar insights[+]
After After[+]
Before Before[+]

Design Process

Discovery & Data Review
+

I analysed usage patterns in Google Analytics and Hotjar, mapped the main journeys, and aligned with stakeholders on goals, constraints, and success metrics.

Flows & Navigation
+

I restructured information hierarchy and redesigned key flows to reduce friction, improve clarity, and support product discovery within the logged-in area.

UI Modernisation
+

I created a modern visual direction and applied it to priority pages (login, sign-up, accounts, cards), ensuring accessibility, consistency, and responsiveness.

Web Design System
+

I built a component library and guidelines to standardise UI, accelerate delivery, and enable scalable improvements across the web product.

Testing & Iteration
+

I monitored behaviour with Hotjar, validated usability via feedback loops, and iterated based on insights to improve engagement and conversion opportunities.

Challenges

  • Outdated UI and inconsistent patterns across the logged-in area

  • Balancing usability improvements with business goals (financial product conversion)

  • Need for scalable standards to support multiple teams and continuous evolution

  • Low B2B conversion

Key Insights

  • Data-informed UX helps prioritise what truly affects engagement and conversion

  • Modernising UI is not just aesthetics — it reduces friction, improves trust, and supports decision-making

  • Design systems accelerate delivery and create consistency for products with long roadmaps

  • Behaviour tools like Hotjar reveal gaps that metrics alone may not explain

Results and Reflections

The project modernised GuiaBolso’s web experience and improved clarity across priority pages, supporting both usability and business performance.

By combining UX decisions with behavioural data, we identified friction points and addressed them iteratively, strengthening user confidence and making product discovery more intuitive.

This work reinforced how scalable UI standards and data-informed design processes accelerate long-term improvements in complex SaaS platforms.

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