Leading a Strategic Pivot: From Banking App to Commerce Powerhouse
When EBANX needed to transform its international account into a growth engine, 4L Design was brought in to lead the strategic pivot. We defined a new product vision: EBANX Go, a mobile app focused on smart shopping and cashback rewards at major retailers like SHEIN, Shoppee, and AliExpress.
Leading a full-stack design team of 7, we overhauled the entire user journey, developed bold visual concepts, and established a data-driven culture by designing a comprehensive A/B testing framework. Our work validated the new direction, successfully turning a utility product into an engaging, daily-use shopping companion, and landing page—that truly serves its community, proving that a small, focused team can deliver profound impact.
Leading a full-stack design team of 7, we overhauled the entire user journey, developed bold visual concepts, and established a data-driven culture by designing a comprehensive A/B testing framework. Our work validated the new direction, successfully turning a utility product into an engaging, daily-use shopping companion, and landing page—that truly serves its community, proving that a small, focused team can deliver profound impact.
Role
Design Consultant and Leadership
Deliverables
Manage Allocations, Lead Design Review and 1:1. Design Concepts and Strategies
Team
Head of Product, Product Designers, UX Research, UX Writer, and Developers
Prepaid Card & Cashback: Balancing Growth with UX Challenges
Designed to attract and retain users, this prepaid card + cashback product successfully onboarded 51,437 new users and drove meaningful TPV (Total Payment Volume) and profit growth. However, post-launch insights revealed key UX friction points that impacted satisfaction and adoption.Key Highlights
Strong Acquisition: Successfully onboarded 51,437 new users, proving market demand.
Revenue Impact: Contributed to measurable TPV and profit growth (specific metrics available upon request).
Identified UX Pain Points
• Misaligned Interface: The UI did not clearly communicate the product’s value proposition, leading to user confusion.
• Hidden Offers: Cashback rewards were difficult to discover, reducing engagement.
• Cumbersome Onboarding: Account creation required excessive steps, increasing drop-off rates.
• Missing Notifications: No centralized hub for tracking rewards or transactions, hurting retention.
• Low App Ratings: Reflected user frustration (iOS 2.9 ★ | Android 2.7 ★).
Strong Acquisition: Successfully onboarded 51,437 new users, proving market demand.
Revenue Impact: Contributed to measurable TPV and profit growth (specific metrics available upon request).
Identified UX Pain Points
• Misaligned Interface: The UI did not clearly communicate the product’s value proposition, leading to user confusion.
• Hidden Offers: Cashback rewards were difficult to discover, reducing engagement.
• Cumbersome Onboarding: Account creation required excessive steps, increasing drop-off rates.
• Missing Notifications: No centralized hub for tracking rewards or transactions, hurting retention.
• Low App Ratings: Reflected user frustration (iOS 2.9 ★ | Android 2.7 ★).
An Onboarding Experience Designed with Care
To stay competitive, we reimagined our product as a shopping-first app, enhancing the experience of buying and earning cashback—making rewards effortless, not just an afterthought.
Our Approach - Turn the product to a Shopping App
User-Centric Discovery
Conducted in-depth interviews to uncover pain points and opportunities.
Collaborated with PMs, Marketing, Tech, and Growth teams to align on strategy.
Rapid Iteration
Moved quickly from insights to sketches, then high-fidelity prototypes.
Focused on simplifying the cashback journey while boosting shopping engagement.
Key Improvements
• Streamlined Purchasing: Reduced steps to buy + earn cashback.
• Clearer Value Prop: Made rewards visible at every stage.
• Faster Discovery: Improved navigation to featured deals.
Our Approach - Turn the product to a Shopping App
User-Centric Discovery
Conducted in-depth interviews to uncover pain points and opportunities.
Collaborated with PMs, Marketing, Tech, and Growth teams to align on strategy.
Rapid Iteration
Moved quickly from insights to sketches, then high-fidelity prototypes.
Focused on simplifying the cashback journey while boosting shopping engagement.
Key Improvements
• Streamlined Purchasing: Reduced steps to buy + earn cashback.
• Clearer Value Prop: Made rewards visible at every stage.
• Faster Discovery: Improved navigation to featured deals.
Redesigning the Prepaid Card Experience: Data-Driven Results
The Approach - We executed a rigorous 3-phase testing roadmap, combining user interviews with A/B testing to validate our new UX direction. This iterative process ensured every design decision was informed by real user behavior and feedback.
Key Achievements:
• User Validation: 72% of testers provided positive feedback on the redesigned UX/UI
• Business Impact: Generated R$423.8K in additional profit from 3,701 incremental purchases
• Quality Recognition: Earned stellar app store ratings (4.1 iOS, 4.3 Android)
User Insights Driving Future Development:
• High demand for additional deposit methods
• Clear preference for simplified financial workflows
Why This Matters:
• This project demonstrates how combining:Phased experimentation
• Direct user feedback
• Measurable business outcomes
Key Achievements:
• User Validation: 72% of testers provided positive feedback on the redesigned UX/UI
• Business Impact: Generated R$423.8K in additional profit from 3,701 incremental purchases
• Quality Recognition: Earned stellar app store ratings (4.1 iOS, 4.3 Android)
User Insights Driving Future Development:
• High demand for additional deposit methods
• Clear preference for simplified financial workflows
Why This Matters:
• This project demonstrates how combining:Phased experimentation
• Direct user feedback
• Measurable business outcomes
