Discover more of my work
Take a glimpse into how I've crafted innovative solutions and brought meaningful experiences to life. Uncover the stories behind each creation and explore the boundless possibilities of design.
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Magnetis, an avant-garde purveyor of financial solutions, empowers individuals to sculpt enduring investment strategies. By leveraging intricate algorithms, the company forges diversified, cost-effective portfolios meticulously tailored to suit the nuanced profiles of each investor. In the digital realm, clients seamlessly engage in online investments, watching their assets burgeon as Magnetis orchestrates their financial sojourn.
Magentis, a vanguard startup from Brazil, was founded in 2012 by Luciano Tavares and specializes in financial solutions, empowering individuals to sculpt enduring investment strategies. Harnessing intricate algorithms and AI, the company forges diversified, cost-effective portfolios tailored to the nuanced profiles of each investor. Notably, Magnetis has attracted significant investments from prominent players like Swiss wealth manager Julius Baer, Brazilian venture capital firm Monashees, Redpoint Ventures, and Vostok Emerging Finance. Within the digital arena, clients seamlessly engage in online investments, watching their assets flourish as Magnetis orchestrates their financial journey.
At the helm of Magnetis' design endeavors, I orchestrate digital experiences that harmonize intricate financial paradigms with user-friendly interfaces. My design alchemy straddles aesthetic allure and seamless functionality, ensuring each interaction imbues not just ease, but also confidence in financial ventures.
Beyond spearheading the "A-ha" squad, which was dedicated to addressing pivotal touch-points within the user's investment journey, I also took the helm of a multifaceted design team. This talented ensemble encompassed various specialized roles, including product designers, adept UX writers, meticulous UX researchers, and visionary visual designers. Within this dynamic environment, my role extended far beyond design execution.
In addition to the team's internal dynamics, my purview extended to high-level collaboration. I engaged directly with the esteemed directors of both the product and engineering domains. This engagement fostered a bridge between creative innovation and technical feasibility, ensuring alignment between design aspirations and real-world implementation. My role as a conduit between these spheres amplified the efficacy of our design-driven initiatives, creating a seamless fusion of creativity and practicality.
The intricate realm of finance is perennially daunting, especially in Brazil, where financial literacy struggles and most grapple with modest incomes. Magnetis undertakes the challenge of unraveling finance's complexity, streamlining investment choices through proprietary algorithms. Our ambitious task: distill this financial paradigm shift into digestible concepts, transforming the financially uninitiated into loyal clients.
In the key result spearheaded by my team, we took on the challenge of addressing a persistent decline in conversion rates that had spanned several consecutive months. This decline specifically affected the journey from the initial reference signup interface to the pivotal stage of account opening. Our overarching goal was to substantially elevate the conversion rate from its existing 32% to a remarkable 50%. Achieving this milestone not only aimed to counteract the prolonged downward trend but also aimed to mark a significant positive inflection point, heralding a shift in the trajectory of this metric that had been lingering in the red for the past months.
Dashboard showcasing the previous decline on conversion from January to March. After implementation of first experiments, conversion went up for the first time, reaching 54.6%.
Problem statement: Potential investors require a solution to guide them through their first investment on the platform due to insights indicating that many sign-ups fail to complete their initial investments.
Guided by meticulous strategy, I embarked on a two-fold exploration. First, I dived into our lead database, mining latent queries. Concurrently, a meticulously curated audience emulating our target persona was handpicked. This audience served as our compass, steering our research toward granular pain points. This twin-pronged approach crystallized insights, birthing hypotheses poised to reshape the landscape.
Conducted through one-on-one interviews and detailed surveys, the comprehensive study, facilitated by our adept research team involded more than 300 participants. This audience, was thoughtfully selected to mirror our potential users, and unveiled a treasure trove of insights.
Questions put to interviewees in an attempt to understand the important aspects of making an investment.
Key revelations emerged, spotlighting pivotal investment considerations:
This endeavor also involved a systematic analysis, collaborating closely with internal stakeholders and our dedicated customer support team. In addition, a comprehensive categorization of tickets on the Zendesk platform was conducted, adding depth and context to our findings. Within this intricate web of data, two standout revelations emerged:
The chart was set up after analyzing and categorizing support tickets according to the most relevant topics according to the users themselves.
Fueled by a mosaic of insights, I harnessed the Opportunity Tree Solution framework—a model championed by Teresa Torres, a doyenne in design strategy. This model crystallized testable hypotheses, fueled by collaborative brainstorming sessions with the Product Manager and Tech Lead.
Utilizing How Might We's together with the team, to connect points of frustration and possible opportunities and solutions in our ideation.
This convergence of minds birthed potent avenues for experimentation.
As hypotheses converged, a visionary path materialized: a dedicated exploratory enclave for non-registered users. This digital alcove adroitly navigated lingering doubts, meticulously addressing concerns such as fee structures, mechanics of objective-based investing, and the core of our product array. This initiative metamorphosed hypotheses into experiential realities.
Each experiment also had its own metrics and we could analyze each user interaction funnel with each of the paths taken, step by step.
The new non-logged freemium experience empowered users to delve into the company, platform, and goal-based investment processes. This exploration was underpinned by AI-driven decision-making.
Our strategic initiatives, meticulously crafted from insights and nurtured through collaboration, yielded profound transformations. By embracing innovative solutions and refining our user experience, we achieved exceptional outcomes that not only surpassed expectations but also ushered in a new trend of financial engagement and growth for the company.
An orchestra of gratitude reverberates for my ingenious teammates, specially Juarez Lencione our Product Manager, Igor Marques our Engineer Manager, and our amazing developers Victor Heringer, Pedro Cerdeirinha, and Alysson Lopes, who architected the paradigm shift. Their prowess harmonized vision with execution, crafting this transformative saga.
Take a glimpse into how I've crafted innovative solutions and brought meaningful experiences to life. Uncover the stories behind each creation and explore the boundless possibilities of design.
