Building a bank from zero — product, team, and culture
BTG Pactual | 2020–2022 · Design Manager
Zero-to-one launch of a digital banking platform for high-income retail customers, in one of the most competitive fintech markets in the world — against Nubank, Itaú, and Inter.
From a team of three to a high-performing design organization of over ten designers, we positioned design as a competitive advantage — driving retail growth and supporting BTG’s expansion into the mass market.
When BTG Pactual decided to enter the retail banking segment, there was no product, no design team, and no process. The competitive landscape was unforgiving: Nubank had already redefined expectations for digital banking UX; incumbents like Itaú and Santander had scale; Inter had a loyal base. Entering this market required more than a good interface — it required a differentiated proposition, a resilient team, and a way of working that could scale under pressure.
0 → 1
From concept to incremental developmen: I helped integrate Product and Engineering into a shared design process, contributed to strategic decisions about product direction, and ensured the team was built to improve continuously — not just ship features.
Design leadership from first principles
I joined at the discovery phase and stayed through to launch and scaling — responsible for building the design practice alongside the product itself. Also, I led a team that grew to 17 designers, establishing governance, process, and culture from scratch. My mandate was broader than craft.
Craft and experience framing
What do we envision for our product?
PFM
Learning-driven engagement that respects privacy. Insights appear only when relevant — never intrusive.
Social
Finance as a shared journey, not a solo task. Social signals turn money into collective progress and support.
Invisible
The best experiences don’t interrupt — they adapt. Contextual intelligence that works quietly in the background.
Anatomy and Visual examples
As designers, we take great pleasure in witnessing the final outcome in the hands of the users. Below, I present some examples (which have been modified for demonstration purposes). Enjoy it!
The concept of flat and minimalist design has evolved due to user preferences. The introduction of the Z-axis has been employed to enhance the usability of floating menu buttons. Although this deviates from the original design intent, it has become a necessary adaptation to meet user needs effectively.
Design overview
Embrace the disposition of being discreet, social, and empowering in assisting customers with their financial well-being.
Product vision
Product vision is not declared — it is earned over time. Built by nearly 300 professionals, shaped by real usage, not assumptions.