Diin
Objetivos (Goals)
Diin is a micro-investment platform with the mission of turning Brazilians into savers. The idea is simple: you don't need to understand the complexities of the financial market, just save your money and watch it grow.
As Product Designer, I played an active role across the entire cycle, from discovery to delivery, helping to define metrics and analyze platform performance. One of the features I developed end-to-end was "Objetivos" (Goals). Throughout the process, I ran surveys to validate hypotheses and turned those learnings into design decisions, arriving at a version that truly captured the product's vision and objectives.
Role: Sr. Product Designer
Focus: Planning, Research, Facilitation, UI/UX, Metrics
"People with defined goals are motivated to save money."
Diin was born with the value proposition of helping Brazilians organize themselves financially. Investing in financial education was, therefore, a clear opportunity to add value to the product.
Several articles on financial education point out that people with defined goals are more likely to stay motivated to save. This evidence gave rise to our core hypothesis.
From there, we defined the focus question that would guide development:
"How can we encourage our users to save money and give them visibility into their progress?"
As an early-stage company, the business goal was clear: grow the customer base and engage them in the mission of saving, generating more perceived value in the app.
By analyzing heatmaps and navigation data, we identified that the income simulation section already offered strong evidence and insights to build on.
Sprint planning
With the hypothesis defined, we planned a sprint covering the tools and resources needed to discover and deliver the feature.
User interviews
The goal was to understand behaviors and mental models: how people organize themselves to reach a financial goal. At the end of each interview, we presented the "Objetivos" concept to gauge the level of acceptance.
Key insights:
Desktop research
We analyzed the most effective and user-friendly savings apps on the market, focusing on features such as budget tracking, savings goals, and comparison tools.
Personas
Based on the interviews and benchmarking, we built three personas grounded in the profile data we collected, an essential exercise to build empathy and stay connected to the user throughout the process.
We felt the need to establish principles to guide the product's decisions:
With the principles established and research insights in hand, I used a user-centered approach to design a streamlined flow. By reducing steps and simplifying the task, users could quickly understand the feature and start saving money right away.
After the flow was designed and internally validated, user testing confirmed key points that shaped the final version:
The result was a feature that combined simplicity of use with clarity of purpose, allowing users to quickly create a goal and track their progress transparently.
We mapped the entire flow to understand drop-off points, the types of goals created, transfer methods, and chosen frequencies. This data was essential for the feature's ongoing evolution. One of the key success factors we defined was transferring money right after goal creation.
With data collected over time, we evolved the feature across several fronts:
Working in a dynamic environment demands agility, planning, and constant alignment. When we hit obstacles that impact the schedule, we need to adapt and carry those learnings forward to better estimate future timelines.
Breaking down the execution of a complex feature into smaller deliveries helped the team gain speed and consistency throughout the process — a lesson I carried into the projects that followed.