Dinie is a leading provider of embedded lending infrastructure in Brazil, empowering digital platforms to offer instant credit and B2B payment solutions to millions of merchants. As a freelance Product Designer for Dinie, I led the idealization and redesign of the company’s onboarding flow for business clients seeking fast, low-interest credit solutions.
The project involved simplifying a highly complex process—spanning personal and business registration, partner verification, and income declaration—into a clear, didactic, and transparent user experience.

Problems & goals

• The existing onboarding flow was complex, lengthy, and caused high drop-off rates.
• Users struggled with understanding the multiple steps, especially the business/legal requirements.
• The experience lacked transparency around what data was needed and why.
• The process generated a high volume of support tickets, requiring frequent manual intervention by the operations team.
• The goal was to reduce friction, improve trust, and increase completion rates by designing a clearer, more user-friendly onboarding experience.

Roles

• Conducted internal research with cross-functional team members to gather pain points and process bottlenecks.
• Analyzed both qualitative insights (from support, sales, and product) and quantitative data (conversion and drop-off metrics).
• Mapped the end-to-end onboarding experience and redefined the UX flow to minimize friction.
• Designed high-fidelity wireframes and UI screens aligned with Dinie's brand and accessibility standards.
• Created prototypes and led user testing sessions to validate flow clarity and usability.

Impact

• Reduced onboarding completion time by approximately **%, streamlining the process for small and medium businesses.
• Improved conversion rate across the onboarding funnel by **% after launch.
• Increased clarity and trust in the process, as reported in follow-up interviews with new customers.
• Empowered internal teams (sales, support, and devs) with a more modular and scalable onboarding framework.
• Laid the foundation for future improvements and A/B testing based on structured UX insights.

** under NDA