PicPay | Card — Victoria Pytel

Overview

PicPay Card competes for visibility inside one of Brazil's largest financial ecosystems. While it was a strategic product, the experience suffered from duplicated navigation paths, inconsistent hierarchy, and features buried under layers users never reached.

Cards wasn't just suffering from bad UX. It was an app within an app, and no visual polish would fix that without addressing the underlying architecture.

1One flat level. The card hub fanned out into seven destinations with no grouping or hierarchy.

Virtual card Adjust limit Settings More options All invoices Help center Refer friends

2Two doors, one room. "Settings" and "More options" were duplicate entries opening the exact same menu.

Settings More options

both open the same sub-menu

3…that buried everything. The sub-menu repeated items already shown above and hid the most-used actions among junk.

Discovery

Analytics showed that the most accessed features (invoices, card limit, virtual card) were buried under navigation layers that forced users to scroll and guess. The usage curve dropped off sharply past the first screen.

User interviews confirmed: people were navigating by memory, not by design. Features were placed based on what had been built last, not what users needed most.

4.6× more entries into the flat card hub than into the deep settings menu over a single month — yet the most-needed actions lived in the menu almost no one reached.

Card hub 512,615 entries

All invoices124,110

Settings duplicate entry86,851

Adjust limit duplicated52,594

More options duplicate entry23,420

Virtual card duplicated20,646

Help center7,794

Refer friends3,180

Settings menu 110,271 entries

My virtual card duplicated12,728

My data12,728

Adjust limit duplicated10,128

Auto debit8,587

Temporary block6,331

Unblock card2,485

Change password2,025

Card due date1,715

The framework: Enabler, Core, Discover

Rather than reorganizing screens one by one, a structural hierarchy was defined to guide every layout decision. Enabler, orientation layer at the top. Core, primary actions users consistently needed. Discover, future-ready space at the bottom.

Enabler

++ Visibility −− Interactivity

Top of the screen, always seen, rarely tapped. Pure orientation.

Core

++ Visibility + Interactivity

The reachable middle, seen and acted on. The primary actions live here.

Discover

− Visibility ++ Interactivity / Scrolling

Lower and scrollable, less seen, but where thumbs naturally roam.

Below the fold

−− Discoverability +++ Familiarity ++/−− Interactivity (depends on side)

Reached only by scrolling, a familiar pattern, but easy to miss.

Each layer earns its place by how seen and how reachable it is, architecture driven by intent and ergonomics.

What changed and why

Card overview

Card, balance, and limit moved to a permanent orientation layer, what users need the moment they open the screen.

Primary actions

Invoices, card limit, virtual card, not what the product wanted to promote, but what users consistently needed. Surfaced directly.

Discover zone

Space for new features and lower-frequency actions, designed to absorb future squad contributions without disrupting hierarchy above.

Navigation consolidation

Duplicated paths removed. One way in, one way out, reducing cognitive load and eliminating the "navigate by memory" problem.

Impact

+38%

Discoverability of top-used card actions, virtual card, limit, invoices

−28%

Navigation time to reach the most accessed features

−40%

Fewer steps across the core card journey after removing duplicated paths

Scalable

New PicPay products and features can now be introduced into the experience without disrupting the established hierarchy

PicPay | Card

Redesigning the card experience for clarity, discoverability and scale

Overview

Discovery

The framework: Enabler, Core, Discover

What changed and why

Impact

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