Checkout Optimization & Monetization
How we transformed a revenue-driven need into a modular, scalable payment infrastructure
Business Context
PicPay Empresas enables businesses to manage their sales within the ecosystem. However, the product faced a strategic challenge: increasing revenue within the payments vertical while expanding transaction capabilities for users.
My Role
As a Product Designer, I was responsible for:
Diagnosing the existing checkout and payment flow
Facilitating co-creation workshops with stakeholders
Defining the information architecture for the new system
Designing a modular checkout ecosystem
Aligning continuously with Product and Engineering teams
Problem
Payment transactions were limited to bank debit, which created user friction and dissatisfaction, especially due to the lack of alternative payment methods such as credit cards.
In addition, the checkout experience was constrained by structural and technical limitations, making it difficult to scale and evolve the product.
Research phase
Analysis of payment flows revealed significant UX inconsistencies and technical debt, limiting product scalability and the introduction of new payment methods.A competitive benchmark of payment experiences showed a clear market trend toward unified, reusable checkout systems, optimized for consistency and scalability. This insight helped reshape our product mindset from fragmented flows to a unified checkout strategy.
Key Problems Identified
Legacy architecture constraints
The existing system contained UX inconsistencies and technical limitations, requiring structural redesign to enable future scalability.
Lack of consistency across checkout experiences
Each product had a different checkout implementation, despite the need to support shared payment methods such as credit cards.
High cognitive load
Users were required to make multiple critical decisions within a single step, increasing friction. This was further amplified by unclear information architecture and poor hierarchy.
Hypothesis
By unifying the checkout experience under a consistent mental model and reducing both cognitive and technical friction, we would improve transaction fluency and user trust
This would lead to:
increased credit card adoption
improved payment conversion rates
higher revenue generation
Solution: Modular Checkout System
Core principles:
We proposed a modular, internal checkout infrastructure designed to be reused across multiple squads within the PicPay ecosystem.
Consistent experience across products
Reusability across teams
Reduced engineering duplication
Scalable payment architecture
System Architecture
The checkout was structured into independent modules, each responsible for a specific step in the payment journey:
Payment method selection
Data validation
Transaction authorization
Confirmation and feedback
This modular approach enabled continuous evolution without disrupting the entire system.
Impact
Results from the first quarter after launch:
+15,6%
increase in credit card adoption as a payment method
17%
of all bills started being paid via credit card
+16,8%
increase in revenue generated from the payment flow
By unifying the checkout mental model and addressing underlying technical debt in the payment flow, we transformed the experience into a predictable and familiar checkout journey.
This significantly reduced payment friction, driving a strong shift toward credit card adoption as the primary payment method. As a result, the product achieved a direct and sustainable uplift in revenue post-launch.
