Credit card landing page of Meutudo
Context
Meutudo is a Brazilian fintech that provides digital access to credit, mainly focused on payroll loans (consignado), FGTS advances, and financial services for workers and retirees.
+ 19M customers nationwide
+R$ 20 Billion billion in loans originated
After joining Meutudo’s INSS product team in 2024, I was assigned to lead the design of the Consigned Credit Card, a new product aimed at retirees and pensioners. The card offered several benefits, including cash withdrawals from the credit limit, cashback, life insurance, pharmacy discounts, and significantly lower interest rates than traditional credit cards.
The initiative was part of Meutudo’s strategy to expand its product portfolio, reach new customer segments, and strengthen its competitiveness in the financial services market.
The problem
A quantitative research study revealed that a significant share of customers were abandoning the Consigned Credit Card sign-up journey, mainly because they didn't understand how the product worked, which made them feel unsafe to proceed.
The challenge was clear: redesign the landing page to communicate the product more effectively and reduce cognitive friction along the journey.
Based on the identified hypotheses, I created two additional landing page variations to explore different design approaches and potential benefits.
Tabs
Design hypotesis
Organizing content into named sections, Advantages, How to use, Rates, would let users navigate directly to what matters most to them, reducing cognitive overload by revealing one category at a time.
Pros
- Familiar pattern widely used in financial apps
- Allows users to self-direct and skip irrelevant content
- Keeps the screen clean and less overwhelming
- Supports users with specific questions (e.g. rates)
Carousel
Design hypotesis
A horizontal card carousel would present each benefit as a self-contained, scannable unit, encouraging progressive exploration without requiring the user to tap through tabs or scroll a long list.
Pros
- Each card focuses on a single benefit, reducing distraction
- Swipe gesture is intuitive for mobile-first users
- Visual hierarchy draws attention to the key differentiators
- Encourages exploration without hiding information behind interactions
List
Design hypotesis
A straightforward vertical list of benefits, the existing production version, would serve as the baseline. The hypothesis was that displaying all benefits at once without interaction might be the clearest format for older audiences.
Pros
- No interactions required, everything visible on scroll
- Works well for users who prefer reading top to bottom
- Proven pattern, already live in production
- Easier to scan all benefits in a single glance
How the test was conducted
In collaboration with the research team, I chose an unmoderated quantitative comparative test via Maze, ensuring natural, unbiased responses from real customers.
Who took part in the test?
The audience reflects the product's real target group: Brazilian social security (INSS) beneficiaries, mostly retirees and pensioners.
Tabs vs. Carousel vs. List
Each participant viewed all three versions in random order, navigating them freely before rating each one on a 1–5 scale.
Variant X
Variant Y
Variant Z - Current version
Main findings
The version chosen by customers
Based on quantitative scores and qualitative feedback, the Carousel (Variant Y) was the most effective design. It led across every dimension: comprehension, usability, purchase intent, and perceived information quality.
Continuity plan
With the validation phase complete, the team moved forward with implementing the identified improvements across the full sign-up journey while tracking key metrics to evaluate their impact on user behavior and conversion.
