Reducing credit card acquisition time by over 75% through Decentralized Digital Identity
How we redesigned the credit card application journey using bank-verified credentials, eliminating the need for existing customers to refill forms.
Overview
Problem
Solution
Role
Product Designer
Team
Developers, Product Owner, Scrum Master, Customer Journey Analyst, QA, UX Writer
Entry point
Post-Discovery Phase
Company
Bradesco
Year
2026
Impact
AVERAGE TIME
-76%
17 > 4 min
PREDICTED ADOPTION
4x
Conversion
MVP IN PRODUCTION
2025
+40k customers
My Contribution
I led the design phase following initial research; performed a comprehensive desk research of discovery artifacts to validate findings and ground the interface execution in proven user data.
As a Product Designer for the past 2 years, I bridged the gap between complex blockchain concepts and the bank’s Design System. I led the end-to-end design of the credential issuance and management flows, collaborating daily in an Agile/Scrum environment with POs, developers, and stakeholders. I also facilitated Design Critiques to ensure consistency and oversaw Value Perception Research, where the solution was validated by real users as a high-value alternative to traditional forms.
Research
To validate the proposed digital identity solution and understand how users navigate the experience, we conducted an exploratory qualitative study.
We interviewed eight participants who had recently applied for a credit card through the bank’s website. Each session lasted approximately 60 minutes and followed a semi-structured interview script that explored user expectations, navigation patterns and perceived value of the new flow.
Participants observed the facilitator navigating the prototype while providing instructions, reactions and feedback throughout the session. This moderated walkthrough helped us uncover friction points, misunderstandings and opportunities to improve the overall flow.
8
Customers who had completed the original workflow
Value
Focus on perception, not usability
Methodology
Exploratory qualitative research
Key user pain points
The research revealed several friction points in the existing card application process:
- Long and repetitive forms
Users reported frustration with the number of required fields. Completing the full form often took more than 10 minutes, increasing irritation and the likelihood of abandoning the process. - Authentication failures
When biometric verification failed, users felt uncomfortable and uncertain about the process. In many cases this interruption led them to abandon the application. - Loss of entered data
Participants described situations where the page refreshed unexpectedly and all previously entered information was lost, forcing them to restart the process. - Date selection difficulties
The calendar component made it difficult to select specific dates, particularly when navigating across years.
These findings reinforced the need to reduce form friction and streamline identity verification through reusable digital credentials.