UX Writing case study focused on simplifying a complex onboarding journey for a digital financial product.
Originally developed in May 2024 as the final project for the UX Writing na Prática program.
This project was developed as the final assignment for the UX Writing na Prática course, delivered by Alê Periard and Jailma Souza through a partnership between The Starter and the UX Writing Club.
The challenge was to apply UX Writing, usability, and content design principles to improve an existing digital product.
I chose to redesign the onboarding experience of Palmeiras Pay, a financial services app created by Palmeiras Football Club that offers debit and credit cards, along with exclusive benefits for fans such as discounts on match tickets and club merchandise.
As both a football fan and a potential customer, I was personally interested in applying for the card because of the ticket discounts offered to supporters.
However, despite multiple attempts, I never completed the onboarding process.
The main reasons were:
These frustrations led me to investigate whether other users might be facing similar challenges.