Rafa - Product Designer

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About

Work

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RappiCard Payment Home

2024 - 2025

Product Designer

RappiCard Design Team

The challenge was to redesign the Payments Home into a clear, guided, and scalable experience that helps users make better financial decisions, reduces operational doubts, and simultaneously drives key business metrics such as conversion, product adoption, and NPS.

Designing the Psychology of Credit Card Payment Choices

Payments aren’t just transactions — they’re moments of decision, emotion, and trust.

3 min read

Brief

RappiCard’s Payments Home previously worked mainly as a transactional endpoint, offering limited clarity around key dates, payment options, and financial consequences.   

This resulted in user confusion—especially among new or less experienced users—high friction during the payment flow, and missed opportunities for debt prevention and financial product cross-selling.

Key Pain Points

Confusion between billing date and payment due date.

Lack of transparency around amounts, interests, and consequences of each payment option.  
Low level of personalization and contextual guidance.  
Complex navigation, particularly for SPEI-based payments.

Improvement
Opportunities

Visually clarify billing cycles and key dates.  
Explain and properly prioritize payment options.  
Guide users through contextual, data-driven recommendations.  
Build a modular and scalable information architecture.  
Connect the payment moment with relevant financial products.

Design Process

Research & Insights

Consolidated historical research (2022–2024), payment behavior analysis, SPEI studies, and benchmarks across fintechs, traditional banks, and references

Definition

360° workshop with Product, Design, Engineering, and Leadership stakeholders aligned pain points, opportunities, and priorities.

Ideation

Solutions focused on clarity, financial education, and scalability. Concepts such as contextual payment suggestions, and a modular structure were explored.

Iteration & Validation

Iterations were developed with continuous feedback from design, product, engineering, and users, refining copy, visual hierarchy, and critical flows.

Handoff

Final screens were delivered ready for implementation, including segmented user states, reusable components, and detailed handoff documentation.

Final solution

Explain and properly

prioritize payment options.

Visually clarify billing

cycles and key dates.

Guide users through

contextual, data-driven

recommendations.

Build a modular and scalable

information architecture.

Connect the payment

moment with relevant

financial products.

Impacted metrics

CLABE usage

Sustained & Increased

Payment transaction volume and received amounts.

Payment transaction

Sustained & Increased

Payment transaction volume and received amounts.

Relational NPS

Improved

Improved relational NPS for Payment Methods.

Customer contact

Reduced

Customer support contact related to payment dates

Cross-selling

Increased

Cross-selling of financial products as Installments & Differed Debt.

Payment amounts

New Insights

Shifts in user preference across payment amounts.

Learning &
growth

This project strengthened my role as a Product Designer beyond UI execution, leading discovery processes, cross-functional facilitation, and decision-making with direct business impact.

I learned to design scalable systems—not just screens—and to connect UX decisions with real metrics.

Takeaways

Financial clarity is a form of user care.

The payment moment is a critical product and business opportunity.  
Designing with context and data reduces friction and improves decision-making.  
Scalability should be considered from the very first design iteration.