TMB
Ecosystem
+104% revenue growth · 400K activated students · First mobile banking app for infoproducers
Project context
Rebrand of the ecosystem, mapping of the service blueprint, creation of a robust design system, redesign of legacy 2 web apps with AI enhancements, and design of 2 new mobile apps and 1 website.
Client
TMB is a FinTech startup with a platform business model that enables producers to sell their digital products through financing.
Segment
FinTech and EdTech, consumer credit applied to digital products
Stage
Early-stage startup, millions of USD transacted monthly, 0→1 plus redesign and rebrand
Business model
Two-sided platform (B2B2C), transactional revenue on financed volume
Target audience
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Producers: digital-product creators who want to sell in installments without carrying the credit risk.
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Consumers: students without access to traditional credit to buy coursesm architecture
Role
Product Design Lead, owning brand, design system, service design and product design across the ecosystem
Team
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CEO
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CMO
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PMO
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2 POs
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8 CXs
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Senior UX Designer
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Junior UX Designer
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Tech Manager
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Tech Lead
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6 Full-Stack Devs
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2 QAs
Stack
Figma, React, Next.js, React Flow, Tailwind, Shadcn, Power BI, Gemini
Period
Feb 2024 to May 2025
Brand
Challenge
A brand with no perceived credibility in a product that asks both sides for financial trust. Every designer carried their own visual language, so the products did not read as the same business.
Key actions
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Market research and competitive analysis
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Brand positioning, archetype and value proposition
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Visual and verbal identity applied across the ecosystem
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Rebrand rolled out product by product
Impact
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+104% revenue growth (2024)
Service Blueprint
Five interdependent products and departmental silos created invisible friction across acquisition, conversion, activation and retention. Nobody could see the journey end to end, and leadership was deciding without knowing where exactly it broke.
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User interviews run with the CX team
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Mapped entire user journey across all company departments (closer, success, product/retention, finance, etc.) and technological systems involved.
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Identified critical friction points, redesigned blueprint in collaboration with all areas, and prioritized 3 key improvement actions.
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Projected 65% revenue growth target
Design System
Architecting a design system while redesigning 2 web apps and designing 2 mobile apps and 1 additional web app, all aligned to the new brand.
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Token architecture (primitive, semantic, component) with light and dark themes
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Built on Tailwind and Shadcn, the stack developers already used, so design and front-end shared one source of truth
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Legacy styles updated directly in the front-end via tokens
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Documentation and governance for team-wide contribution
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Design and implementation up to 5x fasterucing time-to-market by 1-2 months maximum from ideation.
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1 to 2 months less time-to-market from ideation
Producer mobile app
Challenge
Port the key web features to mobile in 30 days, giving producers financial management in their pocket.
Key actions
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Benchmarking
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Prototyping with Design System
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Usability testing
Impact
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First mobile banking app for Brazilian digital-product creators launched
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Full prototype completed and validated in 15 days
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20% activation relative to the web app base
Producers were confused by the main menu and navigation flows, and had no visibility or control over delinquency in their own portfolio.
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Benchmarking
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User surveys and interviews
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User-journey mapping
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Information architecture
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Prototyping with Design System
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Usability testing
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+11,700 % increase in active Producers
Student web app
Challenge
Checkout is the moment the student signs the financing, and it is where risk enters the business. Identity fraud and credit granted to the wrong profile turned into delinquency months later. At the same time, every extra step costs conversion.
Key actions
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Checkout redesigned into precise, sequenced steps, each with a single verification purpose
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AI identity verification with Gemini: document OCR, selfie with document and liveness check
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Minor-age blocking and identity-consistency checks built into the flow
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Benchmarking, user interviews, journey mapping, prototyping on the design system and usability testing, with credibility and accessibility in mind
Impact
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+355 % uplift in student credit approvals
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400 k activated students using TMB financing
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37.10% conversion from request to settlement, at an average of 23.73 hours
Consumer renegotiation website
Challenge
Existing delinquency was handled by a manual collections and call-center operation: expensive, slow and low in effectiveness. Students already overdue had no way to resolve their own situation.
Key actions
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Self-service renegotiation flow, designed in 30 days
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AI-assisted collections integrated into the operation
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Benchmarking, prototyping on the design system and usability testing
Impact
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+35% higher collection effectiveness via AI
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+22% revenue after the AI collections rollout
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140M in invoices recovered
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87% reduction in average resolution time for overdue cases (2025)
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3,655 organic visits per month and 444 ranked keywords, with no paid media in average resolution time for overdue cases (2025)
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Significant cost reduction in manual collections and call-center workload
Full business impact
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Millions of USD transacted montlhy
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104% revenue growth (2024)
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35% higher collection effectiveness via AI (2024)
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140 M invoices recovered (2024)
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22% revenue boost after AI collections rollout (2024)
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87% reduction in average resolution time for overdue cases (2025)
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First mobile banking app for infoprodutores launched (2025)
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400k activated students using TMB financing (2025)
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Projected 65% revenue growth target (2025)
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