HS

Hello, I'm Helen Souza.
Product designer based
in São Paulo.

formerly Will bank, PicPay and Catho

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My Work.

I help teams make better product decisions through user insight, data and thoughtful product craft.

Reducing Contact Rate in a Financial Product

Reduced Contact Rate in a financial product by improving self-service decision flows and making non-credit users economically sustainable.

Role

Led problem framing and prioritization using research and data, designing and validating solutions through experimentation.

UX ResearchProduct Strategy

Workflow

1
Data analysis

Identify the most frequent contact drivers and their impact on the business

2
Qualitative research

Review and categorize support tickets and conduct interviews to understand the underlying problems

3
Ideation

Frame the core problems and collaborate with the team to explore the most effective solutions

4
Experimentation

No big ideas but a loop of small, fast experiments to reduce risk, validate assumptions and improve outcomes

5
Learn & iterate

Analyze results, refine the solution and repeat the cycle

New help center with categorized FAQs

More stuff at Will bank: Using motion to create a Positive Banking experience

Background.

I have a background in product and strategic design and have built my career working on complex digital products, particularly in financial and data-driven environments.

Over time, my role evolved from execution to supporting and leading product decisions, combining user insight, research, data and product craft to reduce uncertainty and create more effective experiences for both users and the business.

Lets build it together?