Phase 02 — Product Discovery
HITLs #2–#6 Approved PO + Designer + PM 🇧🇷 PT

Phase 02 — Product Discovery

Prioritized opportunities, insights, hypotheses, prototypes, structured backlog and risk assessment.

Opportunities Prioritized for MVP

10 opportunities selected (from 15 mapped), organized in 3 pillars:

MVP Narrative
3 pillars: (1) ENTRY — fast onboarding + immediate value + web-first communication; (2) DAILY USE — Pix in browser + bills + secure virtual card; (3) INTELLIGENCE — categorized statement + radical transparency + perceptible security.
OppDescriptionKRScore
opp-01Professionals forced to use mobile breaking work flowKR-0127.0
opp-11Hidden fees and confusing languageKR-0424.0
opp-04Long, bureaucratic onboarding with document validation failuresKR-0222.5
opp-13Pix on computer impossible/bureaucraticKR-0522.5
opp-05No immediate value post sign-upKR-0218.0
opp-10Insecurity about online computer operationsKR-0414.4
opp-06Users don't understand the differentiated web-first propositionKR-0214.0
opp-14Manual and fragmented bill managementKR-0512.8
opp-15Granular security for online purchases (virtual card)KR-0512.8
opp-02Don't understand where money goes without manual categorizationKR-019.3

Insights and Hypotheses

7 Key Insights

INS-01 — High confidence
Universal web experience gap is the largest available competitive differentiator
All 6 competitors (Nubank, Inter, C6, PicPay, Mercado Pago, Neon) are 100% mobile-only or have extremely limited web. The web interface must be natively designed for 1280px+ screens, leveraging information density, keyboard shortcuts, and multitasking.
INS-02 — High confidence
Absence of financial intelligence in statements is an unmet gap
No competitor offers automatic categorization or proactive insights in statements. Users resort to third-party apps (Organizze, Mobills). The statement must be a "financial intelligence panel", not a chronological list.
INS-03 — High confidence
Onboarding is the critical conversion moment
Time-to-first-action <2h generates 3x more activation. Onboarding must be progressive: minimum fields to create account, first guided action in <2 minutes, progressive feature disclosure.
INS-04 — High confidence
Perceptible security is a prerequisite for trust in a new bank
Every financial operation must have explicit visual security feedback: protection seals, graduated confirmations by value, visible access history, granular virtual card controls.
INS-05 — High confidence
Radical transparency is an emotional differentiator against incumbents
Every transactional screen must show a complete cost breakdown before confirmation. Colloquial and direct language, never legal jargon.
INS-06 — High confidence
Pix on desktop is the most demanded transactional feature
No competitor offers a fluid web Pix experience. Desktop Pix must be as fast as on mobile, optimized for keyboard (tab between fields, Enter to confirm).
INS-07 — Medium confidence
Payroll cycle as organizing axis is a differentiator
All competitors organize statements by calendar month, ignoring that the real financial cycle of a salaried worker goes from payday to the next. Dashboard must offer payroll cycle view.

10 Hypotheses Generated — 4 Selected for Prototyping

IDHypothesisOppsStatus
H1Web-First Financial Dashboard with Payroll Cycle Viewopp-01, opp-02, opp-06Selected
H2Progressive Onboarding with Immediate Value in 3 Stepsopp-04, opp-05, opp-06Selected
H3Desktop Express Pix — Transfer in 3 Clicks with Shortcutsopp-13, opp-01Selected
H4Smart Statement with Automatic Categorization and Insights Panelopp-02, opp-01, opp-11Selected
H5Transparency Center — Visual Cost Breakdownopp-11, opp-10Built into H3/H4
H6Virtual Card with Granular Controlsopp-15, opp-10Cycle 2
H7Bill Center with Visual Status and Alertsopp-14, opp-11Next iteration
H8Perceptible Security — Protection Panelopp-10, opp-15, opp-13Built into H3/H4
H9Command-Palette Web-First Layout with Keyboard Navigationopp-01, opp-06Post-MVP
H10Smart Web Notifications as Re-engagement Channelopp-01, opp-10Delivery

Synthetic Personas

5 personas representing the 4 market segments. Built by triangulation of IBGE, FEBRABAN data, public reviews and behavioral analysis.

P-01 — Primary Persona (MVP)
Marina Oliveira, 28 — Digital Marketing Analyst

Segment: Young Salaried Professionals | Income: R$5,200/month (CLT) | Payday: 5th

Context: Spends 8–9h/day at computer. Uses Nubank + BB (salary account). Makes 8 Pix/week, always interrupting work to pick up her phone.

Frustrations: Must grab phone for every Pix. Doesn't know how much she spent on food that month. Bank summary organized by calendar month, not payroll cycle. Gave up on manual finance tracking apps.

Goals: Operate the bank without leaving the computer. Understand where money goes effortlessly. Know how much she can spend until the next paycheck.

"I know I earn well for my age, but by the 25th I'm already counting down to next payday. If at least I could see my expenses in an organized way..."

Insights: INS-01, INS-02, INS-03, INS-07 | KRs: KR-01, KR-02, KR-05

P-02 — Primary Persona (MVP)
Rafael Andrade Costa, 32 — Senior Backend Developer (Remote)

Segment: Young Salaried Professionals | Income: R$12,500/month (CLT) | Payday: 25th

Context: 10h+/day at computer (remote-first). Barely uses phone. Manages family finances across 3 different banks.

Frustrations: Nubank doesn't work in the browser. Gets annoyed at poorly built web interfaces. No consolidated view. Wants to invest more but doesn't know how much is left over.

Goals: 100% browser-based bank. Family cash flow view. Automatic categorization.

"I spend all day at the computer. Why do I need to pick up my phone to make a Pix? In 2026 that makes no sense at all."

Insights: INS-01, INS-02, INS-06 | KRs: KR-01, KR-05

P-03 — Secondary Persona (Cycle 2)
Thiago Nascimento, 24 — Freelance Designer + Uber

Segment: Freelancers and Gig Economy | Income: R$3,000–5,500/month (variable, sole proprietor MEI)

Context: Irregular income, mixes personal and client Pix. No financial control. Uses PicPay for cashback.

Frustrations: Never knows if the month was profitable. Mixes personal and professional expenses. PicPay changed rules without notice.

"Some months I make 5k, some months I barely close 3k. The problem is I only find out after I've already spent it."

Insights: INS-02, INS-05 | KRs: KR-01, KR-03

P-04 — Tertiary Persona (Cycle 2+)
Camila Santos Ferreira, 22 — HR Intern + University Student

Segment: Digital-Native University Students | Income: R$1,800/month (internship stipend)

Context: Mobile-first, 10 Pix/week, zero control. Card always at limit. Finds finance apps "boring".

Frustrations: By the 15th there's nothing left and she doesn't know where it went. Card always maxed out.

"I know I should track my expenses, but opening a spreadsheet is too much effort. If the bank showed me automatically, I'd actually look."

Insights: INS-02, INS-03, INS-05 | KRs: KR-02, KR-03

P-05 — Secondary Persona (Cycle 2)
Roberto Almeida, 41 — Operations Manager

Segment: Pragmatic Adults in Transition | Income: R$14,000/month (CLT)

Context: 7h/day on PC (Outlook, Excel, SAP). Itaú customer for 20+ years, pays R$32/month in fees. Prefers computer over phone for financial operations.

Frustrations: Itaú web interface looks like it's from 2000. Afraid to trust R$14k to a digital bank. Wants to switch but needs visible security.

"I have nothing against digital banks, but R$14k of my salary won't go somewhere I don't trust. Show me it's safe and I'll switch immediately."

Insights: INS-01, INS-04, INS-05 | KRs: KR-02, KR-04, KR-05

User Research — Qualitative Findings

Sentiment analysis from public reviews (App Store, Google Play, Reclame Aqui, Reddit, Twitter).

Validated Pain Points with Evidence

Pain #1 — High Frequency
Inability to use the bank on computer

"Daily use is great, but where's the web version? I spend all day on my laptop and have to pick up my phone for every Pix" — Nubank review, App Store

"The web app is so limited you can hardly call it internet banking" — Inter review, Google Play

"Impossible to access from computer. In 2025 that's unacceptable" — Reclame Aqui, C6 Bank

Pain #2 — High Frequency
Statement with no intelligence — meaningless chronological list

"The statement is just a list of numbers. I don't know how much I spent on food vs transport without doing math in my head" — Nubank review

"My money disappears and the app doesn't help me understand where it went" — PicPay review

"Anyone else feel like Nubank could categorize expenses automatically?" — Reddit r/investimentos

Pain #3 — Medium-High Frequency
Insecurity with digital banks

"They blocked my account with no explanation. R$5,000 frozen. Took 15 days to resolve" — Reclame Aqui, Nubank

"38% of users report security concerns when using banking on mobile in public places" — FEBRABAN 2024

Pain #4 — Medium Frequency
Lack of transparency in costs and policies

"They promised 10% cashback and changed it to 2% without notice. Scam." — Reclame Aqui, PicPay

"Nubank used to be transparent, now that it's grown it's become like the others" — App Store review

Critical Assumption Validation

AssumptionStatusConfidence
CLT workers prefer bank on computer during workdayValidatedHigh
Users will trust a new digital bankPartialMedium
Automatic categorization drives engagementValidatedHigh
Desktop Pix is demanded by the target segmentValidatedHigh
Payroll cycle as organizing axis is valuablePartialMedium

Prototypes

Low-fi Prototype — HITL #4 Approved
17 Wireframe Screens

Wireframes of all screens in the primary flow: Login, Onboarding (3 steps), Dashboard, Statement, Pix (send/receive/keys), Bills, Card, Profile.

View low-fi prototype →

High-fi Prototype — HITL #5 Approved
17 Full Design Screens

Complete dark theme design (#0b0f14 bg, #131c28 cards, #b7ff2a accent) with visual identity applied, Inter font, UI components, and interactive states.

View high-fi prototype →

Structured Backlog

EP-001
Entry — Progressive Onboarding and Immediate Web-First Value
For Brazilian CLT professionals aged 22–35 who need to open a digital bank account without interrupting their computer workflow. Reduces onboarding to 2 minutes and delivers perceptible value before completing full registration. Goal: 40% activation in 7 days (KR-02).
FT-001
Account Creation — Step 1: Minimum Data
4 fields (name, email, CPF, password). Goal: completion rate ≥ 85% and time < 2 min.
US-001 Create account with minimum data in less than 2 minutes
US-002 Validate duplicate CPF in real time before submit
FT-002
Initial Setup — Step 2: Salary, Pix Key and Personalization
Optional guided tour: configure payday, register first Pix key, explore dashboard.
US-003 Configure salary receipt date during onboarding
US-004 Register first Pix key during onboarding
FT-003
Welcome Experience — Step 3: Dashboard with Preview and Web-First Proposition
Empty dashboard with simulated preview and "Your bank. On the screen where you produce." animation.
US-005 View dashboard with simulated data after sign-up
US-006 Complete gamified setup checklist
FT-004
Login and Authentication
Secure login with 8h persistent session, logout after 30 min inactivity.
US-007 Log in with email and password
US-008 Receive warning before automatic logout
EP-002
Daily Use — Desktop Pix, Bills and Virtual Card with Perceptible Security
Pix in 3 clicks with keyboard shortcuts, bill payment integrated with statement, and virtual card with granular controls. Goal: 60% of WAU with weekly transaction (KR-05).
FT-005
Send Pix — 3 Security Levels by Amount
Ctrl+P opens modal. Level 1 (<R$500 saved contact): 1 click. Level 2 (R$500–R$2k): password. Level 3 (>R$2k): password + summary + 30s timeout.
US-009 Send Pix to a saved contact in less than 45 seconds
US-010 Confirm Pix above R$2,000 with enhanced authentication
US-011 See nighttime limit alert when sending Pix between 10 PM–6 AM
FT-006
Receive Pix — QR Code and Charge Key
QR Code generated in <2s, shareable link, Web notification when Pix is received.
US-012 Generate Pix QR Code with amount for charging
FT-007
Pix Key Management
CRUD of keys with maximum 5 (BR-05), soft delete (BR-07).
US-013 Register CPF-type Pix key
US-014 Remove Pix key with confirmation
FT-008
Bill Payment with Transparency and Alerts
Paste barcode, automatic decoding <1s, transparency breakdown.
US-015 Pay bill by pasting barcode
US-016 View transparency breakdown before confirming payment
FT-009
Virtual Card with Granular Security Controls
Card visual with last 4 digits, block toggle, per-transaction limit, statement closes on the 25th (BR-06).
US-017 Block/unblock card instantly
US-018 View current statement with progress to closing date
EP-003
Intelligence — Web-First Dashboard, Categorized Statement and Radical Transparency
Dashboard with payroll cycle, statement with automatic categorization >85% accuracy, proactive insights, and visual cost breakdown in every operation. Goal: 15,000 WAU-EFI (KR-01) and NPS ≥ 60 (KR-04).
FT-010
Web-First Dashboard with Balance and Payroll Cycle View
Balance card, configurable cycle view, expense donut chart by category, proactive insights.
US-019 View dashboard with expenses organized by payroll cycle
US-020 Interact with category donut chart
FT-011
Smart Statement with Automatic Categorization
Timeline with colored category badges, side panel with donut chart, advanced filters.
US-021 View statement with automatically categorized transactions
US-022 Edit transaction category with 1 click
FT-012
Contextual and Proactive Financial Insights
Max 3 insights per session, suggested actions, cycle-relative spending alerts.
US-023 Receive insight about spending increase in a category
FT-013
Radical Transparency — Visual Cost Breakdown
"Transparency" card before every financial confirmation. "No hidden fees" seal.
US-024 View cost breakdown before confirming Pix
FT-014
Profile, Account Security and Preferences
Login history, active sessions, "Protected session" indicator, password change.
US-025 View account access history

Cagan's 4 Risks Assessment

Customer Value
Approved
Confidence: High
Universal competitive gap confirmed: all 6 competitors are 100% mobile-only. Latent demand proven by workaround behavior (Organizze, Mobills). 79% of adults 22–35 use digital channels as primary. 4 value assumptions not yet tested with real users.
Business Value
Approved
Confidence: Medium
9 of 10 opportunities with direct hypothesis coverage. All 5 KRs have at least one associated hypothesis. KR-03 (D30 retention 55%) is the highest-risk gap — no direct retention mechanism in MVP. SAM of R$72 billion validates the market.
Usability
Approved
Confidence: High
Two prototyping rounds approved with no change requests: low-fi (17 screens) and high-fi (17 screens in dark theme). Complete primary flow coverage. Native web-first design for 1280px+. 5 friction points identified, all medium or low impact (except FP-05: Web Notifications opt-in).
Technical Feasibility
Approved
Confidence: Medium
Mature and well-defined stack: React 18.3, Fastify 5.0, SQLite3, TypeScript. 2 high-severity constraints: categorization accuracy (target adjusted to >80%) and absence of real SPI/DICT integration (path via BaaS for go-to-market).

Business Rules (BR-01 to BR-10)

BR-01
Daily Pix limit R$5,000 during business hours (6 AM–10 PM)
BR-02
Nighttime Pix limit R$1,000 per transaction (10 PM–6 AM)
BR-03
Enhanced authentication for transactions above R$2,000
BR-04
Insufficient balance blocks Pix and payments
BR-05
Maximum 5 Pix keys per account (1 CPF + 4 others)
BR-06
Virtual card limit independent of balance; statement closes on the 25th
BR-07
Soft delete — no record is physically deleted
BR-08
Idempotency via idempotency_key in POST requests
BR-09
Values stored in cents (integer), displayed in BRL on front-end
BR-10
Rate limit: maximum 10 Pix per hour per user

Phase 02 HITLs

HITLScopeDecision
#2Opportunity prioritization (10 of 15 for MVP)Approved
#3Insights and hypotheses (7 insights, 10 hypotheses, 4 selected)Approved
#4Low-fi prototype (17 wireframe screens)Approved
#5High-fi prototype (17 full design dark theme screens)Approved
#6Structured backlog (3 epics, 14 features, 25 stories) + 4 risks assessedApproved

Generated Artifacts

02-product-discovery/personas.json 02-product-discovery/user-research.json 02-product-discovery/opportunity-prioritization.json 02-product-discovery/insight-synthesis-and-ideation.json 02-product-discovery/backlog-estruturado.json 02-product-discovery/four-risks-assessment.json 02-product-discovery/hitl-02.json 02-product-discovery/hitl-03.json 02-product-discovery/hitl-04.json 02-product-discovery/hitl-05.json 02-product-discovery/hitl-06.json 02-product-discovery/phase-02-output.json