Context and Challenge
Nelogica's Home Broker is a robust analysis and trading platform, sold in a B2B model to massive financial institutions (like Nubank, C6 Bank, Sicoob, and Sicredi). During strategic discussions with the UX Leadership and Tech Lead, we identified a concerning behavioral pattern in the usage data.
Investors would enter the platform, learn about the market, and use indicators for study. However, over time, engagement plummeted. The reason? Financial maturity.
The Core Problem
We were suffering from a retention bottleneck (churn). Upon defining their long-term investment goals, users needed to "rebalance" their portfolios. Since our Home Broker lacked this continuous management tool, investors were abandoning our application and migrating to complex spreadsheets or third-party platforms (like SmarttInvest and StatusInvest) to manage their wealth.
Visualization of the Old Process
My Role and Processes
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Conducted an Adapted Discovery Due to strict compliance and data protection policies that prevented direct access to end-users, I structured an in-depth market research initiative, analyzing the behavior of long-term investors and the wealth rebalancing journey.
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Mapped the Competitive Landscape I performed a critical benchmarking analysis against the top 3 solutions in the market (Spreadsheets, StatusInvest, and SmarttInvest). I identified that our greatest competitive advantage would be the automatic integration of buy and sell orders, something competitors required users to do manually.
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Managed Expectations and Technical Feasibility I facilitated continuous alignment meetings with the UX Leadership (Renan Paz) and the Tech Lead. I translated business insights into technical requirements, ensuring the scope was feasible for the development team.
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Architected the User Journey To organize the business rules, I created detailed flowcharts covering two crucial scenarios: Onboarding (first access and importing the pre-existing portfolio from the Home Broker) and Continuous Use (main management screen).
The New Experience
The New Experience
Business Impact
Churn
Users no longer need to leave their bank or brokerage ecosystem to manage their own money. We delivered the missing piece to retain long-term investors on the platform.
Partnerships
Delivering this feature exponentially increased the perceived value of the software Nelogica offers to major partners, generating an immediate competitive advantage for institutions like Nubank and C6 Bank.
Adherence
The strategy of slicing the project into weekly deliverables and validations (alongside developers) ensured the final product was launched with high quality and total adherence to code constraints.
Project Lessons
01 / STRATEGIC DESIGN AND RETENTION
Strategic design goes beyond creating new interfaces: it is about mapping and solving the business pains that mitigate user churn to third-party platforms.
02 / TECHNICAL AND UX SYNCHRONIZATION
Weekly alignments and continuous technical validations prevented rework and ensured that engineering deadlines were met without losing quality.
03 / INDIRECT DISCOVERY (B2B)
The lack of user contact (due to B2B compliance) taught us to use alternative methods like in-depth competitive benchmarking and empirical investor scenarios.