Dinie | Felipe Dutra

Roles

Product Design, UX/UI, Product Strategy, User Research, Onboarding, Prototyping, User Flows, Front-end Alignment.

Led the redesign of Dinie's onboarding so embedded credit could scale; I focused on reducing friction and building trust so users could complete the flow without dropping off.
Ran user interviews, behavioral analysis, and data review to find friction points and define the optimal onboarding flow—decisions were driven by evidence, not assumptions .
Delivered a full UX and UI redesign that aligned business goals with user behavior: clarity, trust, and conversion in a single coherent experience.
Created responsive, accessible patterns and worked closely with developers so implementation matched design and we could ship without quality debt .

Goals

Improve onboarding completion and adoption so embedded credit could scale across partners.
Align business needs with user behavior through a clear, trustworthy flow that supports conversion.
Establish reusable UX and UI patterns for future product expansion and faster iteration.

Process

Research & Discovery
Conducted user interviews and analyzed behavior and data to identify drop-off points and prioritize what to fix first in the onboarding flow.
Flow & Strategy
Mapped the ideal onboarding journey and aligned it with business rules and technical constraints so the flow was feasible and measurable.
UX & UI Design
Designed the full onboarding experience with responsive, accessible components and clear hierarchy; validated with stakeholders before implementation.
Implementation & Handoff
Collaborated with developers to ensure high-fidelity implementation and consistent patterns for future iterations.

Impact & Results

Improved onboarding completion and adoption, enabling embedded credit to scale with better usability.
Reduced support and drop-off related to onboarding confusion by clarifying steps and building trust cues.
Established a design and UX foundation that supported later product expansion and faster feature rollout.