Shopping do PAN is the in-app marketplace of Banco PAN, offering exclusive products from partner stores. This project focused on redesigning the experience from a redirection-based model into a direct in-app purchase journey, improving conversion, trust, and overall flow within the banking app.
Shopping Pan
Banco Pan
Product design, visual design
The project began with a discovery phase focused on understanding both user behavior and market standards. We analyzed internal data such as funnel performance and access metrics, alongside qualitative research with customers to understand expectations around shopping within a banking app. In parallel, we conducted a broad benchmarking study, analyzing not only competing banking marketplaces but also leading non-banking marketplaces and e-commerce platforms.
This helped us identify best practices in product discovery, checkout flows, trust signals, and conversion patterns that could be adapted to a financial context. These insights revealed clear gaps in the existing Shopping experience, especially around external redirection, fragmented journeys, and lack of control over the end-to-end purchase flow. They also highlighted the opportunity to create a more consistent, reliable, and conversion-focused in-app experience.
The second phase focused on alignment and co-creation. I facilitated a cross-functional workshop with approximately 25–30 participants from Product, Engineering, Design, and Business. We started with guided brainstorming sessions to generate ideas across the entire shopping journey. These ideas were then structured and evaluated using the MoSCoW method, allowing the team to distinguish between must-have features, important improvements, and lower-priority ideas.
To support decision-making, we also used a prioritization matrix to balance user value, business impact, and implementation effort. This framework helped the team evaluate ideas more objectively and make trade-offs explicit.By visualizing impact versus effort, we were able to focus on initiatives with the highest potential return while avoiding unnecessary complexity. This structured approach transformed a large set of ideas into a clear and shared product direction, ensuring alignment across teams.
Based on the prioritized outcomes, we designed a new Shopping experience centered on direct in-app purchases. End-to-end flows were prototyped and tested with users to validate clarity, usability, trust perception, and checkout comprehension. User feedback directly informed refinements in navigation, content hierarchy, and interaction patterns.
The final solution delivers a seamless, intuitive marketplace fully integrated into the PAN app, reducing friction and strengthening conversion. Beyond the UI delivery, the project established a scalable foundation for future iterations and reinforced the Shopping feature as a strategic product channel within Banco PAN.
This project highlighted the role of design beyond interfaces: aligning teams, shaping strategy, and enabling confident product decisions that drive measurable impact.
