B2B/B2C fintech · Buy now, pay later
Pagui
Project shown under NDA · Real assets can be shown on a videocall.
Fintech · Micro-credit · WhatsApp commerce
Mobile app · Merchant dashboard · WhatsApp integration
Product Designer · UX writing, app & dashboard design
Pagui is a B2B/B2C fintech that connects merchants and banks via WhatsApp to issue instant micro-credit at the point of sale. The product compresses what was a multi-step bank application — KYC, credit evaluation, disbursement — into a conversational flow inside a channel users already use daily.
End-to-end product design for the mobile app and merchant dashboard. UX writing for the WhatsApp flow — every microcopy decision balanced trust-building against the constraint of WhatsApp's linear chat format. Designed for users with low fintech literacy in regions where micro-credit is often the first formal financial product.
Designing inside WhatsApp meant accepting a constraint most designers never face: zero control over the surface. Every choice had to live within a chat window. The product reframed credit as conversation — because for users new to finance, that was the only interface that already felt familiar.
Retail & E-commerce
Conversion optimization across major Colombian brands