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Personas for Flip Pagamentos

Flip was a mobile payment application for iOS and Android

Design team

Antonio Duarte (UX Researcher)

Andreia de Sá (UX Researcher)

My role

Planning; Recruiting; Interview scripts; Analysis; Persona creation; Documentation


Stone Pagamentos



The problem

Flip was first designed based only on simple proto-personas that were never actually validated with real users. The product team was suffering with the below average DAU and MAU ratios and they needed to better understand which features should be prioritized in the roadmap. 

With these scenario, the Design team applied a research to actually know more about their users, specially about their payment experiences and financial issues.

The methodology

We choose in-depth interviews as a method to create personas that would represent generalized perception of the product users.

38 people from 20 to 56 years old were personally interviewed
in Rio de Janeiro - Brazil, in different areas of the city.


The interview

Each interview took about 40 minutes where the person
was asked questions about the following topics:

Personal Information

• Age

• Family group

• Work and occupation

• School degree

• Hometown

• Neighborhood 

• Smartphone's OS

Hobbies & routine

• Daily routine

• Weekend activities

• Social Medias

• Friends group

• Favorite places to hang out

Technology & Payment experiences

• Online shopping

• Mobile Payment Apps

• Online banking

• Online security

• When they use those apps

• Financial organization

• When to use credit and debit card and cash

The results

After compiling all data and analyzing the matching informations and creating patterns, we got a result of 4 personas:  

• People who pay with credit card only (Early adopters)

• People who pay with both credit and debit cards

• Young people who use their parents credit card (Early adopters)

• Young people who use their own card but with parents financial support somehow


After the rounds of several interviews I had the chance to improve my communication skills and practice an empathetical behavior. Approach people who were passing by the street was a challenge that made me value each information the person was sharing. 

When the design team started working with the final material about the personas, we realized it was a good material to start an user centric mindset. It helped the team to discuss design and business decisions, but it was still a bit superficial to work in long term. In order to improve that, another round of studies would be made to understand the future needs.

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