One card, two brands.
The partnership between Banco BMG and Le Biscuit — a variety store chain with 146 stores across 14 Brazilian states — had a clear goal: drive digital account openings by offering a credit card inside the physical stores.
For customers, the offer was simple: sign up for the card in store and get discounts on products and more instalment options. That meant building two fronts at once: the customer app under the Le Biscuit brand, and a dashboard for the people selling the card in store.
Leading and designing.
I was Design Lead for the Retail tribe and led two product designers: one focused on the in-store sales systems (B2B) and the other on the partner apps (B2C).
Beyond leading the team, I designed the dashboards used in the stores and created the design rituals that came to organise the work between design, product and engineering.
Tight deadline, new brand.
The project had to ship in about four months. In that time, we had to adapt BMG's identity to Le Biscuit — colours, typography, icons and illustrations. The bank's Design System had not yet been built with multiple partners in mind.
The dashboard brought a different challenge: serving very different profiles — sales staff, managers, partner admins, approvers and the bank's back office — each with their own tasks.
Starting in the store.
We started by visiting the stores to understand how the card was sold and activated, what motivated customers and how the sales staff worked. From there, we mapped the full flow from both the seller's and the customer's point of view.
When adapting the brand, we checked the contrast of every colour. Le Biscuit's yellow didn't have enough contrast for buttons and text, so it was kept to details and illustrations. The dashboard also went through a guerrilla test with sales staff.
From counter to app.
In store, sales staff use the dashboard to register the customer, send the application for pre-approval (which took about 10 minutes) and follow its progress. The customer completes the contract through electronic signature and then uses the Le Biscuit-branded app to manage their account, card and statements.
For the other profiles, the dashboard brings together the management of users, stores, reports and retailers, including the approval of new partners.
The record and the cost.
The card set a record for card issuance: 10,000 cards in the first week. Across all retail partners, more than 600,000 cards were issued.
The pace also came at a cost: the development team burned out, and we lost a designer along the way. That led me to change how we worked. We introduced a Design Review with leadership before technical refinement, 1:1s with the tech lead and a standardised handoff with clickable prototypes and user flows. A dedicated QA also joined the team. The Design System gained strength across the bank.