Isabela Lima Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brasil

São Paulo, Brasil

As Head of Core Experience Product at PicPay and Tribe Lead, leading a structure with approximately 50 people indirectly and directly managing 10 in product management, I was responsible for creating an integrated and unique experience for users to interact with the different PicPay products. I led the following fronts of Findability: Home, Search, Recommendation, Onboarding, and Promotions; Product Foundations: Design System and Feature Management.Some of the main initiatives I led were:- Building the Product Vision at PicPay: with the aim of creating a unique product vision at PicPay that could align everyone around a common goal and influence and change the course of more than 3,000 employees in all PicPay business units, tribes, and squads. Through this work, we were able to align everyone around a common goal, meeting the current business strategy. - Redesigning the PicPay Home: the channel where 90% of PicPay's revenue is generated, the goal was to improve the match between the user and PicPay products, creating a scalable and cohesive structure for product presentation, seeking to increase conversion and cross-selling. - Welcome for new PicPay users: the goal was to enhance the presentation of PicPay's value proposition to new users, ensuring a positive experience from the beginning and facilitating activation in crucial products for account use. - Experience for visibility and access to promotions that connect partner and internal PicPay product promotions with the user base to increase user retention. - Strategy to improve PicPay's search experience: helping to make search results more efficient and intuitive for users. (a product for which I am no longer responsible)

As a Group Product Manager, leading a team of 5 product managers, I was responsible for leading the start of several crucial fronts at PicPay:- App Home: This area of the app is where 90% of PicPay's revenue is generated. I worked with the team to ensure that the Home was highly effective in acquiring new users and retaining existing users. This involved a culture of constant experimentation to increase user findability and conversion, as well as identifying upsell and cross-sell opportunities.- Account creation onboarding: I also worked on the account creation process, ensuring that it was fast and intuitive for users. This involved identifying potential barriers to account creation and implementing measures to reduce those barriers.- Security: As Group Product Manager, I led PicPay's security initiatives, including document validation flows, device validation, and app login. This included implementing additional security measures, such as two-factor authentication, to protect users from potential fraud.- Design System: Working to helped scale development and bring consistency and standardization to the user experience, implementing processes for collaboration with other teams in component development to increase Design System coverage across experiences.

As a Wallet Product Manager, I was responsible for leading several key initiatives for user account management at PicPay, my goal was to make it easier and safer for users to manage their balances and income, as well as access and use other important financial features. Some of the main attributes were:- User balance and income access and management experience- Addition and management of third-party cards in the Wallet- Pix key management and creation experience- User statement experience- User income report

São Paulo, Brasil

As an Engagement Product Manager at PicPay, my role was to create an integrated, cohesive, and consistent experience for users to engage with our different products, from navigation to payment experience. Some of my main responsibilities included:- Initiatives to increase new user activation in order to increase PicPay's active user base.- Easy-to-use navigation in the PicPay app. This included creating clear user flows to find products, features to help increase conversion and cross-selling between our different products. - Easy and fast payment experience for our users, continuous evolution with various experiments to improve the payment experience via QR Code and product checkout, seeking to increase payment conversion and revenue generated by these flows.

São Paulo E Região

São Paulo E Região, Brasil

As the User Research Team Leader leading a team of 4 people, I was responsible for helping product teams identify user problems and needs, and turning them into opportunities for the product (Problem Space), as well as collaborating with Designers on Solution Discovery to find a solution that addresses the problem and meets the expected outcomes. In addition, my team was responsible for Category Management, which aimed to gain a deep understanding of the service segments existing on GetNinjas to better guide service categorization and customer form filling, to collect necessary information for professionals to know the service to be provided.To achieve these goals, my main responsibilities included:- Directing and aligning the team's strategy, goals, and vision.- Guiding, training, and mentoring the team to improve their work and professional growth.- Ensuring that processes are efficient and being followed.- Leading the team to deliver high-quality results from start to finish.

São Paulo E Região, Brasil

Responsible for bringing the understanding of users' real problems, pains, behaviors, needs, and motivations to identify potential opportunities for the product. To make these discoveries, I used various qualitative or quantitative analysis and research methods, such as product usage data analysis, online surveys, in-depth interviews, dynamics, perception studies, etc.Main duties:- Problem Space studies (understanding people's needs in the context of hiring services) to find opportunities. For this, we used JTBD (Jobs to be done) and ODI process- Creating hypotheses with the team- Identifying the ideal methodology for hypotheses and questions to be investigated- Creating scripts and conducting interviews- Facilitating internal alignment dynamics and meetings- Consolidating and analyzing research data, crossing quantitative data with qualitative data- Connecting the understanding of user behavioral issues with business opportunities for the company.

São Paulo E Região, Brasil

Professional Experience SquadWorking as a data analyst, my role was to transform over 1 billion monthly data points into insights through analysis, seeking a complete view of user interactions with the platform. Working in a multidisciplinary squad, I had an active role in product development, working alongside the Product Manager to define the team's strategy, goals, and Key Results. Additionally, I worked with the development team to debug issues and create tracking for user interaction analysis on the application and web, and with the product designer to further investigate the reasons behind behaviors found in quantitative data.Main responsibilities:- Investigative analysis of product usage data to identify opportunities- Analysis of solutions tested and implemented- Creation of dashboards for daily monitoring and democratization of data- For a few months, I directed interns, helping them develop the necessary skills for the Data area.Operations teamI was responsible for defining and analyzing the main metrics of the customer service and sales teams, and based on this, together with the area leaders, proposing new processes to increase operation efficiency. I also monitored team performance, conducted analyses for new hires, and investigated reasons for contact with customer service to generate insights for product teams.

São Paulo E Região, Brasil

As a member of the inbound sales team, I worked by providing support and selling plans to GetNinjas professionals.

Bacharelado, Economics

Formação Profissional, Product Management

Bacharelado, Economics

Técnico Em Administação, Administração E Negócios