TMB's ecosystem

Brand, design system and a five-app consumer-financing ecosystem that lets digital-product creators sell to students in installments. Revenue grew 104% in 2024, 400K students were activated, and creators got Brazil's first mobile banking app built for them.

Project context

Client: TMB, a FinTech startup whose platform lets digital-product creators sell their courses to students with installment financing.
Segment: FinTech · EdTech · consumer credit for digital products.
Stage: An early-stage startup transacting millions of USD a month: new products built from zero alongside a redesign and a rebrand.
Business model: A two-sided B2B2C marketplace, with transactional revenue on the financed volume.
Target audience: Producers who want to sell in installments without carrying the credit risk, and students without access to traditional credit.
Role and responsibilities: Product Design Lead. Owned brand, design system, service design and product design across a five-app ecosystem, in close collaboration with engineering on React, Next.js and React Flow.
Team: A 22-person cross-functional team: PMO, 2 product owners, 8 CX specialists, 2 UX designers, a tech manager, 6 full-stack developers and 2 QA engineers.
Period: February 2024 to May 2025.

Challenge

A fast-growing credit business that asks both sides for financial trust, on products that didn't look or work like one company.

Brand
Little perceived credibility for a product that asks producers and students for financial trust, and a different visual language in each product.
Service
Five interdependent products and departmental silos hid friction across acquisition, conversion, activation and retention. No one could see where the journey broke.
Product
Producers were lost in the navigation, with no view of delinquency in their portfolio; checkout let identity fraud in; and students who fell behind had no way to resolve their debt on their own.

Key actions

One brand both sides can trust
Market research, positioning and a visual and verbal identity applied across the ecosystem, rolled out product by product.
One map of the whole service
The end-to-end journey mapped with the CX team across every department and system, with fixes prioritized by a weighted matrix built from user interviews.
One design system in the developers' stack
Tokens on Tailwind and Shadcn with light and dark themes, so every change flowed straight into prototypes and front end.
A safer checkout
The credit request split into sequenced steps, with AI identity verification (document, selfie and liveness) and minor-age blocking built into the flow.
Producers' finances in their pocket
Key web features brought to a new mobile app in 30 days, and a redesigned web app with clear navigation and delinquency visibility.
Self-service debt renegotiation
A renegotiation website for students with overdue payments, designed in 30 days and working alongside AI-assisted collections.