Unifying the ERP's customer registration to eliminate friction and build the foundation of a connected ecosystem

Role

I worked as Senior Product Designer leading strategy and design execution for the unified registration flow. The role covered everything from mapping existing flows and technical compliance requirements to defining the unified UX architecture, prototyping multiple iterations, and validating with stakeholders across product, engineering, compliance and business. The work was simultaneously a UX project and a product architecture initiative.

Strategy

The tension was structural: each Conta Azul product (ERP, payment gateway, the future Conta PJ) had its own registration flow, with fragmented data and distinct rules. Users had to re-register every time they crossed into a new product, and the company accumulated inconsistent data across squads. The goal of becoming a hub for Brazilian entrepreneurs was real, but the infrastructure contradicted that vision at every new onboarding.

Fixing the form would have solved very little. What was at stake was the technical and experiential foundation to launch new products without recreating the same problem. With Conta PJ (business account) approaching, unifying registration stopped being a nice-to-have and became a strategic blocker.

Process

The approach combined structured discovery with iterative design in parallel. I mapped all existing registration flows and analyzed the requirements of ERP, Payments, Banking and KYC systems before proposing any solution. For automation via CNPJ, I evaluated multiple data providers: DataHub was selected for the best combination of speed and quality.

Validation happened in layers: first an MVP focused on Receba Fácil and Invoicing to test the core hypothesis before full integration. Product decisions were made together with the teams, including the mandatory 15-second CNPJ gate to guarantee valid experimental data.

• Parallel Discovery
• Vendor Evaluation
• MVP
• A/B Testing

Diagnosis

1. 01Mapping existing flows↓

   Question: How is each product onboarding users today, and where are the breaking points?

   What was done: Full mapping of the registration flows for ERP, Receba Fácil and Conta PJ, documenting every step, requested field, validation rule and known abandonment point.

   Key finding: Repeated fields across products, inconsistent visual patterns and unnecessary steps in every flow. The same data (CNPJ, company name, address) was requested more than once.

   Artifact: Comparative mapping of the three flows with overlaps and gaps highlighted.

   

2. 02Requirements and KYC↓
3. 03Competitive analysis↓

Solution

CNPJ as a unified entry point↓

Problem: Each product started from a different point: email, company data, business type. There was no common baseline.

Design decision: CNPJ was set as the mandatory entry point for every product. Once the CNPJ is confirmed, the DataHub API automatically fills in all available data; the user only sees fields for information that couldn’t be retrieved. Zero repetition. The bureau-data review step lets the user confirm and edit whatever was auto-filled, keeping speed without sacrificing accuracy.

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Result: Drastic reduction in fill-out effort and elimination of duplicate data across products.

Receba Fácil MVP↓

Post-registration guidance+2,107% onboarding↓

Impact

• Technical foundation for Conta PJ

  The unification created the technical and experiential infrastructure that the Conta PJ launch required. Without this project, every new platform product would have repeated the same fragmentation problem.

• Standardization for future products

  The unified flow established reusable patterns for all subsequent products: new integrations became significantly faster to implement.

• Centralized data

  Unified customer information across the ecosystem eliminated rework between squads that previously worked on separate systems with inconsistent data.

• Less duplicated effort across teams

  The initiative eliminated parallel work between teams that maintained different flows for the same problem, freeing up capacity for product evolution.

Reflection