My contribution

On the Pump app, I was responsible for the entire product experience, from designing the screens to building the design system. I worked on the project as the only designer, collaborating closely with the CTO and another developer, and was involved from the initial idea through implementation.

The original idea behind Pump was to build an MVP to test a simple hypothesis: making access to private healthcare easier. This came up in a context where the use of health insurance plans has been declining, mainly due to higher costs and the loss of employer-provided plans. As a result, many people started paying for private healthcare on a more on-demand basis. Pump was created to explore this space, offering a simpler and more direct way for people to access private healthcare outside the traditional insurance model.

Biggest challenges

One of the main challenges with Pump was helping people understand that the solution was simple. Hiring healthcare professionals in a direct and digital way is still outside the pattern most Brazilian users are used to, which required extra care in the product experience and communication.

On top of that, working with a marketplace always brings complexity. We studied models like Uber, iFood, and other established marketplaces to understand how they structured their early flows. These learnings helped us create clearer and more efficient user journeys, reducing friction and improving product adoption.