A first in the energy sector: how we designed Brazil's first Automatic Pix experience for an energy company.

Methods: research, data analysis, prototyping, impact metrics

Tools: Figma, Mixpanel, Notion, Miro

Why automatic Pix was urgent

Bow-e's business model runs on recurring subscriptions: customers sign up and Bow-e guarantees monthly savings on their energy bill. Simple, in theory.

In practice, the billing process required active effort from the customer every single cycle. Each due date meant getting your bill, remembering to pay, scanning a QR Code. Unnecessary friction in a service that should be automatic by nature.

On top of that, delinquency rates were climbing as a direct result of this friction; not from unwillingness to pay, but from forgetfulness, busy routines, and poor UX. Every unpaid invoice represented a customer at risk of churn, and revenue that could be saved with a better experience.

Brazil's Central Bank regulated Automatic Pix in 2024, creating the perfect opportunity. Bow-e was the first in the energy sector to seize it.

Problems identified: what was blocking recurrence?

Solution: one seamless experience

Customer activation flow

We designed a clear, confident flow for customers to activate automatic Pix directly in the consumer area, through WhatsApp or e-mail: frictionless, doubt-free and fully transparent.

• Informational screen highlighting Automatic Pix benefits

• Clear bank data confirmation step

• Authorization QR Code generation

• Processing state with visual feedback

Admin monitoring dashboard

For the Customer Success team, we built a management view with per-customer status, and filters to monitor the portfolio activation in real time.

System states & feedback

Every state in the journey received consistent visual treatment, from request processing to final confirmation.

Integration with existing system

The flow was integrated into the existing consumer information screen without breaking established visual patterns, preserving consistency and reducing the user's learning curve.

• Full adherence to Bow-e's existing design system

• Reused components from the current library

• Complete handoff to dev team

• Documentation of states and specifications

The process: how we got there

What we're aiming to measure

Working on this project taught me that regulatory constraints aren't the enemy of design. Understanding Brazil's Central Bank rules for Automatic Pix actually pushed me to be more creative within real boundaries, resulting in a more reliable and consistent flow.

Being first in the market came with a double communication responsibility: we had to educate customers about what Automatic Pix even is while guiding them through activation, all without making the journey feel heavy. The zero state mattered just as much as the success state, because the "Pix disabled" screen needed to feel like an invitation. When the payment flow finally felt truly automatic and effortless, it showed the power of invisible design and became living proof of Bow-e's brand promise.