Equals App
Complex financial rules turned into a calm, useful mobile flow.
Transform complexity into productivity
Equals helps companies understand sales, taxes, and payment flows across many banks and acquirers. We used an explainer video early on to make the product easier to understand for clients and internal teams.
Clear framing first. Interface decisions second.
One merchant, many moving parts
The credit card market is full of different machines, contract rules, and tax rates. For business owners, that means more doubt, more manual checks, and more stress. The app needed to reduce that noise.
Many acquirers
Stone, Cielo, Rede, Getnet, and others all behave a little differently.
Many sales types
Debit, credit, installments, and other sales rules all affect the final numbers.
Many tax rules
Each contract changes what the merchant receives and when the money arrives.
A simple structure for a hard topic
1. Research
Competitor review, field interviews, user canvas work, and surveys.
2. Ideation
Information architecture, feature framing, MVP definition, and first sketches.
3. Validation
Low and high fidelity prototypes tested with internal and external users.
4. Development
Close work with developers on alpha, beta, and adjustments from real feedback.
5. Launch
Final polish, support material, onboarding, and app store delivery.
Start with what people struggle with
We mapped frustrations, needs, and expectations with surveys and follow-up calls. That gave the team a shared view of what really needed to be fixed first.
Making the invisible visible
Flow map
Feature framing
User view
Visual direction
User canvas
Hand sketches
From research to testing
Research for the canvas
User centered canvas
Information architecture
Usability testing
Real feedback
Onboarding flow
Simplicity is the result of hard design work
After several rounds of testing, the product reached a dashboard that gives merchants a broad view of transactions without exposing all the backend chaos. The complexity is still there, but the user no longer has to carry it alone.
A financial system people can actually read
Dashboard
Sales
Income agenda and cashflow
Taxes and simulator
Other events
Onboarding