Digital Solutions for Itaú Bank
Project challenge
Explore ways to improve the user experience across Itaú Bank’s channels. Develop four digital products that attract users and deliver meaningful improvements.
Develpment
To begin developing the project and identify which digital products would be useful to users and attract new customers, research was conducted to understand how Itaú Bank is perceived in the current market, as well as to identify users’ pain points and desires.
First Stage: Desk Research
To support the proposed products, development began with internet research and a questionnaire conducted with bank users to plan which products would be interesting and beneficial to implement in the bank's existing channels, thus strengthening the user experience.
Example of the results of internet searches and the questionnaire applied to the research participants:
Insights from Desk Research
Desk research has shown that Itaú bank is sought after for its security and solidity . Given that digital solutions currently attract customers , to improve the application, Itaú bank should focus on speed and readability of functions , and offer differentiated features to attract customers and facilitate their tasks within the application.
Second Stage: Personas
Based on the research stages—analyzing user profiles, identifying their desires, frustrations, and behaviors—personas were developed to guide the app's development in all its aspects: functionalities, tone of voice, design, usability, and value proposition. Below is an example of one of the developed personas:
Persona 1
Adriana
"I dream of having my own salon and traveling the world with friends."
Name: Adriana
Age: 29 years
Profession: Makeup Artist
Works 8 hours a day
Marital status: Single
Income: variable
Career: established
He lives in the interior of
Rio Grande do Sul
Behaviors and motivations
Do you want to grow in your profession?
Pix is considered the primary method for receiving payments and splitting expenses, both at the salon and when traveling with friends.
She works from home and in salons in her city.
Save as much as you can from your income.
Take specialized courses whenever you can.
Likes to travel
What do you think?
When I open my salon, my life will be a dream.
I want to receive payment for my service as soon as possible.
I organize my schedule very well so I can have time to visit places.
What did you hear?
Opening a salon can be a lot of work for you.
I'll settle the service fee when I get home.
- We're going on a trip, one person is responsible for the payments and then we'll split the bills.
How do you feel?
If the customer agrees to the service at the salon, there's a lower chance they'll forget to pay.
- hopeful of opening her salon
- anxiety when she's responsible for paying for trips and then has to be reimbursed by friends.
What it does?
- always offers the Wi-Fi from their cell phone or the salon so clients can make payments
- When doing activities with friends, record the group's expenses in real time in the WhatsApp group.
ACTIONS
Pay a fee to split with friends.
Some friends make the payment instantly, others don't.
Some friends make the payment 2 days later, 1 forgets.
THOUGHTS
You need to remember the payment.
He doesn't want to seem like he's charging his friends.
Should I only remind you in a few days?
Hopefully they'll sort it out soon.
FEELINGS
Worried about expenses
Frustrated that they didn't keep their promise.
He doesn't know how to act.
Needs Statements
Knowing that the bank's app will respond when customers need to settle their payments is essential. Apps need to be fast, intelligent, and stable. It would be very helpful if group expenses were always settled quickly so that these enjoyable moments don't turn into hassles.
Third Stage: Itaú Products
Based on the analysis of pain points and needs identified through desk research and the developed personas, four digital products were created. Each one was structured with specific functionalities, aiming to make the application a more useful, practical, and complete tool for clients, as well as attractive to potential new users.
Next, we present an explanation and demonstration of the digital products created.
The work was developed in phases.
Phase 1 - Low-fidelity wireframes
To take the first steps in developing the planned channels, low-fidelity wireframes were created to structure navigation and organize the main functionalities in a clear and intuitive way. The first stage was the development of the home screen, which simply presents the main paths the user can follow. From this screen, different flows can be taken, such as finding the way to access the product functionality! The screens were developed for smartphones, websites, and smartwatches.
Phase 2 - Usability Testing and Backlog
After developing the low-fidelity wireframes, usability tests were conducted with real users to assess whether the application's functionalities could be executed intuitively.
Aspects analyzed:
Completion of assigned tasks and timeframe - Level of difficulty - Suitability of the workflow - Final space for open comments.
After testing with low-fidelity prototypes, a general analysis of the channels was carried out, and a list of improvements was created to make the proposed channels more intuitive.
Phase 3 - Style Guide
This document demonstrates the rules and design guidelines in order to ensure the consistency and uniformity of the proposed products.
Phase 4 - High-Fidelity Wireframes
After the research, the next step was to create more accurate channels, exploring visual concepts, brand identity, UX writing, color palette, and more. To begin this stage, a Style Guide was created to guide the language of the proposals and achieve a unified language for all products.
Product 1 - Pix Together
Splitting group expenses via Pix intelligently
Given that one of the app's main functions is to receive and send Pix payments, and one of the pain points of the created personas is needing to remind clients and friends about payments.
It was proposed to create a space within Itaú's channels where it's possible to create a group and add people to it. The group's expenses are recorded, and the division is done automatically and intelligently, with the fewest possible transactions, and with payment reminders at the end of the period for which expenses need to be settled.
This feature helps to control payments in an automated and simplified way for group activities, avoiding conflicts.
Phase 1 - Low-fidelity wireframes
Smartphone: O usuário faz pix durante o dia de uma viagem e no final do dia seleciona os pix feitos que deverão ser divididos entre o grupo para esses cairem na área pix grupo xxx e serem divididos automaticamente no final da viagem.
Phase 2 - Usability Testing
Product 2 - Analyze Expenses
Balance of expenses according to customized categories.
Given that research has shown that Itaú bank customers would be interested in analyzing their expenses by category in a personal and intelligent way, a feature has been proposed within Itaú's channels that allows users to generate graphs showing the percentages and values of expenses according to categories defined by the user, with filters for periods set according to the customer's needs.
A product designed to make organizing customers' finances easier.
Phase 1 - Low-fidelity wireframes
Website: The user enters the expense analysis function in the application, selects which categories they want to compare, and confirms by clicking the "analyze expenses" button. The user is then directed to a screen where they select the period, and a graph is generated showing these expenses in relation to others.
Smartwatch: The user receives notifications of a transaction made and can already categorize the expense via smartwatch.
Phase 2 - Usability Testing
Schedule an online meeting with bank agents.
Given that one of the app's main functions is to receive and send Pix payments, and one of the pain points of the created personas is needing to remind clients and friends about payments.
It was proposed to create a space within Itaú's channels where it's possible to create a group and add people to it. The group's expenses are recorded, and the division is done automatically and intelligently, with the fewest possible transactions, and with payment reminders at the end of the period for which expenses need to be settled.
This feature helps to control payments in an automated and simplified way for group activities, avoiding conflicts.
Phase 1 - Low-fidelity wireframes
Smartphone: The user selects the subject, day, and time of their online meeting. After this process, they confirm their appointment using the "schedule appointment" button. Upon confirmation, they are taken to a screen with a successful confirmation message, where they can share or download the appointment confirmation with their information.
Phase 2 - Usability Testing
Product 4 - Itaú of the Future
Investment channel for children's financial education
Phase 1 - Low-fidelity wireframes
Website: The user accesses the application, where they see the amount they have (the amount is deposited by parents/guardians and is linked to the completion of tasks; if not all tasks are completed, the amount deposited will be a percentage of the completed tasks). If the user wants to see the available conditions for their piggy bank investment to grow, they click the 'piggy bank' button and are taken to another screen where they are shown some investment conditions related to completing extra tasks. The user selects the tasks they have completed, and their money will grow according to the conditions displayed on the screen.
Smartwatch: Managers receive notifications about completed tasks and can immediately release the corresponding payment.
Phase 2 - Usability Testing
Phase 2: Backlog
After testing with low-fidelity prototypes, a general analysis of the channels was carried out, and a list of improvements was created to make the proposed channels more intuitive.
Phase 3: Style Guide
After testing with low-fidelity prototypes, a general analysis of the channels was carried out, and a list of improvements was created to make the proposed channels more intuitive.
Product 1 - Pix Together
Splitting group expenses via Pix intelligently
Phase 4 - High-Fidelity Wireframes
Step 4 - High-Fidelity Wireframes
Product 2 - Analyze Expenses
Balance of expenses according to customized categories.
Phase 4 - High-Fidelity Wireframes
Phase 4 - High-Fidelity Wireframes
Phase 4 - High-Fidelity Wireframes
Phase 4 - High-Fidelity Wireframes
Product 4 - Itaú of the Future
Investment channel for children's financial education
Phase 4 - High-Fidelity Wireframes
Phase 4 - High-Fidelity Wireframes
