Overview
Solo UX / UI Designer
Project designed in partnership with my course and the brand.
Problem Statement
Construct 4 different digital ecosystems to integrate with the brand's already existing products or create new ideas.
- Digital ideas
- Channels of contact with customers
- At least 3 concepts
Solution
4 ecosystems designed with the user in mind: 3 apps and one website, to satisfy customers' needs efficiently and easily.
Define
Defining the problem
With the briefing given for the projects, I studied the brand and its current products to understand what I'm working with.
Define
DESK RESEARCH
Before diving into the redesign, I wanted to understand how the product was being perceived by its users. A quick review of public feedback, forums, and Google reviews revealed two recurring themes that appeared consistently across different sources.
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Customer experience - Users frequently mentioned difficulties completing tasks and finding the information they needed, pointing to friction throughout the product.
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Interface - Many comments highlighted an outdated, cluttered interface that made the platform feel more complex than it needed to be.
These insights helped validate my initial observations and gave me a clear direction for the redesign, ensuring that the biggest pain points were addressed from the very beginning.
SURVEYS
The user surveys reinforced many of the issues identified during the initial research. While individual experiences varied, two pain points stood out consistently across the responses.
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Slow performance — Users reported that the application often felt slow and unresponsive, making everyday tasks more time-consuming than expected.
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Customer support experience — Many users expressed frustration with customer service, describing delays in receiving help and difficulty resolving issues efficiently.
FIELD RESEARCH
Based on the survey responses, I conducted field research to identify the pain points noted and gather additional comments from users.
The results were the same as the surveys, consolidating my understanding of the users, in order to progress with the projects.
Ideate
PERSONAS
"I'm accelerated. If something's slow, it's not for me."
GARY STYLES
-single - 29
- Investor - used to the internet
Needs
- a trusted bank
- agility for his business
- a bank with good cost-efficiency
- practicality
- innovation
DINA FLINN
- married - 26
- mother of 2 - teacher
- wants to spend time with her children
Needs
- efficiency to solve problems
- something that doesn't require her to leave the house
- something without cost
"I don't like to get out of the house to resolve simple problems."
EMPATHY MAPS
USER JOURNEYS
NEED STATEMENTS
ECOSYSTEMS DESIGNED
I came up with four different digital ecosystems for this project.
1- AI ASSISTANT
2- ITAÚ ONLINE (a simpler version of the app, minimizing the cognitive load of the user and taking into account the different types of user agendas)
3- Itaú Atendimento (app ONLY for customer service. This was just a brief idea, developed to study all the possible outcomes)
4- FORUM
DESIGN REFERENCES FROM THE BRAND
IF I WERE TO PICK DIFFERENT DESIGN ELEMENTS =
Prototype
AI ASSISTANT -WIREFRAMES & USER TESTING
AI ASSISTANT - FINAL PRODUCT
ITAÚ ONLINE -WIREFRAMES & USER TESTING
ITAÚ ONLINE - FINAL PRODUCT
ITAÚ ATENDIMENTO -WIREFRAMES & USER TESTING
ITAÚ ATENDIMENTO - FINAL PRODUCT
FORUM -WIREFRAMES & USER TESTING
FORUM - FINAL PRODUCT
Conclusion
All the solutions presented try to solve the pain points found in the beginning, guaranteeing still the integrity and tone of the brand, and having in mind that the scope of users for a bank is extensive and diverse, needing effective solutions for all.
WHAT I LEARNED
It's extremely important to take the research process seriously and not cut corners. Only by understanding the user's needs, you have a good result.