In a Nutshell
Itaú Unibanco is the largest private financial conglomerate in the Southern Hemisphere and is among the largest banks in the world. In this project, I led a redesign process in their eBanking for high-net-worth clients, focusing on making it more user-centred and valuable to the business.
Itaú Unibanco is the largest private financial conglomerate in the Southern Hemisphere and is among the largest banks in the world. In this project, I led a redesign process in their eBanking for high-net-worth clients, focusing on making it more user-centred and valuable to the business.
The Challenge
Being among the largest banks in the world, Itaú operates in different countries, helping their Private clients to diversify their investments. These are demanding clients, who need a broad view of their accounts and portfolio to be able to make decisions about their assets.
Being among the largest banks in the world, Itaú operates in different countries, helping their Private clients to diversify their investments. These are demanding clients, who need a broad view of their accounts and portfolio to be able to make decisions about their assets.
We were hired to redesign Itaú Private’s Internet Baking, considering how the digital platform could enhance the relationship between clients and bankers.
My Approach
I was responsible for leading the design team from interviewing clients and different business units (in different countries, like the United States and Switzerland) to testing and prioritising the service’s features.
I was responsible for leading the design team from interviewing clients and different business units (in different countries, like the United States and Switzerland) to testing and prioritising the service’s features.
1. Assessment
My first step was to evaluate the current eBanking experience, analysing how it helped achieve business goals and user needs. Using a product canvas to summarise the AS-IS state, I identified gaps that should be addressed in the project.
My first step was to evaluate the current eBanking experience, analysing how it helped achieve business goals and user needs. Using a product canvas to summarise the AS-IS state, I identified gaps that should be addressed in the project.
2. Product Strategy
I conducted user interviews and card-sorting research to organise the platform's features effectively. Clients' input helped prioritize requirements, and we devised a sitemap and divided product features into three releases. I also defined a metrics framework for measuring success.
I conducted user interviews and card-sorting research to organise the platform's features effectively. Clients' input helped prioritize requirements, and we devised a sitemap and divided product features into three releases. I also defined a metrics framework for measuring success.
3. Prototyping and testing
Working in collaboration with a product designer, we developed a product interface, which evolved from wireframes into a prototype tested with users. Each release was then planned and implemented by the bank.
Working in collaboration with a product designer, we developed a product interface, which evolved from wireframes into a prototype tested with users. Each release was then planned and implemented by the bank.
The Impact
The share of clients using the platform increased from 15% to 40% with the first version and platform usage surged by 150%.
The eBanking was planned with features that would benefit distinct parts of the business (in some cases located in different countries). Bringing people from different units together was important not only to make the output more valuable but also to help integrate the business, generating innovation.
The share of clients using the platform increased from 15% to 40% with the first version and platform usage surged by 150%.
The eBanking was planned with features that would benefit distinct parts of the business (in some cases located in different countries). Bringing people from different units together was important not only to make the output more valuable but also to help integrate the business, generating innovation.
