Project Overview
This project was developed as part of the UX/UI Design course at the British School of Creative Arts and Technology (EBAC), in partnership with ITAÚ Bank.
It followed all stages of the Double Diamond design process (see image below): discovery, definition, development, and delivery. The goal was to create a solid and strategic design ecosystem, translated into four digital solutions that could be applied across three different channels.
Desk Research
About the Bank
Itaú is an evolving company committed to meeting the needs of all types of clients. Its goal is to deliver the best digital experience combined with expert, human-centered service.
“As it approaches 100 years of history, Itaú strives to be an even more accessible, agile bank—ready to offer each client what they need, at every moment in their life,” says Eduardo Tracanella, Itaú’s Marketing Director.
“As it approaches 100 years of history, Itaú strives to be an even more accessible, agile bank—ready to offer each client what they need, at every moment in their life,” says Eduardo Tracanella, Itaú’s Marketing Director.
According to gkpb.com.br, Itaú has pioneered numerous groundbreaking initiatives for its time. Throughout a series of mergers and acquisitions, the bank has continuously pursued innovation while staying true to its core values, such as a culture of transformation and forward thinking. Notable milestones include launching Brazil’s first ATM in 1983, the first mobile banking app, chip-enabled cards, and more recently, implementing quantum computing and artificial intelligence to deliver an integrated view of the client and offer personalized financial solutions.
Fonte:
https://gkpb.com.br/160737/novo-logo-itau/
https://gkpb.com.br/160737/novo-logo-itau/
Key Figures
According to Idinheiro.com.br, Itaú was named the most valuable bank in Latin America. By 2022, its market value was estimated at approximately USD 39 billion—around BRL 200 billion.
As highlighted by dinheiro.com.br, the bank’s relevance can be seen in key numbers from its 2020 financial report:
• 56 million active clients (individual and corporate accounts)
• 5,000 branches in Brazil and abroad
• Financial operations in 21 countries
• Over 95,000 shareholders
Consumer feedback on public review platforms like Reclame Aqui reflects a solid reputation, with an average rating of 7.5 out of 10. Additional insights include:
• 99.8% of complaints responded to on the platform
• 66% of users would do business with the bank again
• 77.2% of reported issues were resolved
It’s also worth noting Itaú’s ranking in the Brazilian Central Bank's complaints index. In Q4 of 2021, it ranked 12th out of the 15 most reported financial institutions—considered a positive position given the bank’s extensive customer base.
Fonte:
https://www.idinheiro.com.br/bancos/tudo-que-voce-precisa-saber-sobre-o-banco-itau/
https://www.idinheiro.com.br/bancos/tudo-que-voce-precisa-saber-sobre-o-banco-itau/
Research Highlights
To better understand potential user needs relevant to this project, a variety of articles from different sources were analyzed. Based on this research, three distinct user groups were selected to generate meaningful insights for the project.
Managing Finances
Financial Education for kids
Account Security
Main Research Question
What do we want to discover?
What is the objective?
How can we improve the experience of ITAÚ customers through digital channels?
What is the objective?
How can we improve the experience of ITAÚ customers through digital channels?
Stakeholders
To gain a clear understanding of the key players involved in the project, a stakeholder analysis was conducted. This included identifying relevant stakeholders, mapping their roles and influence, and establishing a prioritization framework.
Stakeholders map
Stakeholder Prioritization
Proto-personas
Four Proto-personas were created based on stakeholder insights and desk research.
Benchmarking
Benchmarking was a key strategic tool during this phase, helping to identify opportunities to improve the product experience. By evaluating major competitors, valuable insights were gathered that supported business decision-making.
Itaú
Itaú Unibanco, commonly known as Itaú, is the largest private bank in Brazil and the largest financial conglomerate in the Southern Hemisphere, headquartered in São Paulo.
Itaú Unibanco, commonly known as Itaú, is the largest private bank in Brazil and the largest financial conglomerate in the Southern Hemisphere, headquartered in São Paulo.
Caixa
Caixa Econômica Federal, also known as CAIXA, is a Brazilian financial institution in the form of a public company, with its own assets and administrative autonomy. It is headquartered in Brasília, in the Federal District, and has branches throughout the country. It is linked to the Ministry of Finance.
Caixa Econômica Federal, also known as CAIXA, is a Brazilian financial institution in the form of a public company, with its own assets and administrative autonomy. It is headquartered in Brasília, in the Federal District, and has branches throughout the country. It is linked to the Ministry of Finance.
Bradesco
Bradesco is a Brazilian bank, incorporated as a publicly traded company, headquartered in Osasco, São Paulo. It was founded on March 10, 1943, in Marília, São Paulo.
Bradesco is a Brazilian bank, incorporated as a publicly traded company, headquartered in Osasco, São Paulo. It was founded on March 10, 1943, in Marília, São Paulo.
Nubank
Nubank is a pioneering Brazilian startup in the financial services sector, operating as a credit card issuer and fintech with operations in Brazil
Nubank is a pioneering Brazilian startup in the financial services sector, operating as a credit card issuer and fintech with operations in Brazil
Plano de Pesquisa
CSD Matrix
To organize the process and the thinking around the project, a CSD Matrix was created.
Certainty:
Most people want to learn how to manage their money better.
People would like to save more money.
Most parents want to help their children with spending.
Most people want to feel secure about their data on digital platforms.
Most people want to learn how to manage their money better.
People would like to save more money.
Most parents want to help their children with spending.
Most people want to feel secure about their data on digital platforms.
Assumption:
I believe people have difficulty managing their money well.
I believe it’s not always easy to save money.
I believe parents value their children’s financial education.
I believe people want to trust their bank.
I believe people have difficulty managing their money well.
I believe it’s not always easy to save money.
I believe parents value their children’s financial education.
I believe people want to trust their bank.
Doubt:
Do people not analyze their spending and purchases?
Do people not know how to save money?
Do parents know everything about their children’s expenses?
Are people certain that their data is secure?
Do people not analyze their spending and purchases?
Do people not know how to save money?
Do parents know everything about their children’s expenses?
Are people certain that their data is secure?
A highlight in the CSD Matrix was given to issues related to financial management, children's financial education, and data security.
Methodologies
Based on the information previously collected, it was concluded that the applied methodologies would be:
Form and In-depth Interview.
Form and In-depth Interview.
Artifacts
1 — Form available at this link
Results
Platform: Google Forms
Participants: 12 people
Age Range: 27–52
Participants: 12 people
Age Range: 27–52
Quantitative Research
Time as an Itaú customer:
41.7% have been customers for 3 years or more
41.7% have been customers for 3 years or more
The 3 Most Used Channels
91.7% use the mobile app and the ATM
66.7% use the website
91.7% use the mobile app and the ATM
66.7% use the website
Ease of Using Communication Channels
50% stated that it is very easy
50% stated that it is very easy
Security When Using the Website and the App
33.3% stated that it is secure
33.3% stated that it is very secure
33.3% stated that it is secure
33.3% stated that it is very secure
Fear of Unauthorized Access to Personal Data
75% stated they are very afraid that someone might access their data.
75% stated they are very afraid that someone might access their data.
Spending Control
41.7% believe they manage their spending well.
41.7% believe they manage their spending well.
Help with Financial Management
91.7% stated they want help with managing their finances
91.7% stated they want help with managing their finances
Saves Money in a Savings Account or in Another Way
66.7% stated that they save.
66.7% stated that they save.
Could Save More Money with a Platform to Help Manage Spending
100% stated yes
100% stated yes
Has Children
58.3% have children
58.3% have children
Believes It’s Important to Help Children Manage Their Allowance Before They Reach Legal Age
100% stated it is important
100% stated it is important
Qualitative Research
Based on the results of the quantitative research, an in-depth interview was conducted with 4 users who are Itaú bank customers.
The same questions from the quantitative survey were used, but in a conversational format to allow participants to elaborate on their responses.
The same questions from the quantitative survey were used, but in a conversational format to allow participants to elaborate on their responses.
Most Impactful Responses
“I’m afraid my banking data might be accessed.”
“I’d like to have better control over my spending, so I could save more money.”
“I’m certain it’s very important to help my underage child manage their spending. It’s part of their education!”
“I’d like a practical way to save money without having to constantly do the math.”
Personas, Mapa de Empatia, Jornada do Usuário e Needs Statements
With a more developed and structured information base, detailed personas were created, including demographic data, motivations, goals, and frustrations.
Needs a practical and easy way to manage their spending in order
to better handle their money and save more.
Needs a practical way to help manage their children's allowance in order
to have more control over their spending and educate them financially.
Needs a way to feel more secure when accessing digital platforms in order
to prevent their confidential data from being hacked.
Needs a way to save money without spending too much time calculating in order
to achieve their financial goals.
Ecosystem:
The pain points identified were related to security issues: data security, financial security, and family security. The goal of the next step is to generate ideas that help users address these concerns.
Brainstorm
A range of ideas was gathered to address the needs of ITAÚ customers and placed in a Prioritization Grid to determine which would be the most feasible to implement.
Some of the features researched were inspired by existing resources on other platforms, but were enhanced to add value to ITAÚ’s ecosystem.
Range of ideas
Priorization Grid
Ideas for the Security Ecosystem
Financial Security:
A section in the user’s account to manage expenses by category
Round-up savings: automatically saving spare change into a dedicated area of the account
Family Security:
Parental controls for children's accounts
Data Security:
Enhanced feature to block the visibility of “sensitive” areas on the site, such as balances, personal data, and more
Prototypes
Low-Fidelity Prototype
Some of the proposed solutions were sketched in a low-fidelity prototype. The goal is to reflect on new features, visual and process organization, and generate improvement insights.
Some of the proposed solutions were sketched in a low-fidelity prototype. The goal is to reflect on new features, visual and process organization, and generate improvement insights.
Financial Management:
A client area was envisioned where users can categorize their expenses and set alerts for spending limits. The screens will include charts to enhance visual understanding.
A client area was envisioned where users can categorize their expenses and set alerts for spending limits. The screens will include charts to enhance visual understanding.
Privacy:
A practical solution for user privacy and security in crowded environments. The goal is to enhance an existing feature that restricts the visibility of sensitive data.
Allowance Control:
The allowance control feature would be a section within the user’s account to manage allowance cards for underage children. Unlike traditional accounts, the control is handled through the parent or guardian’s account, allowing them to add funds, monitor, and manage spending.
The allowance control feature would be a section within the user’s account to manage allowance cards for underage children. Unlike traditional accounts, the control is handled through the parent or guardian’s account, allowing them to add funds, monitor, and manage spending.
Savings Jar:
A round-up spending system where the difference is transferred to a separate account (jar) to save money. The idea is to pre-set how much you want to round up, so you don’t have to calculate in order to save.
A round-up spending system where the difference is transferred to a separate account (jar) to save money. The idea is to pre-set how much you want to round up, so you don’t have to calculate in order to save.
Mid-Fidelity Prototype
For this stage, a mid-fidelity prototype was the best option, as it is slightly more refined than a low-fidelity one but still doesn’t require aesthetic polish. The purpose was to validate the interactivity of the interface elements in relation to the defined goals.
User Testing with the Prototype
Materials:
Computer
Document with the questions
Prototypes in Figma
Document with the questions
Prototypes in Figma
Script
Start
— Greet the user.
Thank you for taking the time to participate in this test. I’m currently studying at the British School of Creative Arts and Technology and working on improvements for Itaú Bank’s digital platforms for its customers.
I’ll give you some tasks to complete on our platform. Imagine you have the questions described in the tasks and need to find the answers using our platform.
Just a reminder: what’s being tested is the platform itself. If you encounter any difficulties, don’t worry — we want you to tell us so we can improve the experience.
Shall we begin?
– Hand over the tasks and start...
— Greet the user.
Thank you for taking the time to participate in this test. I’m currently studying at the British School of Creative Arts and Technology and working on improvements for Itaú Bank’s digital platforms for its customers.
I’ll give you some tasks to complete on our platform. Imagine you have the questions described in the tasks and need to find the answers using our platform.
Just a reminder: what’s being tested is the platform itself. If you encounter any difficulties, don’t worry — we want you to tell us so we can improve the experience.
Shall we begin?
– Hand over the tasks and start...
End
Do you have anything else you’d like to add?
Thank you very much for your participation.
Your feedback is very important to us.
May I have your contact information in case I have any follow-up questions?
Do you have anything else you’d like to add?
Thank you very much for your participation.
Your feedback is very important to us.
May I have your contact information in case I have any follow-up questions?
Protótipo 1 — Gestão Financeira
Task:
In the app, there is a Financial Management section. We’d like you to perform two actions within this feature.
In the app, there is a Financial Management section. We’d like you to perform two actions within this feature.
Test Conclusion: Financial Management
“Charts still feel a bit tedious to me, but having it in a practical mobile format makes it more appealing.”
“It would be interesting to have a monthly report generated.”
“I liked the simplicity of creating categories and viewing grouped expenses, because often I just want to understand what I spend on leisure, not every single item.”
“It would be interesting to have a monthly report generated.”
“I liked the simplicity of creating categories and viewing grouped expenses, because often I just want to understand what I spend on leisure, not every single item.”
Prototype 2 — Privacy
Task:
In the app, there is a button to hide sensitive data. Where do you imagine you could enable and disable this feature?
In the app, there is a button to hide sensitive data. Where do you imagine you could enable and disable this feature?
Test Conclusion: Privacy
“I found the settings for viewing sensitive data very interesting.”
“It would be nice to swipe and reveal only that specific covered value.”
“Interesting, especially for crowded places where there’s less security.”
“It would be nice to swipe and reveal only that specific covered value.”
“Interesting, especially for crowded places where there’s less security.”
Prototype 3 — Allowance Control
Task:
In the app, there is a section for managing your child’s allowance. We’d like you to perform two actions within this feature.
In the app, there is a section for managing your child’s allowance. We’d like you to perform two actions within this feature.
Test Conclusion: Allowance Control
“I think it’s very important to understand what younger children are spending.”
“There could be a credit option where we pay the amount at the end of the month.”
“I would definitely use it with my kids!”
“There could be a credit option where we pay the amount at the end of the month.”
“I would definitely use it with my kids!”
Prototype 4 — Savings Jar
Task:
In the app, there is a “Savings Jar” section to store spare change from purchases in a dedicated area. We’d like you to perform two actions within this feature.
In the app, there is a “Savings Jar” section to store spare change from purchases in a dedicated area. We’d like you to perform two actions within this feature.
Test Conclusion: Savings Jar
“The round-up system is very interesting—once it’s set up, you don’t have to worry much about saving money.”
“It reminds me of the piggy banks we use at home to save spare change.”
“It reminds me of the piggy banks we use at home to save spare change.”
“A great idea for reaching a goal without overthinking. It could notify you when a certain amount is reached.”
Design System
A Design System was created for the project, aligned with Itaú Bank’s visual identity.
High-Fidelity Prototype Validation
High-fidelity prototypes were created with breakpoints to adapt them for Mobile, Desktop, and Smartwatch formats.
Mobile
Click the link to access the prototypes in Figma:
Prototype 1 — Financial Management
Prototype 2 — Privacy
Prototype 3 — Allowance Control
Prototype 4 — Savings Jar
Prototype 2 — Privacy
Prototype 3 — Allowance Control
Prototype 4 — Savings Jar
Desktop
Click the link to access the prototypes in Figma:
Prototype 1 — Financial Management
Prototype 2 — Privacy
Prototype 3 — Allowance Control
Prototype 4 — Savings Jar
Prototype 2 — Privacy
Prototype 3 — Allowance Control
Prototype 4 — Savings Jar
SmartWatch
Click the link to access the prototypes in Figma:
Prototype 1 — Financial Management
Prototype 2 — Privacy
Prototype 3 — Allowance Control
Prototype 4 — Savings Jar
Prototype 2 — Privacy
Prototype 3 — Allowance Control
Prototype 4 — Savings Jar
Conclusion
The project was incredibly enriching, as it allowed me to go through the entire UX/UI process and apply it to a major brand. Even though it was challenging to think of improvement solutions for a market-leading company, completing the full Double Diamond process gave me valuable insights to enhance the user experience.
The Desk Research phase went beyond institutional websites—it included forums, complaint channels, and other spaces where pain points could be identified, always keeping the user at the center of the project. Once the users’ needs were clearly defined, we were able to create prototypes for testing. In the end, we realized that every stage developed from the beginning was essential for a solid and effective final delivery.
The Desk Research phase went beyond institutional websites—it included forums, complaint channels, and other spaces where pain points could be identified, always keeping the user at the center of the project. Once the users’ needs were clearly defined, we were able to create prototypes for testing. In the end, we realized that every stage developed from the beginning was essential for a solid and effective final delivery.
For our ecosystem, the key word was security, branching into data security, financial security, and family security.
So far, solutions have been created for three digital channels, but the goal is to continue improving the experience within these and extend the solutions to other channels not covered in this project. I would also like to add accessibility-focused ideas in the future—another important theme that emerged during research but couldn’t be included in this version of the project.
So far, solutions have been created for three digital channels, but the goal is to continue improving the experience within these and extend the solutions to other channels not covered in this project. I would also like to add accessibility-focused ideas in the future—another important theme that emerged during research but couldn’t be included in this version of the project.
Thank you —
Davi Anjos
