THE PROJECT SCENARIO AT THE BEGINNING OF 2021

Banco Itaú formed a very good team that made an extremely complex project possible in terms of security, infrastructure and technology.

At the time, the client already had an outline of what the International Account product could be, with a focus on Private and Personnalité clients. My challenge as CX was to understand the product, the ecosystem and what kind of impact it could generate not only for the market but also for their clients in Brazil and abroad.

"MY MISSION WAS TO HELP THE TEAM DEVELOP THIS APP IN A COMPACT WAY WITH A SIMPLE ONBOARDING PROCESS FOR ACCOUNT OPENING"

It was a challenge due to the fact that I understood through benchmarking that several competitors had a process of which was not simple.

WE DID AN INTERNAL SURVEY WITH THE BANK'S EMPLOYEES WITH THE OBJECTIVE OF DISCOVERING COMMON BEHAVIORS IN RELATION THE PURCHASE OF FOREIGN CURRENCY

Only employees with a profile with an active Personnalité account and who made at least one trip abroad in 2019 (before pandemic). We found out some of the most common behaviors:

WE DID A DYNAMIC CO-CREATION WITH BLUE PRINT WITH THE AIM OF BROADENING THE STRATEGIC VISION OF MARKETING, OF THE PRODUCT AND ALSO OF THE USERS TO ADOPT THE PRODUCT

The goal was to create a product adoption strategy focused on people who were already customers. We did an analysis with the BI team and we realized that international products did not have as much access as retail products, which is normal.But the challenge was: How to create a positive approach for a customer who already has an account with another player without offering advantages?

The studies showed the need to create a more attractive product with lower costs and that is part of customers' routine. Something that does not get stuck in the travel context.

We thought of the MVP as a banking product focused on high-income customers. But it would be impossible to create a product that met all needs. So we had to assume it would be a simple product with no differentiators in relation to competitors. But it would have Itaú's brand and solidity.

After finishing the prototype creation stage, we did a Design Critique session to further improve the prototype and then prepare the usability tests with the LAB team.

The Design Critique besides being very rich, also helps in visualizing patterns in relation to the new Design System (IDL). It helps with issues of accessibility standards and also in consistency with other projects already designed previously. In this way, optimizes the development of both Front-End and Back-End.

After Design Critique, we improved the prototype and did more usability testing. after, we came up with the final account opening flow, our onboarding.

After the final tests, this prototype was developed as the first MVP of the Itaú International Account Squad.

And finally we come to the designof the app.

Link to the prototype.

Open prototype

What have I learnedfrom this project?

It is very difficult to measure how much I have learned in 1 and a half year of project in a new squad, a new project and a big mission ahead.

The bigger the company is, the harder it is to get information, strategic data, access and performance history and it is also hard to find the right people to get the desired information.

I spent most of my time looking for people, adapting myself to the several agendas and even so, I couldn't get important information for the project and that is the biggest lesson I learned in this project. You need to be able to map the place, understand what you need to find and find the right people. That way your project will have more statistical basis than opinions.