PERUSSI®

Loyalty

ABOUT

Itaú is the largest banking group in Latin America, serving clients across South America. With over 50% of Brazilians currently using their products, Itaú holds a significant presence in the region's financial landscape. Itaú · 2023 · Mobile App (B2C)

CHALLENGE

The client was undergoing a restructuring process in their loyalty and benefits program, where some B2C brands would be phased out, and their products would be integrated into the main app and brand. My role as a product designer was to evolve the existing experience by integrating it with other initiatives within the bank's ecosystem, supporting the management in defining the strategic vision of the product.

Lack of strategic direction

19+

benefit initiatives spread across the super app ecosystem.

To achieve a unified strategic vision, we formed multidisciplinary study groups with Product Owners, researchers, and data analysts. A UX researcher and I facilitated workshops that helped us define a purpose agreed upon by all members, and Guiding Pillars to prioritize solutions.

A new purpose

“Exercising our role as the Itaú customer benefits aggregator hub through a management environment for earning/using points, redeeming, and accessing benefits.”

Guiding pillars

PersonalizationShowcase BenefitsCommunicationEase Points Management

SOLUTION

We identified and prioritized four main pain points and discussed hypotheses on how to solve them. Lack of mechanics comprehension → Gamified onboarding: helping users understand the opportunities for earning and using loyalty benefits through rewards.
Non-contextual experience → Everyday life clusters: contextualizing burn and earn mechanics to recurring themes in users' daily lives.
Decentralization of information → Vitrine management: a shared benefits showcase with clear banner patterns and stamps.
Money value of points → Contextual offers: products and benefits contextualized to purchasing behavior and points balance.
After several stakeholder iterations, usability testing and design critique sessions, we arrived at our final solution to be iterated with users. Below is an overview of the final prototype.

RESULTS

Test 01 — First impressions (unmoderated): by showing users parts of our first concept, we discovered their preferences and understanding early on, which was fundamental to the evolution of the concepts.

First concept displayed to users

Test 02 — Guerrilla usability test (moderated): guided by tasks on points management, earning, and usage. Insights were clustered and turned into reports with clear actions.
Users appreciated the new everyday-cluster categorization and having all information consolidated in one place. In the last usability test, with SUM metrics, our product idea achieved the most positive results in the history of the bank.

SUM usability test

The most positive results in the history of the bank.

OTHER CASES

LINKEDIN
PERUSSI®