AI
Iti Itaú
While Iti had a strong brand book and a well-established brand system, they needed to translate their design vision into the app and website. My role was as part of the inaugural design system team, where I contributed to developing the visual design language for the app.
This design language not only transformed the visual experience throughout the app but also allowed us to redesign key user flows, particularly for customers who regularly transfer money. Our focus was on making these processes more efficient and user-centric.
The objective was to create comprehensive visual design guidelines, assets, and ultimately redesign and build the app. This was a highly time-intensive project, and we collaborated closely with Work&Co. throughout the process.
USERS & AUDIENCE
The primary users of this app belong to Brazil's C and D socioeconomic classes, which represent individuals and families with lower incomes. These users often face challenges in accessing traditional financial services, including high fees and complicated processes, which can be barriers to effectively managing their money.
Our focus was on creating a user experience tailored to their needs, ensuring the app is simple, intuitive, and accessible.
TEAM & ROLE
The team consisted of 2 UX designers, 1 UI designer, 1 project manager, and 3 developeres. As a UI designer, I created the visual design guidelines, developed high-fidelity prototypes, designed the visual components, and ensured a responsive, user-centered final UI design. I also provided feedback to the design team, and initiated the illustration system.
DESIGN PROCESS
Work&Co approached us with a new user flow for the app, focusing on the journey from the home screen to making a payment, all redesigned in the new design language. After several meetings, we identified key areas for improvement.
Users wanted a straightforward way to transfer money and save money. They showed little interest in suggestions for purchasing new products with discounts that could be used for negative purposes. Also, they expressed a desire to save money for future expenses and receive reminders for upcoming bills or loans.
To address these needs, we concentrated on enhancing the "Metas" feature in the app. This user flow allows users to save money for special occasions and provided a perfect opportunity to implement the new design language, aligning the app’s functionality with user expectations and improving their overall experience.
Simultaneously, we worked on redesigning the home screen, payment user flow, and credit card user flow. We also revamped the onboarding process to introduce customers to the new design language, ensuring a seamless transition and consistent user experience throughout the app. As well, we created new components and assets necessary for these updated flows.