Samuel Felipe, UI/UX & Web Designer, Anti-Design & No-Code Specialist. São Paulo, Brazil. — Violentto Digital Gallery. 46.638823° S, 46° 38′ 20″
Samuel Felipe, UI/UX & Web Designer, Anti-Design & No-Code Specialist. São Paulo, Brazil. — Violentto Digital Gallery. 46.638823° S, 46° 38′ 20″
Itáu - Complete UX Case, Multidevice Banking Experience Redesign.
Itáu - Complete UX Case, Multidevice Banking Experience Redesign.
Itaú is one of Brazil’s most traditional banks, but over time, its design and digital presence had remained stuck in the past. To bring it back into relevance, I created a redesign that blends the sleek, innovative look of a modern fintech with the trusted legacy of Itaú, all wrapped in a premium feel inspired by the exclusivity of institutions like J.P. Morgan. The result is a brand experience that feels both cutting-edge and timeless.
Itaú is one of Brazil’s most traditional banks, but over time, its design and digital presence had remained stuck in the past. To bring it back into relevance, I created a redesign that blends the sleek, innovative look of a modern fintech with the trusted legacy of Itaú, all wrapped in a premium feel inspired by the exclusivity of institutions like J.P. Morgan. The result is a brand experience that feels both cutting-edge and timeless.
01
Problem Statement
Itaú recently underwent a rebranding that, while not inherently bad, was poorly executed. As a result, it is losing a large base of potential customers to fintechs. These clients range from young people seeking practicality, to the middle class wanting agility and control, to high-net-worth individuals who expect a premium, Private Bank-level experience. The current application of the rebranding fails to convert potential clients at all levels: it is not young enough for young users, not intuitive enough for the average user, and not elegant enough for the premium user.
Itaú recently underwent a rebranding that, while not inherently bad, was poorly executed. As a result, it is losing a large base of potential customers to fintechs. These clients range from young people seeking practicality, to the middle class wanting agility and control, to high-net-worth individuals who expect a premium, Private Bank-level experience. The current application of the rebranding fails to convert potential clients at all levels: it is not young enough for young users, not intuitive enough for the average user, and not elegant enough for the premium user.
02
The Opportunity
My opportunity was to redefine the user experience with a modern, elegant, and functional visual identity, while preserving Itaú's tradition. I aimed to bring a more sophisticated and intuitive design not only to the mobile banking app but also to other digital products, with practical features that adapt to all lifestyles and client profiles. My goal was to apply the brand's rebranding in the right way: by uniting the appearance of a fintech with the elegance of a bank like Morgan Stanley, backed by the tradition and reliability of Itaú.
My opportunity was to redefine the user experience with a modern, elegant, and functional visual identity, while preserving Itaú's tradition. I aimed to bring a more sophisticated and intuitive design not only to the mobile banking app but also to other digital products, with practical features that adapt to all lifestyles and client profiles. My goal was to apply the brand's rebranding in the right way: by uniting the appearance of a fintech with the elegance of a bank like Morgan Stanley, backed by the tradition and reliability of Itaú.
03
Research Methodologies
CSD Matrix: I used this framework to explore what I knew (the app must maintain reliability), what I assumed (a serious visual style alienates young people), and what I questioned (how far I could push the aesthetics?). This helped me define the project's core challenges.
Desk Research: My analysis of competitors (Rico, Nomad, Nubank) showed a clear trend towards clean aesthetics and fast onboarding. I also noted that premium banks use visual sophistication as a key strategy to signal exclusivity.
Proto-Personas: I created preliminary user profiles to better understand my target audience and their diverse needs, from students to high-income business owners.
Empathy Mapping: I used empathy maps to visualize what my users see, hear, think, and feel, which helped me gain a deeper understanding of their frustrations and motivations.
Need Statements: I crafted clear, human-centered statements that defined my users' core needs, guiding my problem-solving process.
Usability Testing: Through a heuristic analysis and a qualitative review of real user feedback from the App Store, I identified key pain points: confusing interfaces, slowness, a lack of practicality, and inconsistent functionality.
CSD Matrix: Helped define challenges by differentiating what was known (app must maintain reliability), assumed (serious visual style alienates young people), and questioned (aesthetic boundaries).
Desk Research: Competitor analysis (Rico, Nomad, Nubank) showed a clear trend towards clean aesthetics and fast onboarding. It also noted that premium banks use visual sophistication to signal exclusivity.
Proto-Personas: Created profiles and visualized what the target audience (from students to high-income business owners) sees, hears, thinks, and feels, gaining a deeper understanding of their frustrations and motivations.
Empathy Mapping: I used empathy maps to visualize what my users see, hear, think, and feel, which helped me gain a deeper understanding of their frustrations and motivations.
Need Statements:Crafted clear, human-centered statements to guide the problem-solving process.
Usability Testing: Through heuristic analysis and real user reviews, I identified crucial pain points: confusing interfaces, slowness, lack of practicality, and inconsistent functionality.
04
Key Insights
The Experience Gap: The bank's visual and functional language communicates stability but lacks the modern elements needed to connect with a digital audience.
The Disconnected Audience: Young users do not feel represented, which compromises future loyalty.
Need for Segmentation: The experience must be adapted for different user profiles—from young, to middle-class, to high-income users.
Core Problem Identified: The current digital experience has critical usability flaws that affect user efficiency, trust, and satisfaction.
The Experience Gap: The bank's visual and functional language communicates stability but lacks the modern elements needed to connect with a digital audience.
The Disconnected Audience: Young users do not feel represented, which compromises future loyalty.
Need for Segmentation: The experience must be adapted for different user profiles—from young, to middle-class, to high-income users.
Core Problem Identified: The current digital experience has critical usability flaws that affect user efficiency, trust, and satisfaction.
05
Visual Showcase & Experience, Itáu Mobile
Visual Showcase & Experience, Itáu Mobile
A precise application of a new visual identity, featuring a redesigned mobile app and new digital products like Business Manager and Cashback+. My proposal combines modernity, elegance, and intuition, elevating the user experience without abandoning tradition.
A precise application of a new visual identity, featuring a redesigned mobile app and new digital products like Business Manager and Cashback+. My proposal combines modernity, elegance, and intuition, elevating the user experience without abandoning tradition.
06
Visual Showcase & Experience, Itáu for Smartwatches
I designed the smartwatch app to offer a faster and more intuitive experience right on the user's wrist. It is straight to the point, with a focus on daily tasks, while maintaining the brand's sophistication.
I designed the smartwatch app to offer a faster and more intuitive experience right on the user's wrist. It is straight to the point, with a focus on daily tasks, while maintaining the brand's sophistication.
06
Visual Showcase & Experience, Itáu Desktop Landing Page
I designed a modern landing page that showcases the redesigned app and my digital products. It functions as a base for a new, updated, and lighter website.
I designed a modern landing page that showcases the redesigned app and my digital products. It functions as a base for a new, updated, and lighter website.
07
The Experience
The new Itaú offers a modern, elegant, and easy-to-use experience. Key functions are always at hand with clear icons and accessible buttons. The visual identity remains strong with the use of black and orange, reinforcing the brand. A highlight is the cross-platform consistency, creating a continuous and fluid experience from mobile to smartwatch and desktop.
The new Itaú offers a modern, elegant, and easy-to-use experience. Key functions are always at hand with clear icons and accessible buttons. The visual identity remains strong with the use of black and orange, reinforcing the brand. A highlight is the cross-platform consistency, creating a continuous and fluid experience from
mobile to smartwatch and desktop.
08
Expected Impact
I expect this redesign to have a significant and measurable impact:
User Growth: Potential growth of 18% in the young client base, 22% among middle-class clients, and 18% among high-income clients.
Engagement: An increase of up to 30% in engagement with key functionalities like Pix and transfers.
Efficiency: An expected 25% reduction in support tickets due to clearer navigation.
Brand Perception: A projected +15% increase in app usage time and an improvement in brand perception, particularly among high-income clients.
My ultimate goal was to transform daily use into pleasure, routine into autonomy, and the bank into a desirable brand. This is more than an interface; it's a step into the future.
I expect this redesign to have a significant and measurable impact:
User Growth: Potential growth of 18% in the young client base, 22% among middle-class clients, and 18% among high-income clients.
Engagement: An increase of up to 30% in engagement with key functionalities like Pix and transfers.
Efficiency: An expected 25% reduction in support tickets due to clearer navigation.
Brand Perception: A projected +15% increase in app usage time and an improvement in brand perception, particularly among high-income clients.
My ultimate goal was to transform daily use into pleasure, routine into autonomy, and the bank into a desirable brand. This is more than an interface; it's a step into the future.
