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Itaú Abreconta


Abreconta is the gateway of Itaú's digital clients. I've helped to redesign the app to create a more friendly experience while the user was setting up it’s bank account.

PRODUCT DESIGN
UX DESIGN


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What is App Abreconta and Itaú?

Abreconta (account-opening in Portuguese) is the gateway of Itaú's digital clients. With it the user can create and set up basic configurations of his new bank account, send documents and after some days has his account open to use.

Itaú-Unibanco is the largest private bank in Brazil, Ranked by Forbes as one of the largest companies in the world based on business generated, assets and market value with more than 50 million customers and 10 million digital users.



To comply with my non-disclosure agreement, I’ve omitted confidential information in this case study. The information that follows is my own and does not necessarily reflect the views of Itaú Unibanco.




1 million accounts


opened  in app.

100% redesign


to be first implemented in company

Banking app


with the highest rate in Brazil.





Challenges

  • Full redesign of the app. Improving user experience, navigation and language.
  • Increase conversion rates with user experience improvements.
  • Track metrics and thereby increase flow efficiency.
  • Comply with internal and Central Bank regulations.
  • Optimize experience by taking into account systemic limitations and legacy systems.
  • Keep a friendly user experience. :)





My hole


For 1 year I made several in-app experience enhancements, including a complete redesign of the app.
Working together with other squad members and aligned with company goals.

Main Tasks


  • Conducting and following closely tests with users.
  • Desk research and company materials related research.
  • Interviews with users and stakeholders.
  • User interface and experience reviews.
  • Motion and micro interactions.
  • Illustrations.
  • Specifications and Documentation.
  • Partnering work with developers.





The Design process


A continuous iterative process that was used to always look for feedbacks from users to internal stakeholders.
Explored and studied different approaches to the same problem until found the most viable solution that was consistent with the need.




Discover


Stakeholder interviews, user surveys, desk research and Discovery dynamics. In order to understand the problem and define the next steps.




Define


From discussions and reviews of the concept, this step often led to some paths such as benchmarks, internal surveys, or user testing.






Develop

 
Conducted concept and usability tests to understand what were the main pains in the flow. Then took more specific prototype tests using the lessons from the previous steps. All to understand all perceptions of experience.




Deliver


Documenting the process and collaborating with team members, this was the phase of looking at the entire flow and thinking through all the possible use and error cases. At that time, several refinements were made to deliver.









Follow the process


Continually  revisiting the process steps to propose further improvements in flow and experience in a constant iterative process.






The Redesign


Redesign could be almost a chapter apart from the whole process, but here I will summarize it in a few small parts.

Our overall goal was to elevate the experience by making it more user-friendly as a whole.

We did a full review of the app that included visual proposal, interactions, product presentation, shortening some flow steps and also moving to a more user friendly language. Taking into account some pre-established standards and possible systemic limitations.




Results


After the new app was launched, we spent some time tracking conversion rates and quickly saw that the redesign was a big success. We got the following achievements with this project:

  • Increased conversion.
  • Increased app grade in stores.
  • Increased application relevance within the company.




4.8 ︎ at Google Play

4.7 ︎ Apple Store







Mark