← All work

Case study

Designing for AI An AI-powered digital assistant for Itaú, Brazil’s largest bank.

Client

Itaú

Product

AI-powered digital assistant

Platforms

iOS & Android

MVP

4 months

End-to-end experience for Itaú's AI-powered digital assistant — Crafting the end-to-end experience for Itaú’s AI-powered digital assistant.

Owned UX end-to-end for an AI-powered digital assistant for Brazil’s largest bank (98M+ customers) through a Microsoft co-innovation squad, shipping the MVP in 4 months. The assistant now resolves 1M+ inquiries per month at 85%+ accuracy.

1M+

Customer inquiries resolved per month

85%+

Accuracy rate

98M

Customers at Itaú

4 months

From kickoff to MVP launch

About

Itaú, Brazil’s largest bank.

Itaú is the largest bank in Brazil and one of the largest financial institutions in Latin America with 98 million customers, 95,000 employees and 3,000 branches.

The problem

Customers weren’t sure they were getting the most from their bank.

Business problem

AI has emerged as a force capable of disrupting most value streams and business models.

People problem

Customers were unsure if they were taking full advantage of their benefits / banking relationship with Itaú.

Opportunity

Introduce an AI-powered digital assistant that can answer basic questions and help customers take full advantage of their rewards.

Constraints

Four months, an agile transformation, and a language barrier.

We had 4 months to launch our MVP experience before code freeze.
Itaú was understaffed and kicking off an agile transformation.
Language barrier: majority of employees only spoke Portuguese.

My role

Leading design from concept to execution.

Identifying design trends and sharing AI best-practices.

Designing leading-edge concepts and crafting end-to-end flows.

Crafting new experiences and layouts while evolving Itaú’s visual design system.

Creating prototypes in Figma to support user research and the co-innovation squad.

Articulating goals and concepts while presenting work to leadership and stakeholders.

Giving and soliciting feedback from other designers and the broader product team to continually raise our bar for quality.

Driving alignment on product direction with cross-functional partners.

Facilitating workshops with stakeholders across the organization.

Ensuring our products and features launch at the highest level of craft and execution.

The work

From first concepts to shipped screens.

Initial release of the AI assistant — The initial release includes a welcome screen, AI response rating feature and next steps.

Entry points for the AI assistant — The initial release includes several entry points.

Quick security check before the conversation — A quick security check ensures the conversation is private and secure.

Welcome screen for the AI assistant — The initial release featured a new welcome screen.

AI response with rating feature and next step — The initial release featured an AI response, rating feature and next step.

AI response rating feature — The initial release featured an AI rating feature.

Designing, prototyping, and testing new features.

End-to-end experience across iOS and Android — Crafting the end-to-end experience across iOS & Android.

Final designs for the talk-to-type feature.

Final designs for recurring subscriptions and spending insights — Final designs for recurring subscriptions / spending insights.

Persona for the AI assistant — Building empathy with our customers by understanding their pain points, needs and wants.

Customer journey for the personal assistant — Defining and evangelizing how an experience should behave based on people’s needs.

Deliverables

Deliverables from research to QA support.

Best-practices for AI-powered assistantsBacklog of new featuresCopy recommendationsCompetitor / market researchInteraction and visual designsJourney mapsPersonasProduct roadmapService blueprintTest cases & QA supportUser flows

Outcome

Millions of customers getting answers in real time.

The AI-powered digital assistant recently launched, now millions of customers can get answers in real time.

By establishing an Agile approach, the team will quickly release additional features to support top inquiries on checking accounts, usage of card benefits and analysis of their spending.

Next project

Cigna, Designing for health & wellness

Led the redesign of Cigna.com across its 5 pillars and the native mobile experience, iOS and Android.

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Let’s build something people trust.

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