Comprehensive solutions to protect and manage the company's risks, with alternatives that drive development and growth, even in the face of challenges.
Company: Itaú
Segment: Itaú Companies Insurance
Environment: Logged in area
Reach: ≈ 1.7 million customers
Platform: Mobile and Desktop
Year: 2022 - 2023
Research: Quantitative, qualitative, and in-depth interviews
Visual: Creation and conception of the journey using Design System
Navigable prototyping: Mobile and Desktop
Testing: Usability / AB
Technical Specification: Accessibility
Results analysis: Metrics
Create the new Itaú Empresas Home using the new Itaú Design System, considering the segments of each client and thus providing greater visibility of existing products. In this way, giving more autonomy and guidance for clients to choose what is most interesting for their business.
The project went through stages of research, interviews, analysis, Design Critique, and technical reviews with the Writing and Accessibility team, ensuring a consistent and accessible construction.
Six individual tests were conducted with Itaú Empresas account holders, covering different ages, genders, and business segments. The main objective was to understand the perception of the new design and navigation of the new Itaú Empresas Insurance Home.
The journey was evaluated as easy to handle, simple, quick, and objective. The offered products were the elements that attracted the most attention.
"The home is easy to use, super simple, fast, it said what I needed to know."
It is important to emphasize that, during the tests, we observed that the carousel, in the way it was proposed in the prototype, was not being explored by the customers. This could create a bias in the decisions and perceptions of the available products. As a result, we identified the need to adjust the behavior of the carousel to display the products more clearly.
We also conducted an A/B test to evaluate the performance of two types of buttons used to access a specific journey. One with descriptive text (literal) and another with just an arrow icon. The participants showed a greater preference for the button with text, highlighting its higher visibility, clarity in communication, and the objective indication of the expected action.
These insights were essential for adjustments to the journey and helped us understand how to proceed, making access simpler and more intuitive.
After the new homepage was made available to customers, we were able to analyze some important data.
We expanded the generation of new leads by 150%
We had an increase of 25% in new accesses in the first 07 days after implementation.
The journey was fully tagged, allowing us to understand and map customer behavior and search for improvement opportunities more accurately.
Each project brings new learnings, whether about features, behaviors, or interactions. Understanding how customers navigate through journeys is essential in the design process. By placing customers as a key piece in the construction of products, we can absorb what is relevant and, thus, make the experience more suitable.
