New Feature Hub
Turning a legacy banking platform into a discoverable, user-friendly experience.
Context
Itaú BBA is the investment banking division of Itaú Unibanco, Latin America’s largest private financial institution. The wholesale digital platform supports corporate clients with complex financial products but lacks a clear space to showcase new tools, features, or updates. Teams launched services and features in silos, and users often didn’t know they existed.
Challenge
Create a unified hub to centralize, categorize, and improve access to new features, while integrating it into a legacy system.
My role
✦ Led the UX research to understand client behaviors and internal pain points.
✦ Partnered with PMs and engineers to audit legacy touchpoints and define scalable workflows.
✦ Designed wireframes, prototypes, and final UI, ensuring accessibility, alignment with brand, and future adaptability.
✦ Conducted usability tests and iterated based on real client feedback.
✦ Delivered specs and collaborated with devs to ensure efficient implementation.
✦ Partnered with PMs and engineers to audit legacy touchpoints and define scalable workflows.
✦ Designed wireframes, prototypes, and final UI, ensuring accessibility, alignment with brand, and future adaptability.
✦ Conducted usability tests and iterated based on real client feedback.
✦ Delivered specs and collaborated with devs to ensure efficient implementation.
Bank desktop app today
Impact
✦ Reached over 30,000 B2B clients, improving how they discover and access new digital services.
✦ Helped modernize a system used by 50% of the wholesale banking clients, replacing email-based announcements with a centralized and searchable experience.
Design Process
✦ Identified user friction through data analytics (GA 360), revealing that over 40% of users missed critical updates.
✦ Created a filterable, searchable hub with categories, tags, and onboarding tips.
✦ Aligned business and tech goals by designing reusable components based on the bank’s internal design system.
✦ Analyze user navigation data to surface tailored service offers at the right moment for each client profile, improving feature discoverability and driving higher conversion rates.
Learnings
✦ Designing for scale means bridging legacy infrastructure with future needs.
✦ Transparency builds trust; users felt more confident navigating new services with structured, contextual updates.
✦ Collaboration is key in financial environments; bringing multiple squads together around one vision improved efficiency and buy-in.
✦ Transparency builds trust; users felt more confident navigating new services with structured, contextual updates.
✦ Collaboration is key in financial environments; bringing multiple squads together around one vision improved efficiency and buy-in.
Dream team
“In nature, nothing exists alone.” — Rachel Carson
I co-created this project alongside a brilliant, multidisciplinary team of designers, PMs, and developers. Our strength was in active collaboration, aligning quickly, learning fast, and iterating often.
