Designing for AI - Hugo Faustino

ABOUT

Itaú is the largest bank in Brazil and one of the largest financial institutions in Latin America with 56 million customers, 95,000 employees and 3,000 branches.

KEY ACTIVITIES

01.

Advising on AI best-practices.

02.

Creating prototypes to demonstrate how a particular flow or interaction will work.

03.

Driving design from concept to execution.

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 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 & benefits.

CONSTRAINTS

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.

RESPONSE

As the senior designer strategist, I was responsible for:

Designing leading-edge concepts and crafting end-to-end flows.
Creating prototypes in Figma to support user research and co-innovation squad.
Crafting new experiences and layouts while evolving Itau's visual design system.
Articulating goals and concepts while presenting work to stakeholders and leadership.
Giving and soliciting feedback from other designers and product team to raise the bar for quality.
Facilitating workshops with stakeholders across the organization.
Identifying best-practices and industry trends.
Working closely with engineering and QA to ensure our products and features launch at the highest level of craft and execution.

OUTCOME

The MVP version of the AI-powered digital assistant recently launched, now millions of customers can get answers related to their rewards program (e.g. How do I advance to the next level?).

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.