Exclusive Samsung eCommerce within a Banking App
Designing an integrated retail experience that lets Itaú customers finance Samsung devices with flexible payments, protection and a clear upgrade path.
Role
Product Designer
INDUSTRY
Fintech & eCommerce
Duration
12 months
Tools
Figma, Miro, Design Systems
PROBLEM STATEMENT
Itaú and Samsung needed a new revenue stream that made premium devices more accessible without breaking the native Itaú experience. The product goal was to combine trusted credit, device choice and long-term benefits in one transparent journey—from discovery to checkout, protection and future upgrades.
THE TEAM & MY CONTRIBUTIONS
As the sole Product Designer's product, I led discovery and experience design across the end-to-end journey, partnering with product, research and engineering to deliver a cohesive retail proposition inside the Itaú ecosystem.
Evidence & Reasoning
Understanding the financing opportunity
Competitive research mapped the Brazilian device-financing market and revealed a clear opportunity: combine Samsung’s product ecosystem with Itaú’s trusted credit infrastructure. Neither brand could offer this end-to-end proposition alone without taking too much risk.
Customer needs
Personas were developed from credit-card behaviour, customer interviews and behavioural data. Customers wanted access to premium devices without a large upfront payment, alongside protection, meaningful benefits and a clear route to upgrade when their needs changed.
STRATEGY & APPROACH
A proposition built for confidence
Samsung at Itaú brought together Samsung devices, exclusive offers, Itaú points, cashback, instalments of up to 21 months, device protection and a 12-month upgrade programme. The proposition made the full value of ownership easier to understand—not just the price of the device.
Experience principles
Reduce friction with pre-filled Itaú data; support discovery with clear device comparison; build trust through transparent pricing and immediate credit feedback; and explain trade-offs across the device lifecycle, protection and return process.
OUTCOMES & DELIVERABLES
End-to-end customer journey
I mapped the journey from discovering the offer in the Itaú app through device selection, checkout, delivery, protection activation and future upgrades. Working closely with engineering on a tight timeline, I facilitated agile rituals that protected the experience from design through implementation.
Key contributions
I led a two-month discovery phase, created foundational eCommerce components for Itaú Shop, produced accessibility documentation for Central Bank compliance and aligned product, research and engineering throughout delivery.
IMPACT
Validation & learning
Moderated testing with six participants achieved an average task-success rate of 90% and a SUS score of 85. Participants understood the device offer and moved smoothly through checkout; the research also identified opportunities to make trade-in eligibility and protection benefits easier to compare.
Business impact
The programme generated R$178.5M in revenue, grew by approximately 25% in its first six months and achieved a customer lifetime value of R$12,400—around 15% higher than customers who did not purchase through the programme.
