Challenge
Create a new revenue stream for Itaú by partnering with Samsung to offer exclusive device financing, while ensuring the experience feels native to the Itaú ecosystem and drives measurable business impact.
01 • Market Research
Understanding the Market
I conducted comprehensive competitive analysis to identify opportunities in the Brazilian mobile device financing market and understand how Samsung no Itaú could differentiate itself.
Feature
Magalu
Americanas
Samsung no Itaú
Samsung Store
Installment Plans
Trade-in Program
Device Insurance
Upgrade Benefits
Credit Integration
Key Insight
Samsung no Itaú is uniquely positioned as the only solution combining Samsung's full device ecosystem benefits with Itaú's trusted credit infrastructure, creating a comprehensive value proposition unavailable from any single competitor.
02 • User Research
Target Buyer Persona
Developed data-driven personas by analysing credit card usage patterns, conducting customer interviews, and studying behavioral data to ensure the solution meets real user needs.
Rafael Santos
Tech-Savvy Professional
São Paulo, SP
32 years old
R$ 8,500/month
Goals & Motivations
•
Stay updated with latest Samsung devices
•
Avoid high upfront costs for premium phones
•
Maximize credit card benefits and rewards
•
Protect device investment with insurance
Pain Points
•
High interest rates on traditional financing
•
Complicated trade-in processes
•
Lack of flexible upgrade options
•
Limited access to exclusive deals
Behavioral Insights
R$2,500
Average spends monthly on Itaú’s credit card
~1.2 years
Average device upgrade cycle
4.5M+
Similar Itaú customers
"I want to always have the latest Samsung phone, but I need flexible payment options that fit my budget without compromising on benefits like insurance and upgrade programs."
03 • Solution
The "Sempre de Samsung" Program
Created a comprehensive value proposition that combines flexible payment options with insurance coverage and upgrade benefits, making Samsung devices more accessible to Itaú customers.
Samsung Ecosystem
Access to exclusive Samsung devices including Galaxy S, Fold, and Watch
Premium device selection
Exclusive Benefits
Special offers, insurance included, and priority customer service
VIP treatment
Itaú Rewards
Earn points on purchases and enjoy cashback on select Samsung products
Double the rewards
Flexible Installments
Pay in up to 21x with competitive rates using your Itaú credit card
No upfront payment required
Device Protection
Comprehensive insurance coverage for theft, damage, and technical issues
Peace of mind included
Upgrade Program
Trade in your device after 12 months to get the latest Samsung flagship
Always stay current
The "Sempre de Samsung" Promise
A subscription-like experience that makes premium Samsung devices accessible and affordable for Itaú customers, combining the best of both brands into one seamless journey.
R$ 100
Starting monthly payment
21 months
Minimum to upgrade
21x
Interest-free installments
04 • User Experience
Customer Journey Mapping
Mapped out the complete acquisition journey with clear touchpoints and emotional states, ensuring a frictionless path from product discovery to purchase completion and beyond.
Phase
Discovery
Phase
Consideration
Phase
Purchase
Discovery
Awareness
User sees Samsung no Itaú promotion in app
curious
Key Touchpoints:
Home banner
Push notification
Email campaign
Discovery
Exploration
Browses available Samsung devices and benefits
interested
Key Touchpoints:
Product catalog
Feature comparison
Program details
Consideration
Selection
Chooses device and reviews payment options
evaluating
Key Touchpoints:
Device configurator
Price calculator
Trade-in estimator
Consideration
Checkout
Completes purchase with installment plan
confident
Key Touchpoints:
Payment selection
Credit approval
Insurance opt-in
Purchase
Fulfillment
Receives device and activates protection
excited
Key Touchpoints:
Delivery tracking
Unboxing guide
Insurance activation
Retention
Engagement
Uses device and considers future upgrades
satisfied
Key Touchpoints:
Upgrade reminders
Exclusive offers
Loyalty rewards
Journey Design Principles
Reduce Friction
Streamlined checkout with pre-filled Itaú customer data and quick payment using one of their credit cards.
Enable Discovery
Interactive device comparison and preview tools help users make informed decisions without overwhelming choice.
Build Trust
Transparent pricing, instant credit approval, and familiar Itaú branding create confidence at decision moments.
Clear trade-offs
Effectively communicate the lifecycle model, ensuring customer clarity on the device return process at the end of the contract cycle.
06 • Validation
Usability Testing Results
Conducted moderated usability tests with 6 participants using the SUS (System Usability Scale) methodology, achieving an excellent score of 85 while identifying key areas for optimisation.
6
Participants
90%
Avg. Success Rate
85
SUS Score
5
Task Performance Analysis
Task
Success Rate
Avg. Time
Difficulty (1-5)
Find and view Samsung devices available in the program
100%
32s
Compare two different Samsung models
100%
45s
Calculate monthly installments for a device
83%
58s
Complete purchase with insurance selection
100%
2m 15s
Key Findings & Actions
Clear Device Presentation
All participants easily found and understood device specifications and pricing
Action: No changes needed - maintain current design
Seamless Checkout
Pre-filled customer data reduced friction and errors in purchase flow
Action: Keep streamlined checkout with Itaú integration
Trade-in Confusion
4/6 participants struggled to understand trade-in eligibility criteria without prompting
Action: Add tooltip with clear eligibility requirements
Insurance Value
Some users missed the insurance benefits explanation
Action: Enhance insurance value proposition with visual comparison
Testing Methodology
Participants
6 Itaú customers (ages 28-45) who own smartphones and use credit cards regularly. Mix of Samsung and non-Samsung users.
Method
Moderated remote sessions (45 min each). Think-aloud protocol with task-based scenarios. Post-test SUS questionnaire.
Tools
Figma prototype, Notion for note-taking, Google Forms for SUS survey.
07 • Impact
Success Metrics & Business Impact
Defined clear OKRs and measurement frameworks to track customer engagement, satisfaction, and business impact throughout the product lifecycle, demonstrating significant ROI.
R$ 178.5M
Total Revenue Generated
~+25%
First 6 months
R$ 12,400
Customer Lifetime Value
~+15%
vs. non-shoppers
Key Learnings & Next Steps
What Worked
• Seamless Itaú integration reduced checkout friction significantly
• Clear value proposition drove higher-than-expected NPS
• Trade-in program exceeded adoption targets by 56%
Opportunities
• Improve trade-in clarity to reach 100% task success rate
• Expand to other Samsung product categories (tablets, watches)
• Test personalized device recommendations based on usage patterns
Main contributions
01
Research-Driven Strategy
Sole Product Designer leading a 2-month discovery phase with the research team and PM. Defined the product strategy through deep research insights before the development cycle began.
02
Design System Maturity
Developed foundational e-commerce components for the Itaú Shop, scaling the design system and ensuring consistency across all future retail products.
03
Inclusive Design
Led Central Bank (Bacen) compliance efforts by creating detailed accessibility annotations and coordinating with the accessibility team to meet all requirements.
04
Agile Implementation
Partnered closely with engineering under a tight delivery timeline, actively facilitating Scrum rituals to ensure design integrity during rapid implementation.
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