10 years of uncovering problems and crafting solutions for digital products and services.
eCommerce Itaú with Samsung: Subscription Program
CHALLENGE
Design a subscription-based upgrade program for Samsung mobile devices that allows users to upgrade to newer models after a set period.
CLIENT
THE TEAM
Product Designer
Product Manager
Tech Lead
2 Back-end Developers
2 Front-end Developers
CONTRIBUTION
As sole PD, I contributed with:
- Final interface designs
- Handoff with DevOps
- Ideation Workshops
- New components
- Specs of Accessibility and Tags
Insights from benchmarking research led to a new business idea: a subscription plan for Samsung phones that gives customers the option to receive a new Samsung device of their choice every 21 months. The program was named ‘Sempre de Samsung,’ meaning ‘Always with a Samsung.’
OKRS
Goals for Samsung eCommerce platform
→ Increase customer engagement with Itau's credit cards​
​
​→ Achieve customer satisfaction NPS score above 80
​
→ Raise Itaú Shop GMV (gross merchandising value)
THESE ARE THE OUTCOMES FOR THE FIRST SEMESTER FOLLOWING THE LAUNCH OF THE NEW SUBSCRIPTION PRODUCT IN 2022.
​5+ million final customers
7,7% of the bank's total clients
3+ million impressions per month
+12% raise
Average revenue of 3+ million dollars a month
+7% raise
Buyer Persona
Sort and Filter Product List
Payment Radio Button
Product Item Vertical
for IDL, Itaú Design Language
New eCommerce Components
Accessibility Specs
Accessibility in UI design is required by the Central Bank to ensure inclusive access, particularly for individuals with visual disabilities. Product designers are responsible for this process, ensuring specifications are properly followed and conducting thorough testing with users who have disabilities.
REAL TEST SUMMARY SAMPLE
In this test, performance fell below Itaú's standards due to an initial screen with lengthy copy, which users did not read fully, negatively impacting their experience. Following the test, new designs were created until reaching the final version.
Usability Testing
Each journey in the high-fidelity prototype includes a task to analyze usability and copy, ensuring that both the user experience and content effectively meet the needs of users.
METHOD
The SUM method was utilised in this study, using a likert scale ranging from 1 to 7 to assess participants' perceptions of usability.
TEAM INVOLVED
Itaú's research team is responsible for recruiting and conducting the test and the product designer is responsible for goals, tasks, prototype, briefing and general alignment with the product team.
For this project, a variety of research methods were employed, ranging from concept testing to conjoint analysis, using both qualitative and quantitative approaches. As the product designer, I defined the brief and strategies for testing based on your defined personas and user behaviour.
UX Metrics
One of the journeys implemented with these new features is the satisfaction evaluation, which will be triggered at three different purchasing moments. This evaluation is valuable for NPS reports and assessing UX metrics.
Behind each metric, all the qualitative answers are analysed in cloud words and clusters, which leads to the product backlog.
All performance metrics are from the second quarter of 2022
CUSTOMER SATISFACTION
85%
69% response rate
59% loved the experience
05% hated the experience
ABANDONMENT RATE
52%
64% are still not decided to buy
10% didn't have the information needed
10% payment options don't work for me
We decided to make an action plan for these 64% undecided customers. After a brainstorm these ideas went to the product backlog: Include more product photos and build a comparison table between similar products
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