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Itaú Cashback in Partner Stores
Designing a new store to promote loyalty and engagement among millions of customers
Client
Itaú Unibanco
Year
2023
Type
Mobile app B2C
Challenge
Itaú, the largest Latin American banking group, was restructuring its loyalty and benefits program to amplify engagement and increase conversion, facing competitors.
As part of this restructuring process, it was necessary to phase out a Partner and Benefits store that offered e-commerce discounts and coupons in the Itaú cards app, and to design and launch a new store that offers cashback for use in banking and beyond banking ecosystem.
Solution
Analyzing research of the loyalty program initiatives and benchmarking with the main competitors, the product manager and I realized that customers considered cashback more valuable than points, but the lack of clarity about when it should be received generated much distrust in loyalty programs.
Thinking about it, besides great cashback offers in the main brands of different sectors, we decided to focus on highlighting your faster cashback deadline and create a status page that shows when the customer's cashback will be credited, as a competitive advantage.
To facilitate a fluid navigation, I also designed shortcuts and menus by categories, higher cashback, most accessed, featured stores sections, a FAQ page, and a feedback page, very important for future data-driven evolutions.
We launched within the decline set for Black Friday, hitting the GMV and becoming a main driver of engagement in earning and using of Itaú points in banking and Itaú Shop products, with the prediction of representing half of sales in Itaú Shop ecosystem.
+65 million
individual customers using a new value proposition product
available for
+50
big brands at Itaú partner store,
from around 10 brands before
Results
My role
As the sole designer, I led the project from discovery to delivery — driving research, design, and validation tests. I partnered closely with engineering to bring the new interfaces to life, aligning usability goals with technical feasibility, defining KPIs, and product timelines.
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Learnings
1.
Everything
is a system
the customer and user never have an isolated experience; each component, feature, journey, service… affects his experience as a whole. Our syncs between product designers from different loyalty initiatives helped us build a consistent systemic experience.
2.
Engagement
is king
engagement it's one of the main factors for customers prefer to use a brand instead of others; it's not a unique thing, but might be the combination of relevancy, great usability, and gamified reward, like an earn/use points benefit, for example.
3.
Clarity for trust
a relevant offer can attract online sales one time, but what will fidelity the customer is how well he was treated in post-buying.
That’s why the clarity of knowing when it will be credited and seeing how much cashback you have to receive is so important to loyalty.
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