Brand System is a intern project that came with a complex problem: Itaú's workers had difficulty finding brand assets.
Itaú Brand System
Where 100.000 employees access the brand assets.
Where 100.000 employees access the brand assets.
Overview
Itaú Unibanco is the major Brazilian private bank and Latin America’s biggest financial institute and being considered the country’s most valuable brand in the last 16 years - according to Interbrands. However, from newcomers to general employees there was a pain in finding brand’s basic assets such as logo, fonts and icons. People got lost where and who to ask for these basic assets for daily work.
My Role
I acted as a part-time Product Designer and later full time PD in collaboration with brand specialist, service designers, copywriters, development team and some marketing directors as stakeholders.
The Challenge
The project had the point to solve a common pain with Itaú’s employees and external collaborators - there was no “official repository” to find basic assets and a lot of brand books. Itaú has almost 90 years of a strong brand but we didn’t have a right place for it. In 2019, the company had near 100k collaborators and the time spent in trying to get the right color or the right icons could be an offensor occurring in money loss. The idea is to protect Brazilian’s most valuable brand in a digital repository.
The Team
The project started as a side project along with main digital projects and it had user research data and a product roadmap. As I became a full time product designer in collaboration with Jonny Czar (product designer specialist), Diego Strobelt (product designer), Christiane Lynn (brand specialist) and Bruna Daniele (service designer).
Main Tasks
Discovering Customers Insights & Ideation
Building Project Vision
Planning and scope definition
Design execution and validation
Design & Research Took Kit
User Interview
Co Creation
Sketch
Photoshop
Illustrator
After Effects
Principle
Discovering Customers Insights & Ideation
First thing was to understand in depth who were the people and what were their pinpoints. Since Itaú also work with other companies (not only intern team), this first exploration phase included outside agencies and studios. Four personas were found:
- newcomers: just started working for/in Itaú
- spreader: creates, updates and spread assets
- independent users: uses the material created by the spreader
- delegator: does not uses it directly, but shares it
The goal were to fit the propose with these four personas in its own moments working.
After this, we:
1. Explored with branding team the possible available contents
2. Card sorting sessions with part of this public to understand their relation with types of content and help us to clusterize and priorize
3. Journey map: understand painpoints and understand witch contents to offer in certain moments of the journey and possible features
MVP
We learned what kind of contents could be prioritized and made us advance to a site map of our MVP and getting into a designed version. In the MVP we included some basic assets and must have one: logo, fonts, icons, basic colors and a presentation template.
Results
We tested it with quantitate and quality measuring engagement, happiness, success and adoption for a month. Using the HEART* framework, we made it to results.
Hapiness: 80% responses with positive feelings
Engagement: 2x usage fee per month + 2 downloads per user
Adoption: 70% of invited users access the platform (1,3 access/week)
Retention: 90% of obtaining the 4 assets is done through the platform
Task Success: 50% of users perceive it to take up to 2 minutes to search for an asset + time on page of up to 5 minutes
Next steps is to envolve the MVP, creating a logged area with content by product (Itaú varejo, Itaú Empresas, Rede etc)