Pix Payment Journey

I worked as an IBM contractor on the Payments squad at iti, Itaú's digital bank. Pix — the Brazilian Central Bank's new instant payment method — launched on November 16, 2020, requiring a technical rebuild and a new payment journey. We took this as an opportunity to build a new, proprietary experience and visual identity.

The previous payment journey was content-heavy, less gestural and lacked brand identity.

We built a more fluid, flexible payment journey that merged the previous default forms as DOC/TED and bank payment slip with the new tokens as mobile phone number, security number, e-mail and random key.

After user interviews and usability tests among business and branding definitions, we made a transfer & payment hub and a completely new flow to the user:

• a new hub with information hierarchy reorganized on screen, bringing more defined content and task groups
• we refreshed the interface with iti's new proprietary visual identity (using the pink palette), highlighting the iticon avatar to bring a friendly touch to the journey
• we added a messaging feature for all users, anticipating a social layer for transactions — before Pix, messaging was only available between iti accounts

iti was the first financial institution to roll out Pix to its entire user base, 5 days before it was available to the entire banking system. Also, 6 months after Pix launch, the app doubled its client base (from 3 million to 6 million users).

Credit also to Luiza Furtado (Itaú), who worked with me as IA/UX designer.