Diversifying products and making investing easier.
Redesign of Itaú's investment flow into a dedicated app, focused on product discovery, crypto trading and education for new investors.
The Problem
Limited crypto offering
A narrow portfolio and the absence of modern digital assets pushed investors to competing platforms to diversify.
Low visibility of key features
The information architecture kept the investment area in the background. That discovery friction sharply reduced the conversion rate of new deposits.
Crashes and slowness
High latency and instability made users insecure. In trading contexts, performance failures destroy trust and increase churn.
User research revealed dissatisfaction with the app. Pain points showed the investment area was treated as secondary, without the prominence it needed. The absence of modern services such as crypto trading was a clear opportunity for innovation in the market.
The Solution
A dedicated investment app
The investment system sat in the background. A focused app creates exclusivity and narrows user profiles — generating visibility, task specialisation and a stronger position against competitors.
Tutorials to guide new investors
With a dedicated app, an education layer covering both finance and platform usage became essential.
The diagnosis: the experience was hidden and broken. To truly compete, the answer wasn't a tweak — it was a dedicated app. That's how Itaú Trading was born, built on three pillars: product variety, financial-market aesthetics and educational support.
Results
Optimised discoverability
Centralising the portfolio in a dedicated app removed the cognitive effort of searching, placing high-conversion assets directly in the user's peripheral vision.
Reducing the Gulf of Execution
The guided interface and tutorials act as cognitive scaffolding, turning the fear of investing into confidence and lowering the entry barrier for beginners.
Next Steps
If the product were live, the main KPIs to validate these hypotheses would be:
- 01.
Task Success Rate
What share of users complete the intended action without having to redo the investment flow?
- 02.
Contact Rate
Measuring whether the clearer interface and built-in tutorials reduced basic questions in Itaú's chat and call centre.
- 03.
Feature Adoption Rate (crypto)
What percentage of the active base diversified their portfolio with digital assets? This validates the hypothesis of stopping capital from leaking to competing brokers.
Challenges and Learnings
The trust vs. innovation paradox
The biggest challenge was bringing the agility and bold aesthetics of crypto exchanges (dark mode, dynamic charts) without losing the sense of safety, tradition and robustness users expect from an institution like Itaú.
Financial anxiety and cognitive load
Testing confirmed that financial jargon stalls the journey. The learning: good UX writing combined with guided flows directly reduces cognitive load and speeds up decision-making for beginner investors.
Continuous evolution
With more resources, the natural next step would be A/B testing in production to compare the conversion rate of the old flow (inside the super app) against this dedicated standalone environment.
// Next project
End-to-end structure for a landing page that converts.