Optimizing self-service contracting flows and the merchant product ecosystem.

Overview

Itaú Rede is one of Brazil’s largest payment processing companies, owned by Itaú Unibanco.

The platform serves millions of business clients, from small entrepreneurs to large corporate accounts.

As a Senior Product Designer, I worked across three strategic fronts:

1. Optimizing self-service product contracting flows
2. Improving the Itaú PJ product portfolio structure and usability
3. Managing and redesigning the public Rede homepage with a stronger content strategy

This project required balancing user experience, legal compliance, business strategy, and multiple stakeholder interests.

The context

Financial platforms operate in a high-stakes environment:

• Strict regulatory requirements
• Legal approval processes
• Multiple internal stakeholders
• High user volume
• Revenue impact tied directly to digital flows

Any friction in contracting flows affects conversion. Any compliance issue creates legal risk. Any confusion in the portfolio structure affects cross-sell and user trust.

The work was structural.

1. Optimizing self-service contracting flows

The problem

The existing self-service contracting journeys had accumulated complexity over time. Users needed to contract financial products quickly and safely.

Flow restructuring and step optimization

Key design actions:

• Reduced cognitive overload per step
• Improved information hierarchy
• Clarified legal terms without removing mandatory content
• Organized inputs logically to reduce errors
• Made progress visibility clearer

In financial environments, compliance content cannot be removed. The answer was to restructure.

I worked closely with legal and business stakeholders to ensure that usability improvements did not compromise regulatory integrity.

Impact

The optimized flows improved efficiency in product contracting, increased clarity around legal obligations, reduced friction in self-service journeys, and strengthened trust in digital contracting.

2. Restructuring the Itaú PJ product portfolio

The problem

The Itaú PJ portfolio had usability issues identified through corporate client pain points.

Challenges included:

• Confusing categorization
• Overlapping product descriptions
• Difficulty comparing offerings
• Weak hierarchy between primary and secondary products

The structure reflected internal organization more than user mental models.

Redesigning the product architecture

The redesign focused on:

• Reorganizing products around user needs and business goals
• Improving labels, descriptions, and comparison logic
• Creating clearer entry points for different client profiles
• Aligning architecture with business goals, commercial priorities, legal requirements, and real client pain points

The result was a more intuitive and commercially effective portfolio structure.

3. Redesigning the Rede homepage

The problem

The public homepage is the entry point for thousands of potential clients. Issues included:

• Overloaded content
• Weak prioritization
• Messaging dilution
• Lack of strategic curation

The homepage needed to clearly communicate value while serving diverse business profiles.

Content strategy and prioritization

Instead of treating the homepage as a static marketing page, I approached it as a strategic communication surface.

Key improvements:

• Clear prioritization of core offerings
• Reduced noise
• Stronger content hierarchy
• More intentional distribution of attention
• Alignment between commercial goals and user needs

In large organizations, homepage management is ongoing governance.

Constraints and complexity

This project involved:

• Strict financial regulations
• Legal approval processes
• Multiple internal stakeholders
• High-visibility interfaces
• Millions of users

Design decisions were rarely isolated. Every change had systemic implications.

This required strong negotiation, documentation, and strategic clarity.

Outcome

The project delivered:

• Optimized self-service contracting flows with improved efficiency and compliance
• Improved usability of the Itaú PJ product portfolio
• A redesigned Rede homepage with stronger content strategy and prioritization

Beyond interface improvements, this work strengthened structural coherence across the platform.

My role

Senior Product Designer, 2022 to 2023

Responsibilities included:

• UX strategy
• Information architecture
• Flow optimization
• Cross-stakeholder alignment
• Content prioritization strategy
• Visual and interaction design

This project demonstrates my ability to design at scale within regulated financial environments, balancing business performance, legal compliance, and user clarity.