CX & Digital Transformation
This project highlights a series of design initiatives undertaken to bolster the largest Brazilian bank's position in Colombia. Our work focused on successful digital transformation through enhanced customer experiences.
Role Design Manager
Capabilities Service Design, UX, UI
Year 2019
Client Itau Bank Colombia
Company Accenture
The challenge
Considered the biggest bank in Latin America, Itaú is still one of the smallest banks in Colombia and as part of its growth strategy decided to partner with Accenture in order to strengthen their customer experience and digital transformation strategy.
To achieve this, as Accenture we facilitated a human centered focus
that enabled the bank to understand the needs, pains and expectations from their clients, all this in order to help them identify business opportunities to add value and achieve business success.
This approach requiered a multi- disciplinary design team from Accenture, that supports different areas that managed the digital and physical channels; the team’s aim is to allow the bank improve the customer experience throughout the whole ecosystem.
User centric start
We partnered with Itaú, using a blend of strategic and creative methods to define and build their services. Our process began with a deep dive into the needs, pain points, and expectations of both Itaú's business and its clients. This initial phase allowed us to pinpoint exactly how Itaú could address client needs and deliver significant value. With these opportunities clearly identified, we then helped Itaú design viable solutions and successfully launch them to the market.
Setting up vision
Before diving into product interface design, we define the end-to-end experience by mapping both the customer frontline journey and the operational backend perspective. This approach allows us to pinpoint critical areas requiring attention, ensuring our design efforts focus on the most impactful parts of the experience. Simultaneously, understanding the backend's capabilities helps us design feasible and implementable solutions, guaranteeing our proposals move beyond presentations into reality.
@2024