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Visa Business Credit Card

Designed to support business management

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Problem

Corporate members were not having a positive experience with the previous card provider and the associated digital web channel.

Solution

Offer a Visa card with a digital channel integrated into Internet Banking.

Impact

Over 80% of the credit card user base adopted the Visa card.

More than 82% of users are recurring on the digital platform.

Unicred

Unicred is a cooperative financial institution with over 30 years of experience in the market.

Role

Product Designer

Time line

jun 2023 - Present

Website

Context

Unicred was in the process of creating a new web-based Internet Banking and changing the credit card brand. In this context, the opportunity arose to develop a Visa credit card module within the new Internet Banking platform.

My role

Product Thinking

End-to-end process, from Discovery to Delivery, using design tools to understand problems and develop solutions.

Design tools

Personas, CSD Matrix (Certainties, Suppositions, and Doubts), User Journeys, Analytics, User Flows, Heuristic Analysis, Benchmarking, Research, Blueprint, Design Sprint, Lean Inception.

Software tools

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Discovery

1. Personas

We refined the personas created for the Internet Banking initiative using data obtained from surveys on corporate users' perceptions of credit cards.

2. CSD

We documented the team’s certainties, assumptions, and doubts during the design process to map the learning throughout the project.

3. Benchmarking

We analyzed the scope of functionalities of several competitors to understand how the market's position regarding credit card products.

4. Data Analysis

We analyzed previously conducted surveys, behavioral data, and transactional data from the credit card to gain insights into its performance and current status.

5. User Journey

We developed a user journey to understand the opportunities and challenges faced by the user throughout their experience with the card.

Personas

Data Analysis

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Benchmarking

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User journey

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Lean Inception

We knew we would have a credit card module within the Internet Banking, but it was essential to define a Minimum Viable Product (MVP). To achieve this, we conducted a Lean Inception to identify the key functionalities needed for the user.

Vision and Understandment

Understand the target audience/persona for the Credit Card Visa module within Internet Banking, highlighting the different needs compared to the app.

Ideate and Decide

Based on the discovery materials, we identified improvements to be implemented, user needs, and business opportunities within the digital channel.

MVP and Sucess Metrics

We defined functionalities that address the various stages of the credit card product, from onboarding to bill payment. Additionally, we established metrics for adoption (new users and current card base) and retention (feature access and recurring users).

Roadmap

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Delivery

Ideação

In this stage, we used co-creation workshops as a Sprint to facilitate the ideation of features, anticipating scenarios and assessing the technical feasibility of the proposed solutions.

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Design System for scale

In addition to piloting the web component library of the UDS (Unicred Design System) used throughout the Internet Banking, we had the opportunity to develop a specific component library for the Visa team in this initiative.

Tokens

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Base componentes

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Suport Library

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Product Components

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Mocks

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Interface

We leveraged the visual design standards established in the Internet Banking initiative, which adhered to best heuristic practices and a minimalist aesthetic.

RESUME

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INVOICE

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MY CARDS

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GET CARD

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Key takeaways

Implementation of the Design System

As one of the pilot products of the Web Design System, it was essential to establish ongoing communication to support the developers in implementing the new library.

User-Centered Design

Many team members had previously worked on developing the app solution aimed at individual users. Ongoing conversations for cultural alignment and focus on the specific persona were necessary to avoid the temptation to replicate features exactly across different channels, without considering the specific needs of users for each channel.

Next Steps

Analyze the established metrics, validate the implemented solutions, and explore potential future improvements.

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