Expanding Itaú Help Center
Team
Digital Service
Product
Mobile App
Project type
Product evolution
Role
Senior Product Designer
⚠️
Problem
The help center had low adoption and outdated content, and was structured exclusively as an FAQ. This model limited the experience, making navigation less intuitive and misaligned with current content-consumption formats, while also making it harder for users to understand more complex tasks.
🎯
Objectives
- ○ Increase help center usage
- ○ Improve content comprehension
- ○ Reduce friction around operational questions
🔍
Process
The initiative started from a reflection on how people learn (a more pedagogical approach) and
changes in digital content consumption (especially fast, visual formats).
From there, hypotheses were explored focusing on: information organization, diversifying content formats, and reducing cognitive effort during navigation.
✅
Solution
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The proposal was to evolve the help center into a more structured, multimedia, and discovery-oriented experience, with:
- ○ A new "Topics" organization on the home screen: e.g. credit card, checking account, fees, etc. Each topic with its own navigation structure
- ○ Content in multiple formats and short "stories"-style step-by-step videos, plus integration with content already existing on other channels (e.g. YouTube)
- ○ Improved hierarchy and scannability, making it easier to find information and reducing exclusive reliance on FAQs
- ○ A more modern visual standard, better aligned with the IDL (Itaú Design Language)
📊
Results
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The proposal was well received by stakeholders and considered relevant for evolving the experience. However, implementation was routed for prioritization review, due to:
- ○ High engineering effort
- ○ The need for an ongoing content production and maintenance structure
- These factors impacted short-term feasibility and scalability.
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Learnings
- ○ Richer content experiences require a clear operational strategy, not just a design solution
- ○ Content scalability is a critical factor for digital products
- ○ Good ideas need to balance value for users against maintenance cost