//Case
Product Design // Service Design
// Challenge
Itaú had dozens of product offerings distributed across hundreds of digital journeys, but no consistent cross-sell strategy. The challenge was to map opportunities for connecting products and create a scalable model for integrated offerings.
// My contribution
I led the mapping of products and journeys for the superapp,
identified cross-sell patterns
and co-created a standardized system of contextual offers, ensuring consistency and a better experience for the customer.
// Process and solution
Fast and Complete Mapping
We needed to capture all of the app’s offers and journeys, something that was massive and had never been done before. I mobilized a team of 11 people to capture and organize all of the app’s journeys and offers in one week.
Validation with Experiments
We created a proof of value test model, with cross-offers in different contexts, proving how to do it, and that acceptance was greater when they were done in a natural and relevant way for the customer.
Experience validation
We knew from customer feedback that in-app offer pieces were a very sensitive topic. We developed some variables based on this feedback and tested them, validating the best customer experience.
// Results
The new cross-sell approach and standardized pieces were implemented and tested, resulting in a +12% increase in conversions across the tested offer group. In addition, we had an impact on the app’s components and consistency.
// Lessons learned
The transition from an exploratory study to a scalable model via a design system was essential to ensure consistency and efficiency, allowing internal teams to apply the strategy in a structured and replicable way.
