IBBA 360
MOBILE APP
Itaú BBA is Brazil's largest investment bank in the corporate and middle-market segments. Its relationship officers manage dozens of high-value client accounts and are constantly on the move — visiting clients, registering opportunities, and monitoring credit limits and NPS scores in the field.
The existing IBBA 360 Mobile app, built on Salesforce, was meant to support this fieldwork. In practice, it was barely used. Officers faced a login flow with 10 steps — VPN setup, email and password, and multi-factor authentication — so complex they simply gave up and relied on notebooks, WhatsApp, and desktop workarounds instead.
"I didn't even know there was a mobile version of IBBA 360. It would be really useful during client visits." — Officer, during research
Between 2023 and 2024, the commercial team saw a 9 percentage-point increase in time spent on sales, driven by a higher volume of client visits. The tools weren't keeping up — creating an urgent need to redesign the mobile experience to actually support how officers work.
I was the sole designer on the project with full ownership of the experience — from research planning to final handoff and pilot validation. My mandate: understand why adoption was critically low, uncover what officers genuinely needed in the field, and redesign the app to earn real daily use.
The constraints were significant. The app had to run within Salesforce mobile infrastructure, comply with corporate security policies including MFA and VPN, and pass a controlled pilot with a minimum 70% approval rate before broader rollout.
I structured discovery in two phases to avoid designing for assumptions rather than real behavior.
5 interviews with Middle Market officers, averaging 25 minutes each (Dec/2024–Jan/2025). I mapped their full working day across all tools used: IBBA 360, WhatsApp, notebooks, Outlook, and phone calls.
28 responses from officers who had previously used the mobile app. Survey focused on which indicators and features mattered most specifically in a mobile context, not on the desktop.
I built a circular journey map covering 10 activity stages split between office and field, each using different tools. This revealed exactly where IBBA 360 was absent and where it could add real value.
What the data revealed
Quantitative results gave clear signal. "Visits" topped the priority list at 79%, followed by "Credit Limits" (46%) and "Maturities" (43%). For features, "Register Visits" ranked first at 71% and "Create Opportunities" second at 61%.
- Pain — Login friction: A 10-step login (VPN, credentials, MFA) made the app feel like a barrier, not a tool.
- Pain — Wrong mental model: The mobile UI mirrored the desktop — analytical and data-heavy. Officers in the field needed action and speed.
- Opportunity — AI-assisted notes: Officers took handwritten notes during visits and typed them up later. Audio capture with automatic transcription was a clear win.
- Opportunity — Offline access: Client visits happen in areas with poor connectivity. Critical data needed to work without internet.
Based on the research, I made three fundamental shifts in how the app was conceived — each a deliberate departure from the original approach.
Key design decisions
Home screen as an analytics dashboard — charts, production metrics, financial data.
Home screen oriented to actions and alerts — what do I need to do today, and with whom?
Login required 10 steps: VPN, email and password, MFA approval, and more.
Login reduced to 2 steps: biometric authentication via Deep Link, following the Itaú banking app pattern.
Visit registration was manual text entry — 6,200 keystrokes on average per typed report.
Voice-first visit logging: AI transcribes audio and auto-fills the contact report, reducing effort by 66%.
From MVP to full scope
I defined a phased delivery strategy to reduce risk and validate core assumptions before expanding scope. The MVP focused on the highest-impact areas: biometric login, redesigned Home, client list with smart search, and visit registration. The full version would add events, NPS tracking, dashboards, and AI-powered features.
The redesigned visit registration flow — shifting from typed to voice-dictated reports — reduced input effort by 66%: from 6,200 keystrokes to 2,067 per report. At scale, this represents over 1 million keystrokes saved per reporting cycle across the entire officer base, freeing up meaningful time for client-facing work.
Login went from 10 steps to 2, directly removing the most-cited barrier to adoption. Officers who had never opened the app reported finding the new experience intuitive without any onboarding guidance.
The pilot launched September 8, 2025, with a structured rollout: 10 users → 50 → full base. Acceptance criteria spanned three dimensions: experience (Likert), adoption (daily use increase), and performance (login and navigation speed). Minimum threshold: 70% approval across all dimensions.
Beyond the metrics, this project changed how the CX Design team operated within the bank — establishing a research-to-pilot model that is now being replicated for other internal tools, including the Slack/Turvis integration.
(Salesforce-based)
Quantitative Survey (Maze)
Journey Mapping
Pilot Testing