client:
genial investimentos
01. building a design culture
01.1 a powerful tool
In February 2021, Genial Investimentos hired me to lead and manage a design team made up of just three people. At the time, the company lacked a full understanding of the design's potential and how it could be integrated into its operations.
It is important to understand design as a powerful tool for solving people and business problems.
01. building a design culture
01.2 Challenges / process
Design culture: The company lacked understanding of the role and importance of design in its processes and products. We begin by educating company stakeholders about design principles and practices. This included workshops, presentations and relevants cases examples. Initiatives have been implemented to promote a design culture within the company, encouraging interdisciplinary collaboration and the adoption of a user-centric mindset.
Structuring the Design Area: Transform an initial team of just three members into a functional and efficient design team. With the support of the CEO and board, a team structure was developed, including recruiting talent, defining roles and responsibilities, and establishing collaborative work processes.
Healthy Growth: Ensure that the design team's growth was accompanied by a solid structure and well-defined processes. As the team grew, we ensured the processes and structures were in place to support that growth, including ongoing training, performance reviews, and effective project management.
Conclusion: The transformation and growth of the design area at Genial Investimentos represents a testament to the power of design when integrated holistically into an organization. at that time, design has not only become a key part of the company's strategy, but has also driven tangible results and a culture of continuous innovation.
01. building a design culture
01.1 the redesign
After a diagnosis of the current product, the need to completely redesign Genial Investimentos' investment and banking services application was identified. The challenge was to create a new, functional, simple and sophisticated product that met users' needs and boosted the company's results.
Collaborative Design: With the newly structured design team, a collaborative design process began to redesign the app. This included market research, competitor analysis, prototyping, usability testing, and continuous iterations.
Focus on Form and Function: It was emphasized that design goes beyond the visual, highlighting the importance of bringing form and function to make users' lives easier. Every design element has been carefully considered to ensure an intuitive and effective experience.
User-Centered Approach: The design process was guided by a user-centered approach, prioritizing the needs, expectations and behaviors of end users at all stages of the project.
02. Building a new product
02.2 Research
In addition to structuring the design team, I set up a team dedicated to in-depth understanding of the product and customers. This team was fundamental in ensuring that the experience was designed with greater precision, using data obtained through behavioral tests, quantitative and qualitative usability tests. This information was essential to guide the design process and ensure a solution aligned with users' needs and expectations.
The result was a redesigned application that not only featured a modern, sophisticated look but also offered an exceptionally functional and intuitive user experience. Users could now carry out their investing and banking operations more efficiently and pleasantly, resulting in greater customer satisfaction and engagement.
This project highlighted design as a powerful tool for creating products that combine aesthetics with functionality, improving the user experience and boosting company results. The design not only differentiated Genial Investimentos in the market, but also added significant value to its clients.
03. first design studies
03.1 Concept
When we started the first drafts of this project, our vision was to unite the diversity of investment products with the practicality of banking services, all in one place. We wanted to create a comprehensive, integrated experience that gives users the convenience of managing their investments and finances in a single intuitive and accessible environment.
Besides, our goal was to provide a specially targeted experience for trading users, offering advanced tools and features that meet their specific needs. From advanced technical analysis to fast order execution tools, our app is designed to empower traders to make informed and agile investment decisions.
By combining the diversity of investment products with the practicality of banking services and an experience focused on traders, our application stands out as a complete and innovative solution for those who want to maximize their financial potential with ease and efficiency.
04. design delivery
03.1 Concept
With a focus on user-centric design and cutting-edge functionality, we've brought to life a platform that seamlessly integrates banking services and investment products, democratizing the experience of managing wealth. From the elegant simplicity of the credit card design to the immersive experience of the trader mode, every detail has been carefully considered to enhance the user experience.
Today, the Genial Investimentos app stands as a testament to our commitment to excellence in design and our dedication to empowering users with intuitive, accessible, and impactful financial tools. It's a culmination of teamwork, creativity, and relentless pursuit of innovation. Now, it's in the hands of our users, shaping their financial journeys and empowering them to achieve their goals.
As we reflect on this journey, we take pride in the product we've delivered and the impact it has on our users' lives. But this is just the beginning. We remain committed to continuous improvement and innovation, ensuring that the Genial Investimentos app remains at the forefront of the financial industry, empowering users to thrive in an ever-changing world.
05. Stories
05.1
Innovative Concept: Exploring User Experience through TikTok and Instagram-Inspired Stories
As part of the evolution of Genial's investment platform, I introduced a groundbreaking feature inspired by the usability and concept of TikTok and Instagram Stories. This innovative approach transforms how users interact with investment products, presenting them in a dynamic and engaging story format.
Intuitive Experience: Investment products such as Fixed Income, Funds, and Treasury Direct are showcased in stories that users can navigate with familiar gestures, like swiping up, down, and sideways. This simplified interface makes navigating the products more intuitive and accessible.
Humanization of Investments: To make investment products more accessible and appealing, we integrated inspiring visual elements and real people in authentic situations. The stories feature images and videos that reflect users' investment goals and profiles, creating an emotional connection and identification with the content.
Desires and Profiles Mapping: The selected images and videos are also strategically linked to the risk levels of each investment, providing a visual representation of potential results and benefits. This approach allows us to map users' desires, profiles, and preferences, helping them make more informed decisions aligned with their financial goals.
06. Credit card
06.1 a New Chapter at Genial Investimentos
In addition to all the innovations described earlier, it is important to highlight a significant milestone for the company: the introduction of the credit card to Genial Investimentos' product portfolio. I fully designed the card, bringing an elegant, minimalist, and sophisticated aesthetic that reflects the company's identity. The design of the physical card is a key highlight in this endeavor.
Furthermore, it is essential to emphasize the experience of using both the physical and digital card within the app. From the card application process to managing and paying the bill, the app provides an integrated and intuitive experience. Users can easily access features such as the virtual card, card usage settings, and more, all within the Genial Investimentos app.
This addition to the product portfolio represents a significant step for Genial Investimentos, expanding its offerings and providing customers with a complete and convenient financial experience.
07. global accounting
07.1 a New Chapter at Genial Investimentos
In addition to all the innovations described earlier, it is important to highlight a significant milestone for the company: the introduction of the credit card to Genial Investimentos' product portfolio. I fully designed the card, bringing an elegant, minimalist, and sophisticated aesthetic that reflects the company's identity. The design of the physical card is a key highlight in this endeavor.
Furthermore, it is essential to emphasize the experience of using both the physical and digital card within the app. From the card application process to managing and paying the bill, the app provides an integrated and intuitive experience. Users can easily access features such as the virtual card, card usage settings, and more, all within the Genial Investimentos app.
This addition to the product portfolio represents a significant step for Genial Investimentos, expanding its offerings and providing customers with a complete and convenient financial experience.
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