Building a retail bank
- Client BTG Pactual
- Year 2020 - 2022
- Role Team Leadership and UX Strategy Associate Director • Visual Design
Led the design strategy and UX execution for BTG+, a fully cloud-based digital bank, impacting millions of users and supporting BTG’s expansion into retail.
Challenge: Reach 50% of revenue from retail by 2025. BTG Pactual entering the retail banking market with BTG+ (Retail Banking). Highly competitive Brazilian digital banking landscape.
As part of our global strategy, we are dedicated to introducing financial products in a completely innovative and unique manner. In Brazil, as in many parts of the world, we operate within a highly competitive environment where the value proposition extends beyond the product itself. Customer choices are driven by exceptional experiences.
Surrounding concepts
The culmination of a meticulously crafted model, driven by a deep understanding of user needs and aligned with emerging trends. Every decision and articulation rooted in user behavior, strategically positioning design as a driving force behind the bank’s transformative initiatives. Part of branding ideia were developed by consulting in NY and improved by the internal design team.
© All rights are reserved
Craft and experience framing
What do we envision for our product?
PFM
Learning-driven engagement that respects privacy. Insights appear only when relevant — never intrusive.
Social
Finance as a shared journey, not a solo task. Social signals turn money into collective progress and support.
Invisible
The best experiences don’t interrupt — they adapt. Contextual intelligence that works quietly in the background.
Anatomy and Visual examples
As designers, we take great pleasure in witnessing the final outcome in the hands of the users. Below, I present some examples (which have been modified for demonstration purposes). Enjoy it!
The concept of flat and minimalist design has evolved due to user preferences. The introduction of the Z-axis has been employed to enhance the usability of floating menu buttons. Although this deviates from the original design intent, it has become a necessary adaptation to meet user needs effectively.
Design overview
Embrace the disposition of being discreet, social, and empowering in assisting customers with their financial well-being.
Almost five stars
Bold decisions built a retail bank users truly trust. A 4.9 App Store rating and over two years as Brazil’s top-rated digital bank prove it.
Product vision
Product vision is not declared — it is earned over time. Built by nearly 300 professionals, shaped by real usage, not assumptions.
Design and culture
From a team of three to a high-performing design org. Over ten designers, near-zero turnover, and design as a competitive advantage.