Caixa Tem — Daniel Malva

Caixa Tem.
And its great challenge: how to reach Caixa's low-income public?

Caixa Tem is an app that targets the low-income audience of Caixa Economica Federal, the largest federal bank in Brazil. This was its main challenge: how to approach and deliver financial services in an intuitive way for this specific audience.

Meu Role

In addition to idealizing the entire navigation structure and interface interactions in its most diverse formats, I also coordinated the entire creative team involved in the project, such as visual designers, UX Writers and, of course, front-end developers.

Deliverables
- wireframes
- user journeys
- personas
- user testing
- technical team management

UX Strategy

The Discovery process pointed out that Whatsapp, Telegram an other messages applications were the most used apps among the low income audience of Caixa.

That fact brought us the insight that we should create an interface that the users already knew how to use it without ever having seen it. Based on that we built all the journeys for each one of the 25 possible transactions and converted them from a system approach into a dialogue flow.

The strategy was to transform transactions into conversations and by that increase the usability and efficiency of the interface.

Findings & Experience

One of the greatest challenges of this project was to enrich the experience by using all the interactions that these apps already offered for the users.

We realized that we could use audio messages, images and files sharing and other resources as a significant part of the experience.