Itaú Unibanco · 2021 — 2022

iCarros Rebrand & Redesign

Leading the rebrand, redesign and ecosystem integration of Brazil's leading automotive marketplace into Itaú Unibanco's beyond banking platform.

RoleLead Product Designer

ScopeRebrand, Redesign & Integration

SquadiCarros Design Team

AutomotiveMarketplaceRebrand Product DesignDesign SystemUX/UI

125%

Lead conversion rate increase

Not only more leads were generated, but a significantly higher proportion resulted in qualified buyer-seller contact.

98%

Increase in leads generated

On the listing page — the platform's highest-traffic and most commercially critical surface.

Context

iCarros held a market leadership position but was operating in isolation — unable to unlock the full value of its connection to Itaú's customer base, financial data and ecosystem of services.

Problem

iCarros' visual identity, tone and product strategy were entirely disconnected from Itaú Unibanco. This prevented the platform from benefiting from the bank's beyond banking ecosystem, limiting its potential as a hub for automotive transactions.

Strategic misalignment with the holding's brand and beyond banking ecosystem
Missed cross-ecosystem opportunities for financing, insurance and free listings
Brand perception gap despite market leadership in downloads and user base
Underperforming conversion funnel with 12M+ unique users

Solution

Rebrand, redesign & ecosystem integration

A full-scale rebrand and redesign that aligned iCarros with Itaú's beyond banking vision — integrating the automotive marketplace into the Itaú and Itaú Cartões apps while redesigning key conversion surfaces to maximize lead generation.

Integrating a standalone automotive marketplace into Latin America's largest bank

iCarros app home screen with vehicle search

Vehicle search over a moving-car photograph

User account screen over a car tail-light photograph

Volvo XC60 listing over a car grille photograph

/my role

Leading a team of 8 designers

As Lead Product Designer, I joined iCarros as part of a new leadership wave brought in to execute this strategic transformation, across the full scope of the rebrand and redesign initiative.

Design strategy

Led the design strategy for iCarros' integration into the Itaú and Itaú Cartões apps.

Rebranding direction

Directed the visual and strategic alignment between iCarros and Itaú Unibanco's brand system.

Platform redesign

Owned the end-to-end redesign of listing pages, vehicle details, lead flows and financing.

Team leadership

Managed and developed a team of 8 designers across all workstreams.

Stakeholder alignment

Aligned with Product, Engineering, Marketing and Itaú's holding-level design teams.

Quality standards

Established the design quality bar for the new brand expression across B2B and B2C surfaces.

/my process

From audit to iteration

Discovery & alignment

Conducted an in-depth audit of iCarros' experience — mapping friction points, conversion gaps and brand inconsistencies. Led strategic workshops to define the integration model.

Rebrand & design system

Directed the visual rebranding and built a scalable component library. Defined the design language for iCarros' presence inside the Itaú and Itaú Cartões apps.

Experience redesign

Redesigned the listing page, lead conversion flow and integrated financial services as native touchpoints within the automotive journey.

Testing & iteration

Ran usability and comprehension testing on key redesigned flows. Iterated on lead generation mechanics based on behavioral data and qualitative feedback.

/results

The results

Itaú app screen warning about vehicle tax due date with an installment offer

2× 🏅

Design awards

Bronze at Brazil Design Awards 2023 and Latin America Design Awards 2024.

172K

Downloads in Dec 2022

Most downloaded automotive classifieds app in Brazil — 25% ahead of the main competitor.

Up next

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