PDV Itaú

Industry

Banking

Client

Itaú

Role

Product Designer

Main Project Image

The moment nobody wants to have to explain

PDV (Voluntary Severance Program) is one of the most sensitive topics in a bank: it touches reputation, legal risk, and people in a delicate moment. Before, it was just a page with a terms document. Everything else was manual over email: calculations done later, documents requested by hand, employees in need of information. The challenge was to turn this into a reusable digital product that brought clarity without weighing down the operation.

Project Gallery Image for 50% width of the screen #1
Project Gallery Image for 50% width of the screen #2

Research where the user can't enter

Because of confidentiality, direct research with employees wasn't possible. Discovery sessions were run by the offboarding squad with HR operations and legal teams to map pain points from previous cycles. The pattern was clear: no visibility of values at enrollment, no clarity on health plans and next steps, and the operation answering the same questions every cycle. To validate direction, I ran design critique sessions with senior designers on the team, checking the work against core usability heuristics. Not every adjustment made it in. Some were flagged but couldn't be implemented given the development timeline.

Value delivery in 2 stages

Based on decisions made together with the squad, we structured and prioritized the journey in two parts: understand and simulate, choose and enroll, track pending items. On the first screen, explanation of the PDV, a prominent value simulator, and a FAQ were prioritized. After that, cards with pre-calculated scenarios allowed choice without depending on the operation. Immediate confirmation, email copy, and move to pending items.

What PDV taught me

Tradeoffs are part of the process: not everything comes out visually perfect with a legacy system. And stakeholders will always have opinions, my role was to listen, prioritize with data and heuristics, and back decisions with reasoning. What numbers said? -> 23% enrollment, against a 18% target and 30% moonshot.