Desejo Ourocard & Caixa de Prêmios

Client
Dotz · Banco do Brasil & Caixa
Role
Product Designer
Category
Fintech · Gamification
Year
2021

Outcome

R$5Mconverted for Banco do Brasil
~R$2Mconverted for Caixa
2banks on one platform
3tiers every month: bronze, silver and gold
The Caixa de Prêmios and Desejo Ourocard landing pages side by side, under the title "A rewards game people kept coming back to".

Banks want their customers to use their cards more and stick around longer. At Dotz we built one rewards platform and launched it under two brands: Desejo Ourocard for Banco do Brasil and Caixa de Prêmios for Caixa. It works like this: you link your bank account, spend with the bank's card to reach a monthly goal, unlock a tier and redeem rewards.

01

The Problem

Rewards only work if people keep playing. The program had to be fun enough to bring people back every month, and it had to work for two very different audiences. On top of that, it had to launch for two banks with different brands without us designing everything twice.

02

My Role

I ran interviews, shaped proposals with the business team and the bank, designed the customer journeys and the game mechanics, and built Dharma, the design system that lets each bank keep its own look on the same product.

03

The Solution

A monthly spending goal with three tiers, adjusted to each customer. People who barely used their card got an easier goal, and heavy users got a harder one. One platform with two looks, ready for the next bank to come in.

White label

One platform, two banks

Both brands share the same flows and components, but they look nothing alike. Banco do Brasil has a genie on a flying carpet in yellow and blue. Caixa has a magician in blue and orange. Both run on desktop and mobile from the same code.

Two panels side by side. On a cream panel, the Desejo Ourocard landing page on desktop and phone, yellow with a genie on a magic carpet. On a peach panel, the Caixa de Prêmios landing page on desktop and phone, blue with a magician.

The mechanic

Different customers, different goals

The interviews showed that one goal for everybody fails at both ends. If you rarely use your card, a big goal feels impossible and you give up. If you already spend a lot, an easy goal changes nothing. So light users got an easier goal to keep them coming back, and heavy users got a harder one to push them a little further.

Four steps in dark cards: sign up, spend with the card, climb the ranking through bronze, silver and gold tiers, and redeem rewards. Below, two cards compare a cold customer with a short progress bar and an easier goal, and a warm customer with a long bar and a harder goal.

Listening after launch

Six problems, straight from customer complaints

After launch, we went through every complaint we could find: Reclame Aqui, the bank's own complaint log, social media and Hotjar feedback. We picked the six biggest problems, split them into structural issues and onboarding issues, and proposed a fix for each one.

Four source tags (Reclame Aqui complaints, bank team complaint log, social media mentions, Hotjar feedback) above six yellow cards, each with a structural or onboarding tag, a customer pain and the proposed fix.

Dharma

A design system that changes clothes

Dharma has two layers. The base layer (fonts, spacing, corner radius, shadows and alert colors) is shared by every partner. On top of it sits a brand sheet with each bank's colors. Swap the sheet, and the same button, goal tracker and tier selector take on the other bank's look.

Three cards: base tokens shared by every partner, then the Banco do Brasil brand sheet in yellow and blue and the Caixa brand sheet in peach, blue and orange, each showing the same button, monthly goal tracker and bronze, silver and gold selector in its own colors.

Color palette

  • Ourocard Blue #465EFF
  • Ourocard Yellow #FCFC30
  • Ourocard Cream #FFEC8D
  • Ourocard Navy #1E2BA5
  • Caixa Blue #066FB2
  • Caixa Orange #EF7D00
  • Caixa Peach #FFE7C2

Typography

Type specimen of Inter: the word Inter in Extra Bold, the alphabet, numerals and the weights Light, Regular, Medium, Bold and Extra Bold.

Inter, set in Dharma's base layer.

The whole product

Two brands, one experience

Landing pages, sign-up, the logged-in home with the monthly goal, on desktop and mobile, for both banks.

Mosaic of Desejo Ourocard and Caixa de Prêmios screens in perspective on a dark background: yellow and blue landing pages, the logged-in home and mobile versions.

Up next

Kind words

Thiago approaches every project with a meticulous and user-focused mindset, and his keen eye for UX problem-solving results in thoughtful and beautiful solutions. Thiago is not only a skilled designer but also a dedicated and hard-working team member who brings energy and enthusiasm to every project.
Photo of Adelina Green Adelina GreenProduct Design Manager, GoDaddy