Santander Esfera

Context

Santander is one of the world’s largest financial institutions and the biggest bank in the Eurozone, offering banking, insurance, investment, and asset management services globally. In Brazil, it operates Esfera, its loyalty program where customers earn points through purchases and redeem them for products, discounts, and exclusive experiences.

Challenge

The main challenge was redesigning Esfera’s global navigation to reduce high bounce rates and improve access to product and listing pages, directly impacting sales. From the customer perspective, navigating the catalogue required high effort, causing frustration and confusion. Users struggled with unclear information hierarchy, category discovery, and building a mental model of the platform.

Design Approach

As a Senior Product Designer, I led and contributed across research, information architecture, concept definition, prototyping, and mentoring. We followed a user-centered, research-driven approach, combining qualitative and quantitative methods such as stakeholder interviews, benchmarking, usability testing, focus groups, personas, card sorting, and As-Is analysis to ground decisions in user needs and business goals.

Solution

The redesigned global navigation delivered a clearer information architecture with intuitive categorization, improved labeling, and better subcategory visibility. The experience ensured consistency while reducing cognitive load, enabling faster navigation, and helping users quickly understand where to find products and offers.

Outcomes

The project delivered strong strategic value by providing clear, actionable insights for Santander’s future product and navigation decisions. The redesigned concept showed measurable usability improvements, reduced friction, and increased confidence in product discovery, supporting both customer satisfaction and business goals.

Credits

Project Manager

Marjorie Damasco

Copywriting

Graziele Martins

Design

Deborah Ramiris

Deborah Sogayar

Renata Valentini