Desejo Ourocard & Caixa de Prêmios
Designed gamified credit card rewards platforms for two major Brazilian banks. Simplified goal tracking, added playful UX, and built a flexible design system. Thousands of users joined, boosting card engagement and generating over R$5M+ in business impact.
Service
UX Design, Product Design, Gamification, Design System, Leadership
Sector
Banking & Financial Services
Year
2021
Two major Brazilian banks – Banco do Brasil and Caixa Econômica Federal – wanted to increase credit card usage and loyalty by introducing gamified rewards for their customers. Banco do Brasil had a program called “Desejo Ourocard” (Ourocard is their credit card line) and Caixa envisioned a similar concept, “Caixa de Prêmios”.
The idea was to let cardholders set personal spending goals (their “desejos” or desires, like saving up points for a particular reward) and reward them when they achieved those goals.
The challenge: design a digital experience that makes tracking credit card spending and earning rewards feel engaging and fun, without confusing users or feeling too much like a gimmick.
Each bank had its own branding and systems, so the solution needed to be flexible enough to serve both while providing a seamless experience to the end user.
01.
User Research & Persona Development
Conducted interviews to understand credit card user behavior, preferences for rewards, and technology familiarity.
Analyzed demographic differences, particularly focusing on Caixa's older audience for a simpler, more intuitive interface.
02.
Gamified Platform & Mechanics
Developed a ranking system where users could earn rewards by increasing their spending.
Created tailored mission structures, adjusting difficulty based on user engagement levels—simpler missions for less active users and more engaging challenges for highly active users.
03.
Collaborative Mascot & Branding Creation
Collaborated with marketing teams to create mascots: a genie for Desejo Ourocard and a magician for Caixa de Prêmios, making the campaigns visually memorable and enhancing brand identity.
04.
User Journey Mapping
Mapped out multi-channel user journeys from awareness (e.g., SMS, website banners) to campaign participation.
Designed a seamless flow from the promotional site to the banking portal, where users could log in, track progress, and redeem rewards.
The outcome was two sister platforms that function similarly under the hood, but each with its own brand identity on the surface. Desejo Ourocard 2.0 (an improved, second version of Banco do Brasil’s app) and Caixa de Prêmios both allow credit card customers to log in, set a monthly spending goal, and then track their progress in real time.
The UI for both apps features a goal progress dashboard – a friendly meter that fills up as the user spends on their card. Users get to see what reward they’re aiming for (for example, “Spend R$1000 this month to get a movie ticket”) and the interface uses motivational copy and visuals to keep them engaged. When a user hits their goal at the end of the month, the app congratulates them and guides them to claim their prize. If they don’t meet the goal, it still encourages them, showing partial progress and maybe a smaller consolation reward to maintain interest.
Under the hood, thanks to the design system I created, our team was able to easily adapt the core platform for each bank’s look and feel – Banco do Brasil’s version had its gold-and-blue Ourocard branding and language, while Caixa’s version used their official colors and tone.
Importantly, both apps were designed with scalability in mind: if a new bank or partner wanted a similar program, we could quickly customize the design for them with minimal changes.
We made sure the experience was consistent across mobile and web (if the bank offered a web portal), so users could check their goals anywhere. We also integrated some social/sharing features, allowing users to celebrate their achievements, adding to the fun factor.
-> R$5M+ in revenue generated through gamified campaigns
-> Thousands of new user activations per month
-> Clear, fun UX that improved card engagement rates
-> Modular design system reused across multiple promotions
-> Stakeholder praise for usability and visual polish
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