1. Overview As Banco Inter scaled its ecosystem, its homepage struggled to communicate value with clarity. Information overload, weak hierarchy and a fragmented narrative reduced comprehension and limited the effectiveness of acquisition and engagement. This project focused on transforming the homepage into a structured, scalable and value-driven system — improving clarity, strengthening product storytelling and enabling long-term evolution. 2. Challenge The homepage plays a critical role in acquisition and product understanding. However, the previous experience created friction due to: • excessive visual noise and competing elements • unclear value proposition in the hero section • inconsistent hierarchy across sections • fragmented narrative that weakened product communication • lack of modularity, limiting scalability and experimentation As a result, users struggled to quickly understand the product offering and take action with confidence. 3. Diagnosis Through structural and visual analysis, I identified that the main issue was not aesthetics, but lack of system thinking. Key gaps included: • absence of a clear narrative flow from value to action • disconnected sections with no cohesive progression • inconsistent use of components and layout patterns • lack of visual rhythm across typography, spacing and contrast • no scalable foundation to support campaigns and product expansion The experience needed to be redesigned as a system — not just visually refined. 4. Strategy The redesign was guided by four core principles: • Value-first communication Prioritize key product benefits early, especially in the hero section • System-driven architecture Design reusable, modular blocks aligned with Design Systems • Structured narrative flow Guide users from understanding to action with clear progression • Visual consistency and rhythm Use hierarchy, spacing and contrast to reinforce clarity and trust 5. Solution The solution focused on rebuilding the homepage as a modular, scalable system. Key decisions included: • redesigning the hero section to clearly communicate value and drive action • introducing a modular layout structure for flexibility and scalability • creating consistent component patterns aligned with Design Systems • improving hierarchy through typography, spacing and contrast • organizing content into scannable blocks to reduce cognitive load • designing the layout to support campaigns, experimentation and iteration The result is a clearer, more structured experience that aligns with Inter’s scale and positioning. 6. Results and Impact The redesigned homepage improves product communication and scalability by: • increasing clarity and immediate comprehension of value • reducing visual noise and cognitive load • enabling faster understanding and decision-making • strengthening brand consistency and trust • creating a modular foundation for continuous experimentation • supporting long-term growth across Inter’s digital ecosystem 7. Reflection This project demonstrates my approach to designing product systems in high-complexity environments. By prioritizing structure, clarity and scalability, the redesign moves beyond visual improvement and establishes a foundation that supports both business growth and user understanding.