Erico Fileno

I'm driven by a single goal: to make every customer interaction a moment of genuine connection and delight. I transform challenges into opportunities, creating digital experiences that truly make a difference.

Responsible for defining and executing the bank’s digital strategy, integrating Customer Experience (CX), User Experience (UX), and developing digital products and services. Leads Digital Channels, Customer Experience, Design, and the Digital Transformation Office to deliver agile, customer-centric solutions that drive business value and innovation at scale. Key Achievements: - Launch and scale of Itu (digital wallet): Oversaw the end-to-end product lifecycle, from concept through rapid user adoption and engagement. - New operating model for digital products: Designed and implemented a collaborative framework uniting business and technology teams, cultivating development communities and embedding them into portfolio management with metrics aligned to corporate strategy. - Enhanced experience metrics: Developed and rolled out usability and satisfaction KPIs across the design process, strengthening a customer-first culture in product delivery. - AI-driven Synthetic Persona capabilities: Led the creation of synthetic personas for testing and automation, driving significant gains in process efficiency. - Hyper-personalization strategy: Engineered recommendation engines and tailored service mechanisms to ensure every digital interaction meets individual customer needs. - Member of the Advisory Group on the Open Finance System of the Financial Market Commission (CMF) in the area of User Experience (UX).

Reported to the Vice President of Business Management and spearheaded reviewing and redesigning the company’s digital systems, experience journeys, and internal service workflows. Established the Digital Experience Team by defining its processes, methodologies, and toolset to enable scalable, user-centric delivery.

Human-Centered Design is a pioneer graduate program of Positivo University with two specialization courses in Brazil: Interaction Design and Service Design (#1 course in whole Latin America). Professor in Courses: User Experience (UX), Prototyping, Design Thinking, Service Design, and Design Research (Ethnography). #Alumni: +1500 professionals @International MBA in Design and Innovation Courses: Service Design and Design Thinking @UP Design School (2011 - 2015) Courses: Human-Centered Design, User Interface Design, Usability and Interaction Design. @UP Communication School (2012 - 2015) Course: User Experience. @Fab Lab UP (2011 - 2015) Role: Manager and Maker

Leading a consulting practice of 42 professionals and P&L of $10M. Helping clients to re-imagine their businesses, design and launch highly profitable products and services, deliver exceptional customer experience, transform data into insights, and value, and optimize their operations to compete globally. Business Transformation, Innovation & Consumer Experience Design: Consulting to help organizations in their Business Transformations through Design-Led Innovation, Customer Experience and Service Design. http://www.ey.com

Business Transformation By Design High customer expectations and speed-to-market pressures are overwhelming traditional operating models as the marketplace experiences a digital transformation. We can help! http://www.ey.com/eydesignstudio

Report directly to the Vice President of Solutions (Brazil) and Vice President of Innovation (USA) to drive design-driven transformation, open innovation, and new product development. 1) Leadership & Strategy - Directed the Visa Innovation Studio, a co-creation hub shaping the future of digital payments across connected cars, urban mobility, digital wallets, and instant payments. - Defined and executed the regional innovation strategy for Brazil and led the rollout of Human-Centered Design processes throughout Latin America. - Developed market-entry plans and strategic partnerships—consultancies, innovation institutes, technology companies, and universities—to build a robust open-innovation ecosystem. 2) Open Innovation & Ecosystem - Established and managed an open-innovation centre, delivering 18+ end-to-end digital payment solutions, responsible for over US$10 billion in payment volume (forecast to reach US$40 billion in the next five years). - Launched the Visa Developer open-API platform, enabling seamless integration across the payments ecosystem. 3) Startup & Fintech Acceleration - Conceived and led Visa for Startups, accelerating 69 scale-ups and Series A fintechs with 37 commercial agreements, helping them raise over US$50 million in investments. - Positioned Visa at the forefront of Brazil’s innovation landscape—earning Top Open Startups (2019, 2020), ABecs (2018), McKinsey (2018–2020) and Valor Inovação (2019, 2020) recognitions. 4) Culture & Inclusion - Spearheaded a cultural transformation via Service Design Thinking, Open Innovation, and Corporate Innovation frameworks across strategy, tactics, and operations. - Served on the Inclusion & Diversity Committee, championing initiatives to foster an equitable workplace. Key Achievements: - Ranked the 5th most valuable brand globally. - Recognized as the 2nd most innovative company in Brazil by Strategy& (PwC). - Positioned 1st in the Digital Maturity Index by McKinsey & Company. - Advisor, Open Finance.

Design consulting to create the new Engineering Graduate Program in partnership with Olin College /Babson College (US). Connecting design, strategy, business and engineer: Connecting people! #DesignThinking #CreativeEngineering Invited professor to teach Design Thinking, Service Design, and Business Design to regular students and for Executive Education. Responsible for creating the area and the first course about Design Thinking in Insper.

"Good services are those that deliver good experiences". Seasoned leader managing multidisciplinary design teams in Curitiba and São Paulo, accountable for end-to-end user experience initiatives that align customer journeys with business objectives. By embedding service design and design thinking methodologies into product development, I have consistently driven measurable gains in customer satisfaction, loyalty, and revenue growth. Strategic Impact & Business Modeling • Aligned design roadmaps with organizational KPIs, contributing to a 15–25 % uplift in user adoption and a 10 % improvement in NPS across digital channels. • Developed and validated new service offerings through lean prototyping and value-based pricing workshops, unlocking incremental revenue streams. Core Specialties: Service Design · Design Thinking · User Research · Interaction Design · Experience Strategy · Customer Experience · Business Modeling Key Clients: Samsung · Itaú · Bradesco · O Boticário · Renault · Mondelēz · Mapfre Insurance · Enel · Banco do Brasil · Rico.com.vc · Octo Investments · BR Foods · Votorantim Group · BrasilPrev

Working with service design, UX and design thinking.

Planning, conducting and analyzing user experience studies, design research, usability evaluations and design concepts. Working with interaction design, information architecture, human-centered design and design thinking for technology companies, products and services.

Contextual Inquiry about Virtual Learning Environment (VLE), Interaction Design, Digital Culture, User Research, Ethnography and Service Experience.

Hasso Plattner Institute of Design at Stanford (d.school) Palo Alto, CA

@ FAE BUSINESS SCHOOL.

Member of Design Students LATAM Council, 1999 - 2000. Member of CONE Design (Design Students National Council) in 1998 - 1999. Member of DCE UFPR (Students University General Council) in 1998 - 2000. Member of CADI Design UFPR (Design Students University Council) in 1997 - 2000. Co-organizer of NDesign (Design Students National Conference) in 1998.

Computing and Robotics. São José dos Campos - Brazil