Project Overview

• Role: Lead UX/UI & Product Designer (in partnership with a Global Payments Consultancy)
• Services: Heuristic UX Audit, Competitive Benchmarking, Co-Creation Workshops, UI Redesign, End-to-End Journey Architecture
• Industry: Embedded Finance / Retail Banking / WealthTech & Savings
• Tools: Figma, Miro, Stakeholder Alignment Workshops

1. Context & The Challenge

A leading Latin American retail and financial conglomerate sought to redesign its embedded investment and savings digital ecosystem to seamlessly integrate wealth management into daily consumer shopping habits.

The Problem:

Despite high initial user registration rates, the legacy platform faced an 81% account inactivity rate—meaning 81% of registered accounts remained unfunded or idle. High digital friction, complex validation steps, and a lack of visual clarity around daily yields prevented users from taking the first step to fund their accounts.

Key Pain Points Identified:

• High Onboarding Friction: Friction-heavy validation steps and double-login barriers caused steep user drop-offs before initial account funding.
• Lack of Yield Transparency: Daily investment returns and interest rates were presented in abstract financial terms, failing to build trust.
• Siloed Ecosystem: The investment experience was disconnected from the core retail touchpoints (store apps, credit cards, and in-store purchasing rewards).

2. My Approach & Process

In collaboration with global payment consultants and key enterprise stakeholders, I led a four-step strategic design approach to bridge the gap between retail habits and daily wealth building.

Phase 1: Deep Discovery & UX Audit

• Conducted a comprehensive heuristic evaluation across the legacy app to pinpoint critical friction patterns causing the 81% inactivity rate.
• Executed in-depth user interviews to map underlying financial distrust and define core investor archetypes.

Phase 2: Global Benchmarking & Co-Creation

• Analyzed leading national and international fintech benchmarks applying modern UX trends in embedded finance.
• Led collaborative co-creation workshops with key enterprise stakeholders to prioritize features for the strategic product roadmap.

Phase 3: Zero-Friction Journey Architecture

• Designed native biometric authentication flows to eliminate double-login friction.
• Structured a goal-based savings architecture (e.g., tying investments directly to lifestyle or retail goals).

Phase 4: Transparent UI & Ecosystem Integration

• Built high-fidelity interactive screens showcasing real-time daily earnings through explicit visual graphs.
• Seamlessly integrated cross-promotional retail incentives (cashback and reward points) into the financial workspace.

3. Key Solutions Implemented

• Frictionless Onboarding: Direct access flows powered by native biometrics and streamlined security checks.
• Goal-Based Investment Engine: An intuitive profiler that allows users to set, track, and visualize tailored savings milestones.
• Daily Yield Visualization Hub: Transparent financial dashboards clearly displaying daily earnings and compound growth.
• Retail Ecosystem Synergy: Bidirectional integration linking investment accounts directly with digital store cards and loyalty rewards.

4. Impact & Strategic Value

• Targeting Account Activation: Direct redesign aimed at converting the 81% idle account base into active, funded users.
• Ecosystem Retention: Connected daily retail purchases with micro-investments, increasing user engagement across both retail and financial touchpoints.
• Trust & Transparency: Replaced complex financial jargon with explicit daily performance visuals, building user confidence.