Portfolio
I am passionate about creating digital products from a “user-centered” approach.
Home — Dynamic Pre-Disbursement Card
New pre-disbursement intermediate state for the Home loan card, showing the approved amount from first access, visually linking the money to the required action (KYC), and progressively celebrating client milestones up to disbursement.
Impact Dynamic card interaction rate (vs. previous banners): measurable improvement post-release
Play Store Rating — A/B Experiment
Sequential A/B experiment to increase Play Store volume and rating: Phase A with NPS pre-filter and Phase B with direct In-App Review API, both triggered at the 5th payment slip generation.
Impact 3.8★ → 4.7★ Play Store rating (after the 60-day A/B experiment)
In-App NPS
In-app satisfaction measurement system at key moments in the customer lifecycle, independent of external store ratings, with automatic Play Store prompt activation for satisfied users.
Impact 3.8★ → 4.7★ Play Store rating (current rating vs. baseline)
BancaNet Enterprise Web
Full redesign of Citibanamex's enterprise electronic banking platform — Mexico's most used with 960K visits, 576K daily users, and 290K monthly users.
Impact 30% increase in customer satisfaction
Konfío POS
Designing the point-of-sale experience for Konfío merchants.
Impact The Sr. Pago integration strengthened Konfío's position as Mexico's leading fintech platform for businesses. The new experience unified hardware, software, and app under one brand, establishing the continuous improvement pillars: simplified payment journey, contextual feedback at each transaction step, and full visual consistency between the physical POS and the mobile app.
Unified Support Section (FAQ + Help)
Unified self-service section in the Aviva App consolidating FAQs and contact options in a single access point, with keyword search, categories, and guided escalation to human support only when the user can't find an answer.
Application Status Tracker
Multi-channel proactive communication strategy (App + WhatsApp Business + Push) that informs clients in real time about their loan application status, eliminating the 'black box' between application and disbursement.
Impact WISMO rate: −50% status contacts (baseline: 54% with 5+ daily)
In-App Contract Signing
Integration of electronic contract signing into the Aviva app via WebView, eliminating the WhatsApp link and completing the Phygital post-documentation flow.
Rebrand App UI
Full visual update of the Aviva App to align with new brand guidelines: new logo, color palette, typography, and iconography across all app flows with no functional changes.
Payment Methods Improvement
Redesign of the payment method selection experience in the Aviva app: renewed summary card, granular bank (BBVA/SPEI) or store selection for cash payment, contextual validity information, and an optimized payment slip.
KYC App Metrics
Metrics dashboard specification for the in-app document submission (KYC) flow: general funnel, completion times, abandonment rates, video help usage, and interaction metrics per module.
Impact 59.9% KYC flow abandonment
A/B Test — Registration Experience Activation
A/B test to determine the most effective activation flow: manual form entry vs. automatic INE scanning as the first registration step.
Impact Flow B won. Automatic INE scanning reduced friction, decreased CURP entry errors, and increased the activation completion rate. This result determined the final registration flow design. Manual entry remains available as a fallback option but represents a minimal share of total accesses.
User Differentiation in the Aviva App
Onboarding redesign for the Aviva app to differentiate between three user types, improving the Play Store rating and enabling new prospect acquisition channels.
Impact 70.36% conversion rate (full account activation within the first 90 days)
Complete Documentation in the App
End-to-end Phygital experience for Aviva kiosk-approved clients to complete their documentation (address, CLABE, geolocation and video proofs) directly in the app, eliminating WhatsApp workarounds.
Biometrics Experience Improvement
Redesign of the biometric access system in the Aviva app: activation on first login, automatic prompt on app re-entry, and biometric settings module in the user profile.
Impact The redesign resolved the structural visibility issues of biometric access and centralized its configuration in the user profile. Precise post-launch adoption metrics are not available (objectives were marked TBD in the PRD). The most significant technical challenge was implementing the native OS prompt, which required close coordination with engineering to adapt the design to iOS and Android particularities without sacrificing consistency.
KYC Questions — Nano Loan
Content and structure redesign of the KYC document submission flow (Nano Loan): screen-by-screen copy update from V1 to V2, new video or text instructions, contextual alerts, and improved Home banners.
Konfío Design System
Building Konfío's design system from scratch — foundations, tokens, and a full component library.
Impact 25% reduction in design implementation time
BancaNet Enterprise Mobile
Redefining the mobile banking experience for enterprise clients at Citibanamex.
Impact +1M downloads across App Store and Google Play
BancaNet Enterprise — UX/UI
Design and delivery of the new BancaNet Empresarial: user flows, wireframes, UI Kit in Sketch, visual redesign, and development handoff.
Impact 18 redesigned features
BancaNet Enterprise — Research
Discovery phase for BNE redesign: competitive analysis, share of voice, user research, personas, and heuristic evaluation.
In-App Notification Center
Design of Aviva's first in-app notification center: a message inbox accessible from the bell icon and a notification preferences screen, providing context and traceability to the push notification channel.
In-App Welcome Tour
System of contextual in-app tours that appear at the highest-anxiety moments of the client flow (pre-KYC, document review wait, post-disbursement) to reduce first-week drop-off from 52.3% and dependency on human explanation at kiosks.
In-App NPS v2 — App Health Monitor
Second version of the in-app NPS: after validating the channel with 14.1% response rate and +474 Play Store reviews (3.8★→4.7★), the strategy is redesigned to turn NPS into a continuous product health monitoring system with per-feature mini-surveys.
Haptic Feedback Strategy — App
Haptic feedback strategy for App Aviva V2.0.0, covering 6 critical flows (Sign Up, KYC, Home, Payments, Renewals, NPS) with a platform-specific haptics taxonomy and a 3-sprint implementation roadmap.
Improper Charge Prevention
Preventive communication and 'last-mile' fraud reporting system in the Aviva app: educational banners/modals about the Cashless policy and a 3-layer whistleblowing flow to report collaborators requesting cash payments.
UI Update: Banners to Action Cards
Initiative to replace Home tracking banners with Contextual Action Cards featuring explicit CTAs, clear visual hierarchy, and differentiation between critical tasks and commercial offers.
Error Mapping and Alert Levels
Centralized error management system for the Aviva app: an Error Matrix as single source of truth that standardizes 4-severity-level communication (Toast, Inline, Modal, Full Screen) with user-centered UX Writing and reference codes for support.