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OVERVIEW
- Year
- 2022
- Role
- Lead UX UX Researcher Interviewer
- Research tools
- Primary & Secondary Research Information Analysis
- Design tools
- Miro Pitch Google Meets
CONTEXT
In March 2023, Citibanamex (now Banamex) was undergoing a visual identity update within its app to deliver a fresher, more modern experience for users. This change was implemented in phases and would eventually impact all of the app's functionalities.
When the time came for the Bill Payments section, we seized the opportunity to enhance the experience working closely with research, interaction design, business, development teams and strategic partners to create a truly user-centered payment journey.
PROBLEMS
CHALLENGE
GOALS
MVP
INTERACTION COST
PARTNERSHIP WITH ARCUS
SEARCH FUNCTIONALITY
SAVED SERVICES
METRICS & EVOLUTION
OVERVIEW
- Year
- 2022
- Role
- Lead UX UX Researcher Interviewer
- Research tools
- Primary & Secondary Research Information Analysis
- Design tools
- Miro Pitch Google Meets
CONTEXT
Banamex, one of Mexico's largest banks with over 140 years of history and more than 20 million users, embarked on a new era following its separation from Citi. This transition presented a unique opportunity for a comprehensive business and audience brand renewal, including a full visual redesign.
The brand redesign was led by the agency Interbrand, with collaboration on motion elements from Plenty.
PROBLEMS
Following its separation from Citi, Banamex needed to visually signal a new era of innovation and growth. While Interbrand developed a beautiful new brand identity, the web ecosystem presented significant hurdles:
CHALLENGE
DOCUMENTATION
Component library for web applications
Final Designs
Outcome + Impact
We successfully launched the new Banamex brand on schedule, achieving our goals:
my Role
I owned the strategy and execution for the web rebrand, moving beyond just design into product leadership.
