Citibanamex / 2021

Turning broken seals into trusted customer

In 2021, the Citibanamex App transformed the digital experience for its 8 million digital users, achieving a 70% increase in interbank transactions and a 25% rise in online credit card payments

Role

Team

The story shifted: the first loan inspired trust, but the second revealed the cracks in the experience

We started by conducting an online survey (2,565 drivers) and generating an NPS within the app, from which we obtained a 32% response rate. These were the results.

💡 Insight: Dissatisfaction was now focused more on repeat loans than on first loans, highlighting the need for a better user experience for those requesting loans repeatedly.

Platform

Desktop / Mobile

Skills

Overview

R2 - an embedded platform designed to offer a Capital-as-a-Service (CaaS) solution - in collaboration with InDrive, had facilitated the placement of over 2,000 loans to drivers.

In August 2023, it faced a 9% drop in repeat loan conversion. As a Product Designer, I immediately took on a leadership role, driving the research and prototype design that allowed us to validate hypotheses and recover conversion

Overview

R2 - an embedded platform designed to offer a Capital-as-a-Service (CaaS) solution - in collaboration with InDrive, had facilitated the placement of over 2,000 loans to drivers.

In August 2023, it faced a 9% drop in repeat loan conversion. As a Product Designer, I immediately took on a leadership role, driving the research and prototype design that allowed us to validate hypotheses and recover conversion

Overview

R2 - an embedded platform designed to offer a Capital-as-a-Service (CaaS) solution - in collaboration with InDrive, had facilitated the placement of over 2,000 loans to drivers.

In August 2023, it faced a 9% drop in repeat loan conversion. As a Product Designer, I immediately took on a leadership role, driving the research and prototype design that allowed us to validate hypotheses and recover conversion

What was meant to be a seamless experience had turned into déjà vu: repeating the KYC process from scratch

I led a complete redesign of the KYC flow in close collaboration with development, product, and compliance teams. We started from a simple but powerful hypothesis:

👉 When a user applies for a second loan, they shouldn’t have to go through the entire KYC process again, since their identity has already been validated.

To test this, we introduced automation into the KYC flow for repeat loans.

What was meant to be a seamless experience had turned into déjà vu: repeating the KYC process from scratch

I led a complete redesign of the KYC flow in close collaboration with development, product, and compliance teams. We started from a simple but powerful hypothesis:

👉 When a user applies for a second loan, they shouldn’t have to go through the entire KYC process again, since their identity has already been validated.

To test this, we introduced automation into the KYC flow for repeat loans.

What was meant to be a seamless experience had turned into déjà vu: repeating the KYC process from scratch

I led a complete redesign of the KYC flow in close collaboration with development, product, and compliance teams. We started from a simple but powerful hypothesis:

👉 When a user applies for a second loan, they shouldn’t have to go through the entire KYC process again, since their identity has already been validated.

To test this, we introduced automation into the KYC flow for repeat loans.

🔨 Execution: from insight to flow

The automation was based on the following principles

🔨 Execution: from insight to flow

The automation was based on the following principles

🔨 Execution: from insight to flow

The automation was based on the following principles

Results

Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.

Results

Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.

Results

Appraisals runs on a freemium model. Premium features include comparable properties, download and share instantly, neighborhood insights, market estimate.

Impact

I've learned that

I've learnd that

I've learnd that

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