Citibanamex
Core App
Mobile
2021
Banamex, one of the most important banks in Mexico, seeks to modernize his mobile application to improve the user experience, increase customer satisfaction, and maintain competitiveness in the digital market.
SERVICES
Interaction Design, UX Strategy, Wireframing, Prototyping.
Project Overview
As Product Designer at Citibanamex, my main objective was to optimize the existing flows within the mobile app. I lead the improvement of various user experiences, including home delivery of cards, domestic and international transfers, and other key services.
The challenge Outdated design that hindered the user experience. Lack of accessibility for certain user segments. Services that still depended on physical branch visits, which was a significant obstacle to the digital experience.
My first step was to analyze our user personas, as Citibanamex is one of the largest banks in the country and has a diverse user base. The main challenge was to ensure that the interaction was intuitive and that the learning curve was reduced, especially for older users.
Approach
To address these challenges, I conducted a thorough UX audit of the previous designs and verified that the design system was being correctly implemented. During this process, I identified several areas for improvement.
Improving accessibility for users with special needs. Updating the outdated visual design that limited the user experience. Eliminating dependencies that required users to visit physical branches to complete certain services, thereby improving the digital experience.
Process
My design process was a careful balance of creativity, technical skills, and collaboration. Each stage was meticulously planned and executed to achieve the highest quality results.
After completing the audit, I identified key areas that needed improvement. At the same time, I conducted research into new 100% digital banking products to identify opportunities and explore new ways to enhance our users' experience. With the findings from the research, we moved to the next stage: Redesigning the existing services. Ensuring the correct implementation of the design system in the new flows. Resolving services that could be carried out directly in the app, eliminating the need for users to visit the branch.
Final Design
Once the flows were designed, we validated them with product owners to assess possible limitations. During this stage, I focused on iterating on the screens and worked closely with the development team to ensure that the flows were feasible in terms of implementation time.
Additionally, I collaborated with the research team to conduct 1:1 sessions with users of different ages to gather feedback on the new experience. Based on this feedback, I made necessary iterations and delivered the final screens via Zeplin, ensuring proper implementation.
Through a collaborative and research-driven process, we enhanced the user experience, reduced the need for physical branch interaction, and created a more accessible and intuitive interface, aligned with the needs of all users.
FINAL DESIGN
Achievements
🎖️ Through the launch of a new mobile app experience, which achieved the highest app store ratings in history. 🎨 The design system was expanded: Scalable and reusable components were created to improve consistency and efficiency across the product.
