The big picture: Modernizing the infrastructure of one of Mexico's largest banks required unifying the experience across physical branches, ATMs, and digital channels. The challenge was designing an omnichannel ecosystem to reduce operational friction and transform how customers interact with their daily finances.
Why it matters: Branch bottlenecks and outdated self-service interfaces cause user frustration and high operational costs. By orchestrating the Digital Appointments system and designing the chatbot architecture, we closed the gap between the physical and digital worlds. This approach optimized customer service flows and elevated the institution's technological standard.
The traditional banking experience was fragmented across multiple touchpoints. Users faced long wait times at physical branches, ATMs operated with obsolete visual interfaces, and digital support struggled to resolve issues with speed.
The mission within the Innovation Lab was clear: digitize the physical service flow and modernize the self-service ecosystem without alienating a massive, demographically diverse user base.
As Lead UX Designer, I oversaw the information architecture and end-to-end interaction design, ensuring absolute cohesion across multiple technological platforms.
The work did not stop at laboratory prototypes. Through immersive research and constant in-branch proof of concepts, we ensured the proposed business cases were adopted by the bank's leadership.
The appointment system and conversational interfaces moved straight into the development pipeline, proving the technical viability and pure commercial value of the UX strategy.
The success of these deployments cemented the weight of strategic design within the institution. By conceptualizing future experiences and testing them in the field, we established a working model that allows the bank to integrate new technologies across multiple devices in a scalable, user-centric way.
