About the project

As one of Mexico's early fintech innovators, ePesos needed to evolve its digital experience to meet the growing expectations of mobile-first users.

The existing platform was designed primarily for desktop users, resulting in a fragmented experience when accessed from mobile devices.

Screenshots from the old web platform

The challenge

The primary challenge and goal was to redesign the experience for a mobile app while simplifying the loan application process, improving navigation, and helping users quickly understand their financial information. Prioritizing simplicity and intuitive navigation, specifically tailored for users with limited or no experience using smartphones.

Key Objetives

• Improve usability on mobile devices

• Simplify the loan application flow

• Reduce friction during key tasks

• Modernize the visual experience

The process

Defining the Information Architecture

Before defining the information architecture, I conducted stakeholder interviews to understand business objectives, product requirements, and strategic priorities.

This was complemented by face-to-face user interviews and research activities aimed at identifying user behaviors, pain points, and expectations when managing financial services digitally.

The insights gathered from both business and user perspectives helped establish a clear content hierarchy, define navigation patterns, and create a mobile experience aligned with user needs and business goals.

Activities

• Stakeholder interviews

• User interviews

• Business requirements gathering

• User needs identification

• Content prioritization

• Information architecture

• Navigation structure

• Interaction design
  
  

  All the information architecture process was realized by the team members that included a product owner, project manager, account manager, developer director, creative copywriters and storytellers.

Sketching

Exploring Early Concepts

Sketching allowed rapid exploration of different approaches before moving into digital wireframes.

The focus was on organizing information, simplifying key actions, and validating the overall user flow before investing in detailed UI design.

Wireframing

Validating the Experience

Wireframes were used to transform research findings and business requirements into clear, actionable user experiences.

This phase focused on defining screen layouts, content hierarchy, and navigation patterns while evaluating critical user journeys such as loan management, account review, and payments. Iterative exploration helped identify usability improvements early, ensuring the final experience was intuitive, efficient, and aligned with both user needs and business goals.

Visual design

Throughout the project, I worked closely with stakeholders, product teams, and developers to align business goals, user needs, and technical requirements into a unified product vision.

One of the primary objectives was to create an easy-to-use financial application that simplified complex financial tasks and made key information accessible and understandable for users.

Design decisions were guided by research insights, stakeholder feedback, usability principles, and business priorities, ensuring that every interaction served a clear purpose and contributed to a seamless user experience.

By applying industry best practices in accessibility, visual hierarchy, typography, color systems, interaction design, and responsive design, I established a consistent, intuitive, and user-centered experience across the platform.

This collaborative approach fostered informed decision-making, reduced implementation risks, and ensured the final product delivered both business value and a high-quality, scalable user experience.

Streamlining key user journeys

User flows were created to map critical interactions throughout the application and identify opportunities to reduce unnecessary steps.

This process helped create a more efficient experience for common tasks such as applying for loans, reviewing balances, and making payments.

Outcome

The final application delivered a modern mobile experience that simplified access to financial services while improving usability, navigation, and overall user satisfaction.
Throughout the project, I collaborated closely with the Product Owner, stakeholders, and development teams to continuously evaluate and refine the experience.

Multiple A/B testing initiatives were conducted to validate design assumptions, compare alternative solutions, and identify the most effective user flows and interface patterns.
These insights helped ensure that design decisions were driven by real user behavior and aligned with both business objectives and user needs.

The redesigned experience successfully streamlined key journeys such as loan applications, account management, and payment processes while establishing a scalable foundation for future product growth.

The result was a more intuitive, accessible, and efficient mobile experience that enabled users to manage their financial activities with greater confidence and ease.

Key Achievements

• Mobile-first redesign of the existing platform

• Simplified loan application and payment flows

• Improved navigation and information hierarchy

• Research-driven design decisions

• A/B testing validation with Product Owner

• Scalable foundation for future product enhancements

• Enhanced accessibility, usability, and visual consistency