Actinver, fintech solution

Actinver is a Mexican financial group. His portfolio has services in investments, broker activities, and investment funds. Grupo Actinver exceeds $53,000 million Mexican pesos in the management of financial assets.

Problem statement

I didn't know our potential users, and I didn't have the tools for analysis We started from scratch to rebuild the front and back end and be, at least, on the same level as our competitors in the market. How to start a project and divide it into different deliverables to take improving actions during different iterations.

  • Date

    Jul 2013 to Apr 2016

  • Client Name

  • Tools

    Bechmark, Personas, User flow, Wireframes, User testing, Prototypes, UI

Analysis and benchmark

Benchmarking is a vital UX methodology that assesses the performance of a product or website in comparison to industry benchmarks and competitors. By conducting extensive user research, including usability testing, task analysis, and expert reviews, actionable insights are gained to identify strengths, weaknesses, and areas for improvement. This data-driven approach enables businesses to optimize user experiences, enhance customer satisfaction, and gain a competitive advantage in the market.

About the process

Voices of ...

The voice of business, the voice of the market, and the voice of the customer are key factors in driving successful strategies and decision-making in business.
By incorporating the VoB, the VoM, and the VoC businesses can align their strategies, products, and services with market demands, maximize customer satisfaction, and achieve long-term success.


Voice of Business

This refers to the perspective, goals, and objectives of the business itself. It represents the internal voice that shapes business strategies and decision-making processes. So first, I made a kick-off to bring to the UX team to identify the stakeholders. The Ux team found two HIPPOs inside the organization (highest paid person opinion), one of them was a director of electronic banking


Voice of Market

The voice of the market reflects the external environment, including market trends, competitor analysis, and industry insights. It helps businesses understand market demands, identify opportunities, and make informed decisions based on market conditions. I did a wide UX benchmark trying to understand better the “transactional world


Voice of Customer

In the field of user experience, the voice of the customer is vital as it represents the needs, preferences, and feedback of the target audience or customer base. In the past, I conducted user interviews involving between 12 to 20 people, to validate our assumptions and share the results during UX workshops.


Personas, the reasons why I have differents audiences


With common scenario’s in place, UX team were able to define detailed personas,using most popular own bank employes profiles that were user as well.

Person #1 Person #2
User needs

The growth of the population in Mexico with Internet access has made different business sectors seek to adapt their operations to an online plan. For some years now, the financial sector has promoted the use of digital tools that add value to their banking experience, but what are the habits of Internet banking users and why is it so important to talk about this topic?

Generation kids credit card lean kids credit card lean
Name and age group Carmen Díaz, 27-44 y.o. Luis Tinero, 45-67 y.o.



Civil status




3 sons

2 sons



Mexico city


Bachelor's degree

Master in economics


50.000 mxn

270.000 mxn

Banking Habits:

According to our study in Mexico, 39% of the population over 15 years old has access to banking services, with the payroll account (65%) being the most used financial product by users, followed by the savings account. (50%) and the credit card (40%).

The majority of these users use the online banking service at least once a month, and 30% do so because it is considered a very practical way to carry out banking operations. Likewise, 75% of the users who use banking services use it to check balances and movements, while 43% use it to make a bank transfer, and 19% pay for their services.

Media Consumption

Also, the analysis indicates that 78% of these users use the Internet because they find a benefit in the ease and mobility of the means of access; In fact, the cell phone is the preferred device when connecting to the Internet.

Navigation on social networks (95%) is the main activity carried out by online banking users, followed by information searches (93%), checking email (91%), buying online (42%), banking by Internet (25%) and make online payments (17%).


This user has the basical interaction needs to made their usual operations, like paid a credit card, and the main services like gas,water and electricity. They early adopt app changes as long as usability is at least the same level as the competition

This user has always a relation with his bank personal assistance and the main role of them is facilitated all operations telephone via call. Is was very difficult to change this habits, this service is a must for this kind of costumer, but the most important point shows a clear and minimalistic interface to show their financial portfolio. They assume the app's changes slowly and have an early frustration maximizing remaining problems.

User Journey

Discovering pains and gains into
the user journey

  • The migration from the old web to the new one
  • The sign of the new contract in the physical offices.
  • Enrolment process with token
  • Ensure some account's privacy
The solution involves other departments

To address these concerns, our UX team works closely with other departments within the bank to ensure that our clients have a smooth and hassle-free experience. As part of my role, I facilitate various interactions such as scheduling appointments through the call center and arranging office visits for clients to sign terms and conditions. Additionally, I offer personalized services where bank agents visit special clients. Our ultimate aim is to minimize stress and frustration for clients throughout the entire process.

Mapping user experience

User flow V.1

It refers to the series of steps or screens that guide users through their journey, from their initial entry point to their desired goal. Optimizing user flow is crucial for enhancing the user experience and achieving conversion objectives. By analyzing and optimizing user flow, businesses can improve engagement, navigation, and conversion rates, ultimately leading to better overall website performance and user satisfaction.

UI v.1

Beta version Wireframes + UI

With the limitations of the existing app, our team prioritized the development of a Minimum Viable Product (MVP). This approach allowed us to focus on essential features, interface improvements, and analytical data integration. By delivering an MVP, I aimed to provide a basic yet functional interface and lay the foundation for future enhancements and transactional capabilities. Our goal was to iteratively improve the app based on user feedback and data analysis.

Mapping user experience

User flow V.2

In the second iteration of our user flow, I aimed to enhance the overall user experience and address key pain points. Through iterative testing and user feedback, I optimized the interface, streamlined the transaction process, and implemented data-driven improvements. Our goal was to create a seamless and intuitive user flow that maximizes efficiency and satisfaction. By incorporating user insights and leveraging analytics, I continuously refine and iterate our user flow to deliver an exceptional experience for our customers.

Wireframes v.2

Alpha version Wireframes

With a strong focus on user feedback and usability testing, our UX efforts have led to significant improvements in our latest release. By incorporating valuable insights from bank users and leveraging prototypes, I ensured that interactions were seamless, intuitive, and efficient. Our goal was to provide a user-friendly experience with streamlined transaction processes and clear, concise steps. Through iterative design and continuous testing, I have created an improved version that meets the needs and expectations of our users.

  • Wireframes provide a visual roadmap for intuitive user interactions.
  • They reveal the optimal placement of key elements and content hierarchy.
  • Wireframes facilitate early testing and feedback to refine the user experience.
  • They guide the development of a cohesive and user-centered design.

UI Design

Final UI


User testing

User testing is a vital usability practice for evaluating products. By testing on real users, I gain valuable insights into their interactions. At our company, I prioritize user testing to enhance the app's performance and optimize the user experience. Discover the tasks I incorporate for effective user testing.

  • Stay up-to-date with the latest investment portfolio information.
  • Access main transactional functions seamlessly and efficiently.
  • Streamlined transaction approval interactions for quick and secure processes.
  • Easily understand and track your latest transactions.
  • Instant support is available for any inquiries or assistance.
  • Minimize transaction speed with optimized performance.
  • Ensure overall satisfaction with a user-friendly interface.
  • Adaptive access for various devices, providing flexibility and convenience.


Final UI and integration

In conclusion, the final UI design for our bank represents the culmination of meticulous UX research, collaboration, and dedication.

With a focus on user-centricity, I have created an exceptional electronic banking experience that stands out in the industry. The redesigned UI has resulted in significant success, attracting a remarkable influx of 17,000 new users in just the first quarter. I'm proud of our achievement and committed to continually enhancing the banking experience for our customers.

  • Led the UX/UI team, driving UX research, personas, user journeys, and A/B testing.
  • Collaborated with the development team to deliver top-notch UI assets.
  • Designed an exceptional electronic banking experience, recognized as one of Mexico's finest.
  • Achieved a remarkable increase of 17,000 new users in the first quarter post-redesign.

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