Switch Banamex opening process & new branding
Company
Citibanamex
Role
Lead Product Designer
Year
2024
I led the design of the opening process of Switch Banamex, the bank's new basic current account, in parallel to the end-to-end integration of the new Banamex brand and design system across all Remote Account Opening (RAO) user flows.
Need
Two intertwined critical challenges:
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Re-establish competitiveness: launching the new basic current account with a digital card.
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Fast branding: integrating the new Banamex brand and design system across RAO flows.
Insight
Our target audience was digitally savvy, but lacked financial literacy and prioritised money security. Moreover, digital payment adoption in Mexico remained low, hindered by limited awareness and promotion.
Solution
Use the flow to highlight and educate customers on the digital card's core advantages: - Personalisation of digital card (establishing a key differentiator vs. competitors). - Contactless feature (positioning the bank as the pioneer promoter of this underutilised service in Mexico). - Online Security (promoting safer online shopping).
The results
A user flow that highlights the Switch digital card's main features addressing security, practicality and personalisation, while aligning the entire flow to the new design system.
Landing page
Highlights the digital card's features and advantages, but leaves the physical card option available.
Improved user flow
By integrating the new brand and addressing key usability needs, we refined the most critical user flow points and improved design heuristics.
Research & collaboration
Research Methods
Surveys | User interviews | Benchmarks | Usability testings with wireframes and high-fidelity prototypes
Collaboration
This project involved cross-functional integration: - I orchestrated extensive collaboration with technical, legal/compliance, product, and marketing teams. - I led UX, UI and Content Designers and worked with UX Research.
Impact
The team achieved the goal of improving the UX, and over-delivered. We:
Leveraged Mexico's digital payment landscape
to position Switch digital card as the customer's primary digital payment tool.
Strengthened the new design system
by integrating the RAO functions and standarised UI across all the bank's digital platforms.