BBVA - Bonus PIU

User and employee surveys are valuable tools for gathering feedback and insights on the UX and UI process. During this process, we focused on understanding user preferences, pain points, and behaviors to ensure the app met needs and expectations. Employee surveys, especially from internal stakeholders or customer support and sales teams, provided valuable insights into common issues and opportunities for improvement. Both types of surveys helped design a more intuitive and effective mobile app that met both user and business needs.

User feedback drives my design decisions. By combining qualitative research and quantitative data, I identify key pain points across the user journey and translate insights into actionable design improvements. This approach led to a 22% increase in task success rates, an 18% reduction in user friction, and a 15% improvement in overall user satisfaction.

In order to gather in-depth insights about a specific type of user in order to create the right solutions for product design and marketing strategies, we conducted 10 persona interviews in the first stage.

During the interview, we investigated key areas such as user behavior, motivations, goals, pain points and daily routines. The aim was to uncover the needs and preferences of real users and to ensure that the product or service met their expectations. These interviews formed the basis for creating realistic personas that later guided decision-making throughout the design and development process and provided a user-centered approach.

Focusing on user behavior, motivations, goals, pain points, and daily routines during these interviews ensured that the personas we developed reflected real-world needs and preferences. By building a solid foundation of user data, we created personas that truly drove product design and development decisions, ultimately leading to more user-centric solutions. These realistic personas not only helped customize product features, but also informed marketing strategies to better align with user expectations.

We conducted user interviews to gather direct insights from our users, helping us better understand their needs and challenges. These sessions provided valuable feedback that guided the improvement and development of our products and services. By involving users, we ensured our solutions align with real-world experiences. Surveys and interviews played a critical role in shaping our offerings, providing actionable insights that improve usability, increase satisfaction, and ultimately contribute to a more successful product.

Scalability is a key focus as PIU aims to serve users across the various countries and cultures that BBVA already serves. This global approach requires us to design an intuitive user experience that can adapt to a variety of regulatory environments, language preferences, and cultural nuances. By incorporating flexible design elements and ensuring seamless navigation, we were committed to creating an inclusive platform that meets the needs of a wide range of users. Our goal is to deliver a consistent and engaging experience regardless of geographic location, ultimately allowing our app to grow and evolve with our global user base.

We have reached the final stage of our UX process. We have meticulously collected and analyzed all user data, gaining valuable insights in the process. Now it’s time to focus on solving identified problems and moving on to the creative design phase. With the information we have gathered, we can fully understand users’ needs and challenges, and develop innovative and functional solutions that meet their expectations. This next step is not just about solving problems, but also about improving the overall user experience through thoughtful and creative design.

A flowchart is a powerful tool for shaping how people perceive and interact with a product. By clearly mapping the user journey and key interactions, we defined the functionality of the product and the experiences users would encounter. This visual representation allowed teams to ensure that each step was intuitive and aligned with user expectations, ultimately determining how the product was understood and evaluated in the minds of users.

We prioritized functionality by delivering a clear visual outline of the product's layout and structure. This approach helped us define user flows and highlight key features while enabling early user testing to gather valuable usability insights. As an effective communication tool between designers, developers, and other stakeholders, wireframes ensured alignment with the product vision.

Beyond just making the interface easier to understand and navigate, PIU is well known for its creative design thinking.

Throughout the app, you can tell that we had put a lot of thought behind their design — making it seem clean, modern and approachable. Given that their customer base is mostly millennials and Gen Z, who are used to and largely appreciate design, it does not go unnoticed, and further cements the idea that PIU is so diametrically different from traditional banks.

1. Simplicity is a strength. As a designer, we are often lured by attractive, trendy and out of the box designs. But, We must always remember the ‘why’. The primary goal is to understand the user, and their problems and then come up with a design that solves it.

2. Prioritize: Create a strategic plan to launch an MVP. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.

3. Seek out feedback early and continually: The trouble with most of us is that we would rather be ruined by praise than saved by criticism. Keeping the stakeholders/users in the loop and testing solutions in whatever form (paper, low-fi or hi-fi) as early as possible saves an ample amount of time and re-work.