Neobank · Full-Service Banking · Product Design

Banco del Sol

Reimagining digital banking in Argentina — scaling a full-service Neobank through strategic UX, regulatory innovation, and operational efficiency.

Neobank Regulatory UX DesignOps 4 Case Studies
4
Major Case Studies
30s
Automation (was 15min)
100%
Data Consistency
Scroll
Context

The Challenge

Banco del Sol, the digital bank of Sancor Seguros, aimed to compete with both traditional banking giants and agile fintech startups in Argentina's rapidly evolving market.

🏦
Competitive Landscape
Positioned between traditional banking giants and agile fintech startups — requiring the trust of the former with the experience quality of the latter.
🎯
Core Mission
Design a robust, secure, and user-centric ecosystem handling high-stakes operations — USD transactions, lending, and insurance — while maintaining neobank simplicity.
👥
My Role
End-to-end resolution of complex flows, stakeholder management, and cross-squad collaboration for high-impact feature launches across the banking platform.
Case Study 01

Seamless Interoperability — The MODO Integration

Launching a national QR payment standard without disrupting the existing IA

The Challenge
Launch the national QR payment standard within the app without cluttering the existing Information Architecture or confusing users accustomed to the existing flows.
Discovery & IA
Led analysis to integrate "MODO Benefits & Rewards" as a native-feeling section, ensuring clear distinction between bank promotions and the payment network ecosystem.
Strategic Negotiation
Constant collaboration with external MODO teams and internal squads to define home-screen real estate and navigation hierarchy for optimal user experience.
Actionable Delight
Animated "gift" icon in top navigation triggered curiosity. Strategic conversion banners guided first-time users through the QR payment flow.
🏆
Surpassed business targets — launch exceeded adoption goals. Animated cues significantly reduced time-to-first-payment. Event tracking validated design effectiveness.
QR Payment Flow
Scan to pay · MODO Network
↑
Adoption
↓
Time to Pay
✓
Validated
Case Study 02

USD Ecosystem — Designing for Regulatory Complexity

Turning Argentina's most complex financial regulations into a fluid user experience

USD Account — Status
📋
Affidavit submitted
Verified
📅
Monthly limit check
USD 200
🕐
Market hours
Open
🛡️
Identity confirmed
Pending
The Friction
Argentine USD regulations are among the most complex globally. Mandatory affidavits, monthly limits, and restricted market hours create massive user drop-offs at each step.
Educational Onboarding
Designed a step-by-step process explaining legal requirements in human language, reducing confusion and building institutional trust through transparency rather than obscuring complexity.
Edge-Case Management
Extensive library of warning and error states to manage rejections and regulatory blocks without frustrating users — turning compliance walls into guided recovery paths.
✅
Created a compliant, fluid experience that matched top-tier global fintech standards despite Argentina's regulatory complexity. Drop-off rates significantly reduced.
Case Study 03

Debit Card Strategy — Pivoting to Digital-First

Using psychology of choice to change user behavior and reduce operational costs

High operational and logistics costs associated with physical card issuance required a behavioral change strategy — making the virtual card the obvious choice without forcing it.

1
Immediate Benefits
Highlighted instant use and enhanced security of virtual cards through strategic messaging — making the digital-first option feel premium, not compromised.
2
Simplified Activation
Made virtual card activation a seamless one-click process for instant gratification — the path of least resistance led to the desired outcome.
3
Calculated Friction
Introduced a deliberate multi-step process for physical card requests, requiring conscious choice — adding just enough friction to nudge users toward digital.
📉
Successfully changed user behavior — exceeded the company's target for physical card reduction and drastically lowered logistics overhead.
YOUR CARDS
•••• •••• •••• 4291
Use Now ✓
Physical
Psychology of Choice in Action
Case Study 04

Lending & Insurance — Scaling the Credit Portfolio

Adding more information without increasing cognitive load

Insurance Products
🏥Medical Coverage$1,200/mo
🏠Home Protection$890/mo
🚗Vehicle Insurance$650/mo
Accept All
The Challenge
As the bank added new insurance types and credit lines, the UI became cluttered. The challenge: add more information without increasing cognitive load or reducing conversion.
Scalable Componentry
Participated in creating a new iconography system and modular UI cards for consistent, expandable design patterns that could accommodate any future product addition.
Progressive Disclosure
Grouped complex financial data into collapsible sections, allowing a clean path to the final "Accept" button — reducing friction at the decision moment.
📈
A more complete yet clearer flow that improved conversion rates for high-margin banking products. Scalable system that supported continued product expansion.
Operational Innovation

The "Secret Sauce":
Design Ops Automation

Solving internal bottlenecks as effectively as user-facing product challenges — transforming manual, inconsistent processes into AI-powered workflows.

01 — The Problem
Manual Inconsistency
Event tracking was manual and inconsistent. Every squad used different naming conventions, creating data chaos for analysts and making A/B test results unreliable.
02 — The Solution
AI-Powered Templates
Developed a structured prompt template for LLMs. Designers upload a screen description, and AI generates standardized tracking code — instantly, every time.
03 — The Impact
30× Faster Delivery
Transformed a 15-minute manual task into a 30-second automated process. Ensured 100% data consistency across all teams and squads.
15min
Previous Time
30sec
Current Time
100%
Data Consistency
Key Takeaways

What This Work
Proved

🎯
Business Alignment
Every design decision was a strategic response to specific business KPIs — cost reduction, user adoption, and regulatory compliance. Design as a business tool, not a cosmetic layer.
⚖️
Technical Rigor
Successfully navigated the strict constraints of the Argentine banking system, balancing regulatory requirements with exceptional user experience. Compliance and UX are not opposites.
🤖
Leadership Through Innovation
Leveraged AI to solve internal bottlenecks as effectively as user-facing product challenges. The best designers solve the whole system, not just the visible parts.