Crypto · Fintech · Super-App · LATAM

Bitso

From Crypto Exchange to Multi-Asset Super-App — engineering a seamless financial evolution for 8M+ users across Latin America.

8M+ Users Data-Driven 94% Success Rate LATAM Scale
8M+
Users in LATAM
+45%
Portfolio Engagement
94%
Offboarding Success
Scroll
Strategic Context

Transitioning Bitso from a trading
tool to a Financial Super-App

The mission: transform a specialized platform for crypto adopters into a comprehensive, daily-use financial ecosystem serving millions across diverse markets — without alienating existing power users.

📊
Data-Driven UI
Validating every pixel through rigorous A/B testing and quantitative analysis. No design decision shipped without measurable evidence backing it up.
🧩
Systemic Scalability
Creating modular, reusable components that enable rapid regional expansion across Mexico, Brazil, and Argentina without duplicating architecture.
🤝
Stakeholder Orchestration
Bridging the gap between C-Suite vision and engineering execution through clear communication, aligned roadmaps, and cross-squad collaboration.
Case 01 · Risk Mitigation

The Sunset — Web3 Wallet Offboarding

High-stakes offboarding: The 94% success story

Sunset the native Web3 Wallet while ensuring users could securely export their private keys. The stakes were enormous: permanent asset loss and potential legal liability.

Business Target
Achieve 90% success rate in user self-service offboarding — one of the most demanding benchmarks ever set for a sunset flow.
Removed Blockchain Friction
Simplified complex blockchain jargon into human-centered language. Private key export became something any user could do — not just the technically fluent.
High-Urgency Flow
Designed a progressive disclosure sequence minimizing cognitive load — every step gave users exactly the information they needed, nothing more.
Clear Success States
Provided immediate feedback and verification steps at every critical moment — reducing anxiety in a flow where one mistake means permanent asset loss.
🏆
Achieved a 94% success rate, surpassing the ambitious 90% target and securing millions in user assets from permanent loss.
Private Key Export Flow
Identity verification
Done
Security confirmation
Done
Key export — plain language
Active
Wallet name confirmation
Pending
94% Completion Rate
Exceeded 90% business target — millions in assets secured
Case 02 · The Great Revamp

Bridging Worlds — Integrating Stocks & ETFs

8-month mission to merge crypto trading and traditional investing into one cohesive experience

All Assets
Crypto
Stocks
Bitcoin
Crypto
$62,400
+2.4%
Ethereum
Crypto
$2,841
+1.8%
Apple Inc.
Stock · NEW
$189.40
+0.9%
S&P 500 ETF
ETF · NEW
$541.20
-0.3%

A massive 8-month integration project merging two fundamentally different financial mental models — crypto trading and traditional stock investing — into one cohesive, intuitive experience.

The Challenge
Crypto traders and stock investors have entirely different mental models, vocabularies, and risk tolerances. Merging them without breaking either experience required deep systemic thinking.
My Role
Product Designer for the TradFi pillar. Managed cross-functional dependencies across 6+ engineering squads, balancing technical feasibility with user needs and timeline pressure.
Unified Architecture
Designed a single asset browser that treats crypto and stocks as peers — same interaction patterns, same information hierarchy, seamlessly navigable between asset classes.
🚀
Successfully launched unified architecture that transformed Bitso's market identity from crypto exchange to true Financial Super-App, unlocking new revenue streams.
Case 03 · Data-Validated Optimization

Precision UI — 45% Increase in Engagement

A/B tested redesign of the Portfolio view that turned a hypothesis into a proven metric

The Hypothesis
Information density and hierarchy in the legacy Portfolio view were causing user paralysis — too much data presented equally meant users couldn't identify what to act on.
The Execution
Redesigned Portfolio view with actionable insights, clear visual hierarchy, and progressive information disclosure. Validated through split A/B testing against the existing experience.
The Result
+45% interaction rate with portfolio features — quantitative proof that intentional, data-backed UI drives measurable business growth beyond aesthetic improvement.
📈
+45% portfolio interaction rate — validated through rigorous A/B testing. This became the team's benchmark for evidence-based design decisions.
Old View
BTC
0.041
ETH
1.23
USDT
220
No clear actions
New View ✦
BTC
+2.4%
ETH
+1.8%
USDT
Stable
Buy · Sell · Swap
+45%
Interaction Rate — A/B Validated
Case 04 · Regional Scalability

Modular Onboarding — Scaling Growth in LATAM

One framework, three countries, zero architectural duplication

Onboarding Module Architecture
🌍
Core onboarding flow
Global
🇲🇽
Mexico — transaction limits
Injected
🇧🇷
Brazil — PIX payment setup
Injected
🇦🇷
Argentina — document requirements
Injected
✅
Unified completion state
Global
The Challenge
Adapting to diverse regulatory landscapes across Latin America — Mexico's transaction limits, Brazil's PIX, Argentina's documentation requirements — without duplicating architecture.
Modular Framework
Designed injectable modules for country-specific requirements into a global core flow. Each region gets exactly what it needs without touching the shared architecture.
Local Compliance
Embedded regulatory rules without compromising global UX consistency — the experience feels local everywhere while being maintained globally.
Fast Deployment
60% reduction in time-to-market for new country launches. What previously required months of bespoke work became a matter of configuring a new module.
⚡
Significantly lower KYC drop-offs and 60% faster market entry for new regions, enabling Bitso's expansion strategy across all of LATAM.
Case 05 · Wealth Management

Crypto Strategies — Designing Trust through Automation

Shifting users from manual trading to professional-grade wealth management

The Concept
Shift users from manual trading to automated wealth management strategies, transforming the app from a trading tool to a professional-grade investment platform accessible to retail users.
Educational Friction
Introduced "Educational Friction" — strategic moments of explanation and confirmation that build long-term trust. In financial automation, informed friction creates more value than one-click solutions.
The Value
Transformed the app into a professional-grade wealth management tool for retail users, increasing engagement with sophisticated investment features while maintaining accessibility.
💡
Introduced the concept of "Educational Friction" — the principle that informed users are more valuable, more engaged, and more retained than users who are rushed through flows.
Automated Strategies
⚖️
Auto-Rebalance
Active
Maintains target allocation between BTC / ETH / Stables
📈
DCA Bitcoin
Running
$50 weekly into Bitcoin · 24 weeks remaining
🔒
Stable Yield
7.2% APY
Earning yield on idle USDC balance
94%
Web3 wallet sunset success rate
+45%
Portfolio engagement via A/B testing
60%
Faster LATAM market launches
Key Takeaways & Leadership

What Working at Bitso
Taught Me

🔬
Evidence-Based Decisions
Every design decision backed by user research, quantitative analysis, or A/B testing. Business impact is measurable and verifiable — not a narrative.
🗺️
Stakeholder Management
Navigated 8+ months of C-level alignment, technical constraints, and cross-functional dependencies to deliver complex initiatives on schedule without sacrificing quality.
⚡
The Generalist Edge
Ability to move from deep research to final pixel execution ensures consistent, high-performing products. The generalist doesn't trade depth for breadth — they multiply both.