Citibanamex Financial Advisor
As the lead designer on this project, I crafted a digital financial advisor aimed at educating users on saving and improving their financial habits. I owned the entire UX process—from research and user flows to high-fidelity designs—while also creating custom illustrations and visuals to enhance engagement. The result was an intuitive, visually engaging tool that empowered users to make smarter financial decisions
Client
Citibanamex
Year
2018
Research
Before design began, third-party research was conducted to better understand users’ financial knowledge, habits, and pain points. I reviewed and debriefed this research to extract key insights that would shape the product strategy.
Some of the most important takeaways included:
Many users lacked confidence in their financial decision-making.
Saving felt overwhelming or unattainable for a large portion of users.
There was high interest in visual tools that could make financial data easier to understand.
Insights
In parallel, I conducted a competitive benchmark analysis of leading financial apps, including Birch, Acorns, Spendee, Personal Capital, Mint, and Prism, focusing on:
Onboarding flows and how they capture user data
Goal-setting interfaces
Expense visualization methods
Tone of voice and approachability in financial education
This research helped define a tone that was friendly and non-judgmental, and a design direction that prioritized simplicity, clarity, and guidance over raw data dumps.
High Fidelity mockups
The onboarding process guided users through a friendly, step-by-step questionnaire to understand their income, expenses, and savings goals—laying the foundation for a personalized financial experience.
Outcome
Although the financial advisor project was ultimately de-prioritized and did not move forward into development, it served as a valuable concept exploration. Several ideas—such as personalized goal-setting, simplified cash flow visualizations, and a more approachable tone—were later adapted and integrated into the primary Citibanamex app.
This project laid the groundwork for future financial education features and demonstrated the potential of user-centered design in empowering users to take control of their finances.