Overview
Reducing friction across three critical flows
BAZ is a fintech super-app by Banco Azteca serving millions of underbanked users in Mexico — one of the country's most ambitious financial inclusion platforms. When I joined via Wizeline, a surge in complaint tickets was generating significant operational cost pressure: customer service was overwhelmed, and loan conversion was declining.
The business directive was clear — reduce complaint volume and improve loan completion before Q3. I led the UX strategy for three critical flows: loan application, onboarding, and complaint reporting. My first move was to align product, engineering, and business stakeholders on a shared success framework, defining KPIs before any design work began.
This wasn't a cosmetic refresh. It was a business-critical intervention with defined outcomes, executive visibility, and cross-functional dependencies that required as much stakeholder management as design craft.
User journey
Mapping the loan journey end to end
I mapped the complete loan journey to expose where users hesitated, dropped off, or lost trust — turning each friction point into a clear design priority for the redesign.
Process
From research to high-fidelity
Results
Measurable impact across all three flows
The redesigned flows launched in 2025 and showed measurable improvement within the first quarter. A 48% reduction in complaint tickets translated directly into reduced customer service overhead — fewer agents, faster resolution, lower operational cost. The loan completion increase represented meaningful new revenue for Banco Azteca's core business.