By mapping out the entire service ecosystem, stakeholders from business, tech, and design aligned their efforts. This led to a more strategic UX approach, helping Mercantil Andina maintain continuous improvements beyond the initial redesign.
To mature UX within the company, I led the creation of a UX Chapter, bringing together designers and researchers in regular meetings to align on best practices, share learnings, and define the vision for UX & Product strategy. This initiative helped systematize design processes and foster cross-functional collaboration.
Scaling UX meant smoothing out inconsistencies across different touchpoints. I helped standardize processes, implementing design documentation, component libraries, and streamlined workflows that improved efficiency and reduced redundant work.
Beyond solving immediate UX issues, I introduced UX governance, ensuring quality control, accessibility standards, and continuous learning within the team. This created a foundation for sustainable UX growth, even as the company scaled.
Mercantil Andina, an insurance provider in Argentina, aimed to digitally transform its user experience. However, their customer journey was fragmented, causing inefficiencies and frustration:
As a Fractional UX & Product Lead, I led a 4-month UX audit and service design strategy to uncover key issues and propose scalable solutions:
Research & Discovery – Stakeholder interviews, heuristic evaluations & service blueprints.
UX Strategy & Optimization – Redefining policy structure, chatbot flows & omnichannel experience.
Implementation & Execution – Prioritizing accessibility, usability & engagement-driven improvements.
We identified 110+ pain points, categorized into:
Digital Experience Gaps – Web, mobile, and chatbot inconsistencies.
Communication Barriers – Fragmented interactions affecting user trust.
Complex Policy Documents – Legal-heavy content overwhelming users.
Conversion Drop-offs – Onboarding lacked clear guidance, reducing engagement.
We implemented service blueprints and user journey mapping, aligning business, design, and development teams around a user-centered approach. This ensures sustainable UX improvements beyond the initial transformation.
