BuildingFintechFromZero
I owned the full brand identity and designed the product's early versions — every release and iteration through its first two years.
DINN · 2019 – 2021 · Founding Designer
All the visuals are in Spanish because this work was made for native Spanish speakers.
Impact
The Problem
Actinver's digital investment app for first-time investors in Mexico. DINN 1.0 was functional and had been live since 2017, with near-zero users. No one had asked young Mexicans why they weren't investing — or how they wanted to.
The Research
After 50+ user interviews, several focus groups and a benchmark of 20+ fintechs, we defined two main targets:
The Emotional Territory
Every competitor was talking about rates and features. We positioned DINN at the intersection of simple (emotional) and earning (educational): "Simple + Your money earns."
DINN 2.0 — Wireframes
I designed DINN 2.0, the relaunch, starting from these wireframes.
Process
I designed the product and the brand in parallel. The product is where I was most hands-on. A second UX designer focused on research, and every element went through user testing before development.
The product became the simplest in the market: sign up, deposit, and your money is automatically invested. DINN 2.0 launched in February 2019.
On brand I ran creative direction across every channel — campaigns, media, email, motion design — with an illustrator on the DINN characters.
The Second Fund
About four months after launching, we tested the appetite for a second fund with users. The response was positive, so we shipped it — and a short set of questions in the app helped each person understand which fund fit them.
DINN Debit Card
In early 2020 we launched the DINN debit card, so users could spend their money day to day.
I designed the card and its packaging.
New Investment Options
In 2021 we grew the offer from two funds to four, adding an aggressive and a currency strategy. The goal was to make the product earn more per user — but we tested the appetite before building it, the same way we had with the second fund. People wanted it.
As we added features to the product, we started redesigning the navigation and the way people moved through it.
Digital Media Campaigns
All of it ran alongside acquisition campaigns. I directed the creative and every material that came out of it — producing assets and animating some myself, and directing freelancers for the rest.
Outcome
From near-zero to 500K+ users by the end of 2021. The work behind it: 50+ interviews and a benchmark of 20+ fintechs, a brand house with two personas, a product thesis that cut everything except three actions, an identity system built from scratch, and a first version of four core flows validated with users before development started.
The same insight drove all of it: meet people where their behavior already is, and try to remove the barrier, not the product.
In 2021, monthly churn held at 0.41% against a 1.8% target, which is the part that told us the product was doing right.
