BuildingFintechFromZero

DINN 1.0 had been live for almost a year. It had near-zero users.

The product was functional. The problem was that no one had actually asked young Mexicans why they weren't investing or how they wanted to invest.

I ran a research process that involved:

Almost every competitor in Mexico was communicating in functional territory — rates, features, security badges. Nobody had claimed the emotional and educational space. Nobody was talking to young people about their relationship with money.

What the research actually told us about the target:

1. Don't build for investors. Build for savers who don't know they can invest.

The research showed that the people we wanted to reach already had the behavior (saving). They didn't have the mental model (investing). The product had to meet them where they were.

Product thesis: Simple savings account + you earn returns. One step, no complexity, no minimum. A savings account that also makes your money grow and you learn at the same time.

2. Own the emotional territory.

Every Mexican competitor was talking about rates, features, and functionality. We positioned DINN at the intersection of simple and earning: "DINN: Simple + Your money earns."

3. Design the behavioral change, not just the product.

We used BJ Fogg's Behavior Model from Stanford's Persuasive Tech Lab as the framework for the launch strategy. For a behavior to happen, three things need to converge: Motivation, Ability, and a Trigger.

We mapped all three:

DINN 2.0 — Wireframes

The brand and the product were designed in parallel. The visual identity had to communicate simplicity and credibility simultaneously — a difficult balance in fintech. Every element went through user testing before development started.

The product became the simplest in the market. You sign up, deposit, and your money is automatically invested. The process was simple and functional.

In early 2020, we launched the DINN debit card so users could use their money day to day.