DesigningforFinancialBehavior

I led UX across all flows, ran the user testing sessions, and owned the development handoff.

DINN · 2024 · Lead Product Designer

All the visuals are in Spanish because this work was made for native Spanish speakers.

Impact

–25%

Assets in the conservative fund

3 months after launch, as users diversified across 5 investment strategies

Repositioned

Regulatory questionnaire

From compliance friction to allocation input

Investment dashboard — before and after

The Problem

Actinver's digital investment app for first-time investors in Mexico. Users weren't distributing their investments: 80% of assets sat in the most conservative fund.

Our hypothesis: users default to the conservative option because the product gives them no other frame to work with.

One interview quote was the whole insight: "I started with the conservative strategy because I didn't know how to diversify. If I'd known before, it would have been different."

Process

I led the process end to end, from the first workshop to the analytics plan:

Workshops

Sessions across Growth, Patrimonial Advisors, Asset Management, Tech, Data, and internal financial experts. The decision to build this came from here.

Expert validation

Worked with financial advisors to ensure language accuracy — investment terminology, regulatory framing, and fund categorization.

Business rules

With Product, Legal, and TI — translated design logic into technical rules: unlock triggers, emergency fund consistency measurement, questionnaire integration.

UX Design

Full dashboard redesign: strategy levels, unlock flows, emergency fund estimator, goal-based onboarding, milestone tracking system.

Testing — 15 sessions

Recorded sessions validating unlock logic, dual-path architecture, and questionnaire integration with real DINN clients.

Analytics plan

Full Firebase tracking: emergency fund completion, level progression, diversification rates, deposit frequency, and regulatory compliance gaps.

In-person ideation workshops with Growth, advisors, Asset Management, Tech, and Data, image 1 of 6

In-person ideation workshops with Growth, advisors, Asset Management, Tech, and Data, image 4 of 6

In-person ideation workshops with Growth, advisors, Asset Management, Tech, and Data, image 2 of 6

In-person ideation workshops with Growth, advisors, Asset Management, Tech, and Data, image 5 of 6

In-person ideation workshops with Growth, advisors, Asset Management, Tech, and Data, image 3 of 6

In-person ideation workshops with Growth, advisors, Asset Management, Tech, and Data, image 6 of 6

Design Decisions

01 Behavioral

Start with the person, not the product. Instead of a list of funds, the experience opens with a few questions — what are you saving for, how much consistently, how do you feel about risk.

02 Progress

Guided autonomy, not forced restriction. Two paths: one with structure and progressive unlocking tied to real financial milestones, one with full immediate access.

The three levels of the guided path and how each one unlocks, image 1 of 6

The three levels of the guided path and how each one unlocks, image 4 of 6

The three levels of the guided path and how each one unlocks, image 2 of 6

The three levels of the guided path and how each one unlocks, image 5 of 6

The three levels of the guided path and how each one unlocks, image 3 of 6

The three levels of the guided path and how each one unlocks, image 6 of 6

Path A — Guided (Asesorada)

Structure, education, and milestones

Entry

One conservative fund

Foundational savings fund — available on signup

$25K MXN

Intermediate unlock

~3 months minimum salary — behavioral milestone

3 months

Advanced unlock

≥80% emergency fund consistency — proof of commitment

Path B — Non-Guided (No Asesorada)

Autonomy for users who know what they want

Complete regulatory questionnaire

Risk tolerance profile — required by law

Immediate full access

All strategy levels unlocked at once — no milestones to clear

Behavioral nudges

Suggestions to diversify — nothing blocked

Personalized

Portfolio recommendation

Based on goals, risk profile, and emergency fund status for both paths

The three suggested portfolios, based on the investment horizon

03 Regulatory

Compliance as a trust signal. The risk questionnaire couldn't change — fixed by law. But where it lived could. Moved from random legal interruption to a personalized recommendation.