Fintech · DINN (Actinver) · H2 2022
Turning a Rebrand Into a Product System
“The brand had changed. The app hadn't. Two audits confirmed it — users were putting their money into a product that didn't look trustworthy. I rebuilt the entire visual system. Tested it with 50 users before a single screen shipped.”
Impact
A product that felt inconsistent and a little playful became one that actually felt like a place to put your money.
Context
Company: DINN — Actinver's digital investment app for first-time investors in Mexico
My role: I ran the audits, defined the new visual system, and coordinated implementation across the entire app and website. I was also responsible for building the governance documentation the team would use long after this project ended.
Team: UX/UI designers, illustrators, communication team, external audit vendor, product stakeholders
Timeline: H2 2022 — DINN had completed a brand redesign. The product experience hadn't been rebuilt to reflect it. This was the project that changed that.
The Problem
The product had grown fast: more clients, more screens, a bigger team. That growth made visual consistency harder to maintain, and it showed. In a financial product, inconsistency isn't just a visual problem. It feels unsafe.
A qualitative study — 20 in-depth interviews — revealed that DINN was broadly seen as "inversión para lo diario / chiquita" — a small, everyday investment tool — regardless of how financially sophisticated users actually were. Even experienced investors used it as a side account. The approachability was working, but it was setting a ceiling.
Diagnosis
I ran two visual audits simultaneously. I didn't want the findings to just be my own perspective — and I didn't want them to be only an outside one either.
What I Built
I designed the system with one goal: it had to work for any designer, on any screen, at any point in the future.
Validation
Before rolling anything out, I tested the new system with 50 users. In a financial product, you don't ship on instinct. You test first.
25 new users — no prior exposure to the product
Execution
I led the implementation across the full product — every screen in the app and the DINN website.
That meant coordinating illustrators, UX/UI designers, and the communication team under one direction, making sure the system was applied consistently, not just understood in theory.
I built the documentation as a working reference for the team — with clear rules, rationale, and examples for every decision. It's still being used today.
Key Deliverables
Outcome
The documentation is what I'm most proud of from this project. Not because it's documentation — but because it's still being used. It gave the team a real system to build on, not a snapshot that slowly gets ignored.
For a fintech app handling people's savings, looking trustworthy isn't a bonus. That's the whole product.
Reflection
In fintech, how things look directly affects how safe people feel. Users don't process trust rationally — they feel it. Color proportions, spacing, illustration tone aren't aesthetic preferences. They're the product.
A rebrand without a product system doesn't really work. You can update the logo and the guidelines, but if the product doesn't reflect the new brand, nothing actually changes. The real work is translating brand intent into component-level decisions that hold across designers and time.
When the stakes are financial, you don't ship on instinct. You test first. Testing with both existing and new users gave us real confidence that the changes worked — before any development started.