Project Type: Concept Pitch
Role: UX Researcher | UX Designer
ABOUT PROJECT
The project set out to unify and elevate Banorte’s digital experience. An initial client concept aimed at integration was validated and tested, but ultimately revealed the need to explore a new path toward true ecosystem cohesion.
Problem:
The existing Banorte Móvil app was functional but lacked clarity, speed, and emotional resonance. Visual inconsistency, multiple navigation layers, and low information hierarchy made it hard for users to find what they needed, resulting in frustration despite a high NPS.
Goal:
Banorte aimed to move beyond incremental improvements and redefine what mobile banking could feel like—efficient, trustworthy, and human. The objective was to create an app that balances performance and emotion through better visuals, tone, and personalization.
PROCESS
CLIENT AND MARKET UNDERSTANDING
Client Workshop
Collaborative workshops with Banorte’s team aligned the vision and uncovered shared goals through “dreams and fears” exercises, setting the foundation for a clear, user-driven strategy.
USER UNDERSTANDING
User Personas
Customer archetypes were mapped across levels of digital adoption and banking involvement, helping tailor the experience to diverse users, from pragmatic entrepreneurs to digitally savvy spenders.
CLIENT CONCEPT VALIDATION (CONCEPT 1)
From the beginning, the client envisioned a unified login as the key to simplifying the experience for users with multiple accounts. The goal was to provide a single access point that allowed them to move easily between profiles—bringing greater control, speed, and convenience to their everyday banking.
Multi-account Desktop
PERSONAL ACCOUNT
User with multiple personal accounts
BUSINESS ACCOUNT
User with personal account and business account
USER VALIDATION RESULTS
The initial concept proposed a unified login for users with multiple accounts. Testing revealed concerns about security and limited value, leading to a broader rethink of integration.
FINAL PROPOSAL
The final concept moved beyond login, envisioning full ecosystem integration with seamless transitions across products and channels for a more connected brand experience.
PERSONAL ACCOUNT
A unified framework tailored for personal users, offering clear access to savings, credit, transfers, and transactions in a simple, intuitive way.
BUSINESS ACCOUNT
The same framework adapted for business needs—managing payroll, permissions, notifications, and profitability within one cohesive platform.
