Sectors & challenges
Banking & fintech
From financial complexity to clear, tangible and validated solutions.
I help financial institutions and fintech companies understand complex systems, identify opportunities and turn them into products, services and experiences: from research and strategy through to conceptualisation, prototyping, testing and iteration.
Sector challenges
CLARITY
Simplify without losing rigour
Make complex financial products and decisions understandable without concealing their implications.
FRICTION
Reduce barriers at critical moments
Onboarding, contracting, KYC and everyday tasks where every step can affect conversion and trust.
JOURNEYS
Connect the end-to-end experience
Design a coherent relationship across digital channels, advisers, branches, customer service and operations.
TRUST
Design to build trust
Clarity, transparency and consistency in every interaction, not only in brand communication.
PERSONALISATION
Support people, not just transactions
Use data and new capabilities to offer relevant services throughout people’s financial lives.
ALIGNMENT
Make the organisation work as a system
Align product, business, technology, data, operations, risk and compliance around a shared experience.
How I can help
01
Understand the context
I research how people manage their money, make decisions and experience financial services.
I combine customer research, ecosystem analysis, data, internal knowledge and Voice of the Customer to identify needs, friction and opportunities.
02
Define a direction
I translate learning into strategic opportunities, value propositions, design principles and prioritisation criteria.
This connects customer value, business objectives, operational viability and regulatory requirements, aligning product, technology, data, operations, risk and compliance.
03
Design products and services
I turn strategy into tangible product and service concepts.
I design relationship models, end-to-end customer journeys, service blueprints, omnichannel experiences and new services that connect customer needs with organisational capability.
04
Prototype and test
I develop service and experience prototypes to make ideas visible, evaluate their value proposition and understand how they would work in real situations.
Validation shows whether a solution is understandable, relevant and capable of creating value before major investments are made.
05
Iterate and make it actionable
I incorporate learning from testing to evolve the solution, prioritise initiatives and define roadmaps and next steps.
This turns research and strategy into an actionable solution, ready for implementation and continuous improvement.
Capabilities
- Strategic Design
- Design Strategy
- Service Design
- Product & Service Design
- CX Strategy
- Product Strategy
- Customer-Centric Design
- Customer Research
- UX Research
- Voice of the Customer
- Opportunity Framing
- Value Proposition Design
- End-to-End Customer Journey Mapping
- Service Blueprinting
- Concept Development
- Service Prototyping
- User Testing
- Iterative Design
- Roadmap & Prioritisation
- Stakeholder Management
- Cross-Functional Collaboration
- Facilitation
- Data-Informed Decision Making
What this work brings
- A clearer understanding of the problem and the opportunities.
- A shared direction across teams and stakeholders.
- More understandable and relevant products and services.
- More connected and coherent customer journeys.
- Tangible concepts that can be tested before major investments are made.
- Less uncertainty in decision-making.
- Solutions able to evolve through evidence and learning.
Related cases
Ibercaja Strategy
A new relationship model balancing perceived value, engagement and sustainability when the traditional banking model was no longer enough.
Pensumo
Turning everyday spending into a gateway to long-term saving.