Building a Customer Centric
Culture in Fintech
Moving a sales driven organization towards a product led, customer first mindset through systemic design interventions.
The Feature Factory
When I joined, design was seen as execution and not strategy. We were shipping outputs based on sales requests which were disconnected from customer outcomes.
I spent the first years building credibility through high quality execution and tech debt cleanup to earn the right to strategize.
From Screens to Ecosystems
After 3.5 years leading UX and Fintech certification initiatives, I identified a critical risk in our 2025 growth plan for the SME (Pyme) market. We were about to redesign our website to fix "lead quality" but the problem wasn't the UI. It was our lack of understanding of the customer.
"We can't win the SME market with a beautiful website if the processes behind it are broken. We need to stop designing isolated touchpoints and start orchestrating the entire ecosystem."
I pitched a pause on execution to conduct deep research. It was the opportunity to shift from designing screens to designing solutions.
Exposing the Gap
We conducted a mixed methods research phase and aggregated insights from 40+ interviews. This wasn't just talking to users. We interviewed internal stakeholders across Sales, Customer Success, Ops, Data and Mkt plus 15 direct SME clients of varying sizes.
The quantitative analysis exposed that our high churn wasn't a product failure but a failure in segmentation and strategy.
STAKEHOLDERS + 15 SME CLIENTS
DUE TO SEGMENTATION GAPS
MKT / SALES / PRODUCT
Building the Engine
To support an End to End Omnichannel experience we couldn't just ship features. We needed to build the organizational muscle to sustain it. We implemented a Dual Track strategy which meant delivering immediate value (Web Revamp) while building three core capabilities.
THE 3 CORE CAPABILITIES:
Analytics Integration
Integration of behavioral data to validate decisions. Moving from gut feeling to data informed product design.
Research & Design Ops
Standardized discovery processes. Created an Insight Repository accessible to Marketing, Sales, Product, CX and C-Suite.
Design System
The scalability engine. Allowed consistent deployment across Web, App and Internal Portals at 2x velocity.
Execution Roadmap
With capabilities in place we aligned the entire business around the new SME insights. Touchpoints no longer lived in isolation.
Shared SME Research with all departments. Defined a unified value proposition.
Campaigns shifted from generic promises to addressing specific SME pain points and behaviors discovered in research.
Equipped sales teams with new decks and materials fully aligned with the digital message.
Launch of the self service web platform acting as the central hub.
App evolution and Physical branches set as the next frontiers for total integration.
The Web Revamp
We moved from a static and chaotic brochure to a segmented, goal oriented service center.
App Evolution
Redesigned for retention. We shifted from treating all users as one to segmenting the value proposition for our different types of users according to their products.