Digital transformation at national scale
Bancolombia
Project shown under NDA · Real assets can be shown on a videocall.
Digital Banking · Mobile App · Web Platform
SuperApp ecosystem · Millions of users in production
UX Designer · 2019—2022 · via Multiplica
Bancolombia is Colombia's largest financial group, with millions of users across its SuperApp ecosystem. During its digital transformation phase, the design challenge was scale: standardizing how flows, IA, and user testing protocols worked across products that touched a national user base — from everyday banking to credit, savings, and SMB tools.
Standardization of workflows and information architecture across products. User research at scale — personas, IA, journey maps, task flows tested with real users. Defined testing protocols adopted across squads. Workshop facilitation across PM, Engineering, and project leadership. The work focused on making a fragmented ecosystem feel like one bank.
Designing for millions means choosing where to optimize the rare case vs. the common one. The work was less about pushing pixels and more about defending consistency across teams that wanted to ship faster than the system could absorb.
Pagui
B2B/B2C fintech · Buy now, pay later