Case Studies
Reducing drop-off in a 12-step acquisition funnel
Role: Behavioral Designer & Strategist
A major European bank with 200,000+ employees and 175M consumers was losing over 88% of users at critical onboarding steps. I was brought in as the behavioral design lead to diagnose why and rebuild the conversion strategy — solo — across 6 product lines simultaneously. The brief was to reduce drop-off. The actual problem turned out to be something far more nuanced.
Uplift
+8,37%
Conversión rate
+6,51%
Reducing drop-off in a 12-step acquisition funnel
Role: Behavioral Designer & Strategist
A major European bank with 200,000+ employees and 175M consumers was losing over 88% of users at critical onboarding steps. I was brought in as the behavioral design lead to diagnose why and rebuild the conversion strategy — solo — across 6 product lines simultaneously. The brief was to reduce drop-off. The actual problem turned out to be something far more nuanced.
Uplift
+8,37%
Conversión rate
+6,51%
Checkout & Tier Optimization
Redesigned checkout flow and pricing tier selection for Spain's largest bus operator using behavioral psychology principles. Live implementation showed improved conversion rates.
Project Type: Behavioral UX Design | Transportation
Role: Product Designer (Behavioral Psychology)
Timeline: 6 weeks | 2024
Status: LIVE - Improved conversion reported
Role
Product Designer
Improved conversion
Loyalty Redesign For European Transport Leader
Conducted comprehensive behavioral research (surveys, living labs, psychology analysis) for major transportation operator. Identified distinct user archetypes and designed scientifically-backed loyalty strategy using advanced behavioral frameworks.
Loyalty arquitecture
Octalysis
Research
Live Labs
Turning a high-traffic homepage into a conversion engine
Role: Product Designer
A major European bank's homepage had massive traffic but weak engagement. Users were overwhelmed by choices and leaving. As lead product designer, I applied choice architecture and decision-framing principles to restructure the page hierarchy around user intent, reducing cognitive load and guiding users toward action
User engagement
+125%
CTR
+4.48%
Banking Homepage Optimization
Redesigned a major European bank's homepage that was bleeding users despite massive traffic. Applied behavioral science principles to guide user decisions instead of overwhelming them. Result: +125% engagement in key sections and +4.48% click-through improvement. Proof that smart design beats pretty design when it comes to actual business metrics.
User Engagement
+125%
CTR
+4.48%
Redesigning the Wait Between Purchase and Delivery
Buying a car is exciting. Waiting months for delivery kills that excitement. I led user research to map the emotional journey of CUPRA buyers during the waiting period, uncovering key frustration points and designing a mobile experience that transforms dead time into brand engagement.
User Research
Prototype
Behavioral mapping
Mobile Experience Design
Automotive Pre-Delivery Journey Transformation
Research-driven project that identified customer pain points during vehicle delivery waiting periods and designed a comprehensive mobile app solution featuring real-time tracking, personalized content, and community engagement to transform frustration into anticipation.
Interactive
Prototype
Strategic Business
Connection
Product designer and expert in
user experience
user experience
user experience
user experience
user experience
with over
6 years
6 years
6 years
6 years
6 years
of industry exeperience.
I combine
behavioral science
behavioral science
behavioral science
behavioral science
behavioral science
with strategic design to create
solutions grounded in human psychology.
Product designer and expert in
user experience
user experience
user experience
user experience
user experience
with over
6 years
6 years
6 years
6 years
6 years
of industry exeperience.
I combine
behavioral science
behavioral science
behavioral science
behavioral science
behavioral science
with strategic design to create
solutions grounded in human psychology.
Product designer and expert in
user experience
user experience
user experience
user experience
user experience
with over
6 years
6 years
6 years
6 years
6 years
of industry exeperience.
I combine
behavioral science
behavioral science
behavioral science
behavioral science
behavioral science
with strategic design to create
solutions grounded in human psychology.
Alicia Gomez
Account Director
"Her dedication to helping others grow and shine makes her an inspiring leader."
Mario Romero
Business, Product and Strategy Manager
"Trust is paramount. Every aspect of defining, designing, and managing each initiative, as the criteria and expertise she brings are essential and instill immense confidence."
Simon Immerzeel
Senior Service Designer
"…she is a sharp, collaborative, driven, and thoughtful teammate. Equal parts fun and focused, she possesses an incredible ability to brainstorm ideas while maintaining a keen attention to detail."
Alicia Gomez
Account Director
"Her dedication to helping others grow and shine makes her an inspiring leader."
Mario Romero
Business, Product and Strategy Manager
"Trust is paramount. Every aspect of defining, designing, and managing each initiative, as the criteria and expertise she brings are essential and instill immense confidence."
Simon Immerzeel
Senior Service Designer
"…she is a sharp, collaborative, driven, and thoughtful teammate. Equal parts fun and focused, she possesses an incredible ability to brainstorm ideas while maintaining a keen attention to detail."
Alicia Gomez
Account Director
"Her dedication to helping others grow and shine makes her an inspiring leader."
Mario Romero
Business, Product and Strategy Manager
"Trust is paramount. Every aspect of defining, designing, and managing each initiative, as the criteria and expertise she brings are essential and instill immense confidence."
Simon Immerzeel
Senior Service Designer
"…she is a sharp, collaborative, driven, and thoughtful teammate. Equal parts fun and focused, she possesses an incredible ability to brainstorm ideas while maintaining a keen attention to detail."