Enterprise and fintech initiatives where design leadership shaped product direction, organizational capability and business performance.
I led the design team behind BBVA Peru's first fully digital loan repayment: a product assessed on the merchant's POS sales history and repaid from 35% of whatever the business sells each day. Nobody in Peru had taken out anything like it, and the challenge wasn't the interface — it was getting the merchant to understand the mechanism before signing it.
Thirteen months on the project that took Interbank's mortgage end to end without a single branch visit — replacing an income assessment run in Excel with an adaptive form, and designing the back office where risk, legal and commercial teams work on the same case file.
Founded and designed a TCG retail and events ecosystem in Lima from zero — segmenting four player archetypes, designing a four-phase customer lifecycle engine, and deliberately deciding who not to serve, to build a store that grew entirely through peer referral.