Democratizing investments
2019 - 2022
Digital Financial Services| User Research | UX Design | Protoying & testing
Context & Challenge
Credicorp Capital traditionally targeted clients with over 300 million pesos to invest, offering them personal financial advisors. This left a large segment of people with lower investment capacity—eager to start investing—completely unattended. The challenge was to create a scalable solution that could replicate the guidance of an advisor through technology, while addressing the unique needs and behaviors of this new audience.
Image 1: Value proposition
My Role & Responsibilities
• Led the design team, guiding research and product definition.
• Conducted qualitative and quantitative research to uncover user archetypes and investment behaviors.
• Translated research insights into product features, ensuring usability and accessibility.
Image 2: Target audience definition
Image 3: Exploring User Motivations
Objective
Develop a digital investment platform that enables access to financial products, providing simple, trustworthy guidance for first-time and small-scale investors
Image 4: Arquetype example
Image 5: Feed me for Feeback Workshop
Approach & Key Actions
• Carried out in-depth research to identify investor archetypes and their goals.
• Discovered key insights: lack of financial education, importance of both short- and long-term goals, and home ownership as a primary aspiration.
• Positioned voluntary pension funds as an effective savings vehicle toward real estate investment.
• Designed a mobile app that simplified investment decisions, offered tailored recommendations, and communicated in warm, approachable language.
• Ensured transparency by eliminating fine print from terms and conditions.
Video 1: Validating Voluntary Pension fund product
Impact & Results
• Expanded access to investment products for an underserved market.
• Increased financial confidence among first-time investors through education and guidance.
• Provided scalable advisor-like support through technology.
• Strengthened Credicorp Capital’s positioning as an inclusive financial services provider.