Regulated complexity,
translated into flow

Tax and invoicing flows for sellers across several Latin American markets. I designed the re-invoicing self-service in Mexico, which cut support requests by 70%, reusing a global form so the solution could scale to other countries with minimal engineering effort. Then I took on branch opening for Full sellers: a process with 14 touchpoints, three external actors and no internal management tool. I mystery-shopped the real process, mapped the service end to end and delivered the seller flow, the tax team backoffice and the email sequence. Throughout, I brought Amplitude and data-informed decisions into the team.

Zero-to-one products, in partnership with Growth. Fatura Protegida, a card credit-protection insurance built with BNP Paribas Cardif: 100% in-app acquisition, no landing page, three entry points. The flow, the offer screen and the coverage bottom sheet were designed to be reused for other insurance products in the app, and the product became the global conversion benchmark for Cardif in this insurance category. Before that, the debit cashback program, created to retain customers who had been denied credit: nine flows, a dedicated component library adopted by other squads, and 4x more sign-ups at launch.

Credit card lifecycle and a redesign of the credit denial flow. The finding I carry most from that period: increasing the perceived analysis time reduced support contacts, because with an instant answer customers assumed nobody had actually reviewed their application. It was the first time I saw that perception and system are not the same thing.