Case 01 · BBVA México
AutoMarket
Building a bank's car marketplace from zero.
Visit product ↗- Role
- UX & BehEco Manager
- Duration
- 3+ years
- Period
- May 2023 — present
- Phases
- 5 stages
The challenge
A managed marketplace with two opposite journeys.
User types — buyer and seller, with entirely distinct journeys
Project stages, from blueprint to live commercial operation
Macro-conversion improvement through CRO interventions
Live product serving buyers and sellers across Mexico
Context
BBVA México wanted to enter the pre-owned car market with a platform that leveraged its banking infrastructure — offering not just a marketplace, but financing, trust and a BBVA-grade experience.
The challenge: create a seamless digital experience for two fundamentally different users — buyers browsing and financing, sellers listing and transacting — while integrating deeply with BBVA's app ecosystem and its physical dealer network across Mexico.
AutoMarket is a managed marketplace: buyers never contact sellers directly. Operations act as trusted intermediary through appointments, mechanical inspection and negotiation, which made the service design work as important as the interface.
My contribution
- Led the UX and Behavioral Economics team across all 5 project stages
- Managed a multidisciplinary team of up to 12 — behavioral economics consultants, content strategists, product, service and spatial designers
- Directed the physical space design and in-person experience at the AutoMarket Samara showroom
- Designed the research strategy and facilitated the mixed-methods study (quali + quanti)
- Authored the service blueprint, experience playbook and information architecture rationale
- Directed high-fidelity design across every product flow — buyer, seller and profile
- Led CRO analysis, taking macro-conversion from 2.6% to 10.6% across 5 experiments
- Built AI-powered operational tools (Hub AutoMarket) as Change Champion at the showroom
How it happened
The work, phase by phase.
Blueprint & research foundation
Before a single screen was designed, we invested in understanding the market. A mixed-methods study — in-depth interviews, quantitative surveys and competitive benchmarking — became the backbone of every design decision that followed.
Deliverables
MVP design — dual-journey system
With the blueprint approved we moved into high-fidelity design covering all user-facing flows — mobile-first, aligned with the BBVA design system and spec'd for parallel development of buyer and seller experiences.
Signature feature — Credit Tracker
A real-time credit status tracker integrated with BBVA's infrastructure. Buyers could see exactly where their application stood at every step, reducing anxiety at the most critical drop-off point in the funnel.
Deliverables
Product incrementals
Post-launch, design shifted to continuous feature delivery: new entry points, enhanced flows and new capabilities, all shipped iteratively while keeping consistency across a growing end-to-end system.
Deliverables
CRO & funnel optimization
With real user data available, design shifted from building to optimizing. A structured six-step loop — observe, hypothesize, design, release, measure, iterate — with rigorous pre/post analysis per release.
CTA rewrite: “Lo quiero” → “Quiero verlo”
A CTA that honestly describes user intent at that moment reduces bounce and improves click-to-app-start micro-conversion.
Reservation fee reduction
Lowering the economic barrier of the holding payment removed the primary commitment friction. Macro-conversion 2.6% → 5.9%.
Onboarding screen before the credit form
Setting expectations up front reduced abandonment at the start of the process. Macro-conversion 5.4% with a 2.99× lift in app page visits.
Identity validation off the critical path
Early identity validation was a high-abandonment barrier. Decoupling it lifted macro-conversion to 9.7%.
Email OTP removed from registration
Switching OTP from email to phone removed a context switch for mobile users. Macro-conversion reached 10.6%.
Change Champion & commercial operations
The current engagement moves beyond the screen: supervising operational improvement at the physical AutoMarket Samara location, coordinating lead management and building AI-assisted tools that make the commercial team more effective day to day.
Hub AutoMarket — built with AI assistance
A web app that turns processes living in spreadsheets and memory into guided flows accessible from the showroom floor: conversation scripts per journey moment, lead registration and tracking, exhibition inventory control and a real-time operations dashboard.
Deliverables
Outcomes & impact
What we built together.
Buyer funnel macro-conversion improvement — 2.6% to 10.6% across 5 experiments
Project stages delivered, from research blueprint to live commercial operations
Years of continuous UX leadership across a complex, live product ecosystem
Live product serving buyers and sellers across Mexico
Research as a strategic asset
The integrated research report stayed a reference point for product decisions months after delivery. Investing deeply in discovery prevents costly pivots and accelerates stakeholder alignment.
Data closes the design loop
The CRO phase turned design from a delivery function into a continuous optimization engine. Connecting every decision to a real metric makes proposals defensible and business-oriented.
Design plus AI equals operational impact
Building an internal operations tool with AI assistance proved a designer can ship working software that changes how a commercial team works — not just a prototype of it.