BBVA (2025) — a new model of banking relationship

New vision and redesign of the BBVA mobile app, integrating AI to deliver personalized banking experiences in global markets.

⊞ What was the problem?

Traditional banking apps overwhelm users with transactional data and lack true personalization. At an organizational level, the challenge was even greater: unifying the digital experience for massive, multicultural markets, maintaining visual consistency, strict accessibility standards, and implementing complex AI logic in a regulated environment.

♖ What was my role?

I led a team of four designers in Spain, coordinating with global teams in Spain and Mexico. My role bridged design and decision-making, co-leading the global design system and driving the next generation of AI-powered personalized banking features. I worked in cross-functional teams with engineers and product managers.

☑ Results

Futura launched in Spain in May 2025: over 25 million customers migrated, 60% increase in the use of quick transactions, peak monthly sales, average app rating of 4.8.