HI, I'M GERMÁN PRODUCT DESIGNER

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Case Study · 2024 — Present

RIPIO APP —
GROWTH THROUGH CLARITY

UX LEAD PRODUCT STRATEGY RESEARCH FIGMA AMPLITUDE MAZE

35K→100K MAUs

400→1K BTC AUM

3.2→4.5★ APP STORE RATING

2024→2026 ONGOING

Overview

Losing ground to the competition

When I joined as UX Lead, Ripio was a basic crypto wallet — buy/sell, a card, and a non-custodial Web3 wallet. Solid foundation, but the experience wasn't keeping up with the competition. App Store ratings were at 3.2, NPS was falling, and challengers like Lemon were gaining users fast.

Over the next two years we expanded the product significantly: QR payments, utility bill payments, collateralized loans, gift cards, PIX, a full home redesign, and more. The challenge wasn't just shipping features — it was building the design maturity to ship them well. No design system, no UX QA, decisions made without data. Anything could go out "just like that."

RoleUX Lead

Period2024 — Present

TeamUX · Product · Engineering

ResearchMaze · Amplitude · Surveys

ToolsFigma · Jira

Before / After

Home redesign

Home — Before · 2023

Home — After · 2025

Process

Changing how decisions were made

The first shift wasn't a redesign — it was a process change. We introduced structured research into the cycle: Maze tests with real users, prototype testing before development, Amplitude analysis to understand drop-offs, and regular NPS + survey rounds. Design started having a seat at the table when prioritizing, not just at execution.

We also established a UX QA phase. Nothing shipped without design validation. That alone reduced the amount of "this got lost in translation" moments between Figma and production significantly.

01Research & DataAmplitude · Maze · Surveys

02Prototype & TestFast iterations with real users

03Design & BuildWith our own design system

04UX QANothing ships without review

Scope

What we redesigned

A full app overhaul — from the home to the most critical user flows. Some highlights:

HOME

Redesigned information architecture. Quick access to the most-used flows and a clear portfolio overview for the user.

CASH IN / CASH OUT

Simplified deposit and withdrawal flows. Reduced friction and steps needed to complete each operation.

SWAP

Redesigned the internal exchange. Cleaner, faster, with better status feedback at every step.

DOLLAR ACCOUNT

New product designed from scratch. Access to digital dollars with UX tailored for non-crypto-native users.

TOKENS & PORTFOLIO

Redesigned asset visualization. More contextual information, improved charts and visual hierarchy.

XSTOCK

New tokenized stock investment module. Designed the full flow: discovery, purchase, and portfolio tracking.

Screens

Key flows

Cash In

Swap

Dólares

xStock — Discovery & Purchase

Results

Numbers

MAUs grew from 35K to nearly 100K — active users almost tripled.

AUM recovered from 400 to nearly 1,000 BTC under management.

Google Play rating: 3.2 → 4.5 ★. App Store: 4.3 ★.

Significant drop in support tickets tied to UX issues in core flows.

Learnings

The biggest change wasn't visual — it was cultural. Moving from gut-feel decisions to real user data changed how the entire team prioritized. Having a design-led QA process was what allowed quality to scale without relying on individual reviews. And building a design system in parallel was what made all of that sustainable.

NEXT PROJECT

KAVAK →

Case Study · 2021 — 2023

KAVAK CAPITAL —
DESIGNED TO APPROVE

PRODUCT DESIGN LEAD 0 → 1 WEB & MOBILE FINTECH FIGMA

40K CREDITS ORIGINATED

60% APPROVAL RATE

30 MIN CREDIT APPROVAL

0 → 1 BUILT FROM SCRATCH

Overview

Building a fintech from zero

Kavak Capital is the fintech arm of Kavak.com — Latin America's largest used car marketplace. The mission: give anyone access to car financing through a 100% digital experience, faster and with higher approval rates than any traditional bank.

When I joined as Product Design Lead for the Fintech vertical, nothing existed. No product, no design system, no established flows. My team of 3 designers built the entire experience from scratch — web and mobile — covering credits, insurance, and the early stages of the superapp.

RoleProduct Design Lead · Fintech

Period2021 — 2023

Team3 Designers · Product · Eng

ScopeWeb · Mobile · B2C

ToolsFigma · Jira

Product

The full experience

Credit Simulator

Onboarding & Buró de Crédito

Scope

What we built

The entire Kavak Capital product surface, end to end:

CREDIT SIMULATOR

The core product. Users simulate a payment plan in under 2 minutes — choosing down payment, term, and monthly payment. Integrated insurance included. 80% of simulations convert with same conditions.

CREDIT BUREAU ONBOARDING

Full digital onboarding with Buró de Crédito integration. Identity validation, personal and employment data, document upload — all from the phone in under 5 minutes.

INSURANCE INTEGRATION

Car insurance embedded directly into the credit flow. Users see a single plan that includes vehicle protection — no separate product, no additional steps.

WEB PLATFORM

Marketing site and web app for Kavak Capital. Acquisition, simulation, and full credit application available on desktop and mobile web.

MOBILE APP

Native mobile experience for the end-to-end credit journey. Pre-approval in 1 minute, contract signing with facial biometrics.

CAPITAL AS A SERVICE

B2B product allowing partner dealerships and banks to use Kavak Capital as a passthrough lender for profiles rejected by traditional banks. Broader approval spectrum, same digital UX.

Process

Designing for trust in a high-stakes flow

Car financing is one of the highest-commitment financial decisions a person makes. Every screen had to earn trust while reducing friction — users needed to feel safe sharing sensitive financial and personal data through their phone.

Building 0→1 meant making foundational decisions early: design system, component library, tone of voice, information architecture. We ran constant user tests to validate assumptions before committing to development, especially around the credit bureau onboarding which was the most sensitive part of the flow.

01FoundationDS · IA · Principles

02Simulate & TestPrototypes · User tests

03Build & ShipWeb · Mobile · B2B

04MeasureConversion · NPS · Approval

Screens

Key moments

Simulator

Buró Onboarding

Kavak Capital

Results

Numbers

40,000 credits originated through the platform.

60% approval rate — 2× higher than traditional banks (20–40%).

Credit approval in 30 minutes vs. 2–20 hours at banks.

80% of online simulations approved with same conditions shown upfront.

Full digital journey: profiling in 1 min, document upload in 5 min.

Learnings

Building from zero is a privilege and a responsibility. Every decision compounds — the design system you build in month one shapes everything that comes after. The biggest challenge wasn't the UX itself, it was designing for a highly regulated, trust-sensitive domain where users are sharing their full financial identity. Speed and simplicity had to coexist with rigor.

NEXT PROJECT

NARANJA X →

Case Study · 2019 — 2021

NARANJA X —
BUILT TO COMPETE

EXPERT LEAD SENIOR DESIGNER 0 → 1 FINTECH FIGMA

9.5M+ USERS REACHED

10M+ APP DOWNLOADS

#2 FINTECH IN ARGENTINA

0 → 1 BUILT FROM SCRATCH

Overview

Taking on the market leader from day one

Naranja is Argentina's largest credit card issuer — bigger than any bank. But its core audience was underserved: people who needed credit and had nowhere else to go. Naranja X was the spin-off built to go upmarket and compete directly against Mercado Pago for digital-first users who expected more.

I was the second designer to join. Everything was built from zero — no product, no system, no established flows. My scope covered the areas users touch most: home, onboarding, profile, and the physical card itself. By the time I left, Naranja X had grown into one of Argentina's top two fintech platforms.

RoleExpert Lead · Senior Designer

Period2019 — 2021

Team2 UX Designers · 1 Content

ScopeHome · Onboarding · Profile · Card

ToolsFigma · Jira

Product

The full experience

Home

Promociones

Scope

What we built

Core product surfaces covering the full user journey:

DIGITAL ONBOARDING

Full identity verification flow from signup to active account. Designed to convert users quickly while meeting KYC requirements — reducing drop-off at the most critical step in the funnel.

LIVENESS VERIFICATION

Integrated FacePhi at a time when biometric onboarding was rare in Argentine fintech. Designed the UX around liveness detection — balancing fraud prevention with an approachable experience that didn't feel invasive to new users.

HOME & DASHBOARD

The most complex surface to design. The home evolved constantly — Argentina's economic volatility (cepo, dollar restrictions) forced repeated pivots in how financial data was displayed and what actions were surfaced.

USER PROFILE

Account settings, personal data, and preferences. Designed for clarity and security — users needed to feel in control of their financial identity without unnecessary friction.

PHYSICAL CARD DESIGN

End-to-end card design in collaboration with Visa. Bridged the physical and digital brand — the card was both a product touchpoint and a marketing asset for a challenger brand entering a crowded market.

MARKET ADAPTATIONS

Argentina's shifting economic landscape required continuous product adjustments. Dollar restrictions and regulatory changes meant features had to be redesigned quickly — the product had to be fast to adapt without breaking.

Process

Designing a new fintech in a volatile market

Naranja X launched in 2019 — a year before COVID, in a country going through its third major economic crisis of the decade. Building a challenger fintech meant designing fast, shipping often, and constantly adapting to a market that changed week to week.

As one of the first designers on the team, I helped shape how design worked inside the company — shifting toward a product design model where research, prototyping, and delivery were all part of the same role. Every decision had to be grounded in user needs while staying nimble enough to pivot on short notice.

01FoundationIA · DS · Principles

02Design & TestFlows · Prototypes · Users

03Build & IterateEng handoff · Market shifts

04ScaleGrowth · Features · Team

Screens

Key moments

Ilustraciones

Tarjeta

Results

Numbers

9.5M+ registered users — from 0 at launch.

10M+ app downloads across iOS and Android.

#2 fintech in Argentina by active users, behind only Mercado Pago.

100K+ cards issued in the first year alone.

One of the first Argentine fintechs to ship biometric liveness onboarding at scale.

Learnings

Building a fintech in a volatile market teaches you that good systems matter more than perfect designs. Argentina's economic instability meant features had to be redesigned multiple times — a home that made sense in January could be wrong by March. The lesson: design for adaptability, not just the current state. The other big takeaway was that biometric onboarding, done right, is one of the most powerful trust signals a new financial product can have — but only if the UX makes users feel safe, not surveilled.

NEXT PROJECT

RIPIO DS

CASE STUDY

RIPIO
DESIGN SYSTEM

This case study is currently being written.
Check back soon.

CASE STUDY

NARANJA X
DESIGN SYSTEM

This case study is currently being written.
Check back soon.

2024 — 2025

Ripio

UX Lead · UX Specialist

Leading Ripio's global UX team across B2C, B2B and Web3 products. Drove strategy, design ops and cross-team alignment. Previously led core B2C projects — Home, Swap and onboarding flows — improving usability and conversion across key markets.

UX LEADCRYPTO FINTECHB2C / B2B

2021 — 2023

Kavak

Product Design Lead

Led the Kavak Capital fintech team — designing credit and financing flows for Latin America's largest used-car platform. Shipped features used by millions across MX, BR and AR.

PRODUCT DESIGNFINTECH AUTOMOTIVEDESIGN SYSTEMS

2019 — 2021

Naranja X

Expert UX/UI Designer · Sr. UX/UI Designer

Part of the founding design team that launched Naranja X as a full-stack financial super-app. Built the design system from scratch and shaped core banking and payments experience from day one.

DESIGN SYSTEMBANKING PAYMENTSSUPER-APP

2017 — 2019

IT Resources

Sr. UX/UI Designer

Worked on Swiss Medical Group — full app and website redesign. Delivered end-to-end UX flows and visual design for one of Argentina's leading healthcare providers.

UX/UIHEALTHCARE APP REDESIGNWEB

2015 — 2017

GlobalLogic

UX/UI Designer

Designed enterprise and consumer products for international clients — including the Amadeus Developer Portal and BCI (Banco de Créditos e Inversiones de Chile) mobile banking app.

UX/UIBANKING ENTERPRISEMOBILE

SCROLL

HI, I'M GERMÁN PRODUCT DESIGNER

RIPIO APP — GROWTH THROUGH CLARITY

Losing ground to the competition

Home redesign

Changing how decisions were made

What we redesigned

Key flows

Numbers

Learnings

KAVAK →

KAVAK CAPITAL — DESIGNED TO APPROVE

Building a fintech from zero

The full experience

What we built

Designing for trust in a high-stakes flow

Key moments

Numbers

Learnings

NARANJA X →

NARANJA X — BUILT TO COMPETE

Taking on the market leader from day one

The full experience

What we built

Designing a new fintech in a volatile market

Key moments

Numbers

Learnings

RIPIO DS

RIPIODESIGN SYSTEM

NARANJA XDESIGN SYSTEM

RIPIO APP —
GROWTH THROUGH CLARITY

KAVAK CAPITAL —
DESIGNED TO APPROVE

NARANJA X —
BUILT TO COMPETE

RIPIO
DESIGN SYSTEM

NARANJA X
DESIGN SYSTEM