← workcase № 03 · 2025
Banco Pichincha — opening an account without the friction.
role
Senior Product Designer
team
Banco Pichincha · product & design
platforms
iOS · Android
timeline
2025
01 · context
Banco Pichincha is one of Peru's largest banks. Its digital account-opening channel wasn't keeping its promise: the process took too long and wasn't intuitive, the mobile experience wasn't optimised, and users dropped off before finishing sign-up. The bank wanted to move acquisition to the digital channel to cut operating costs and scale — but first the experience had to be fixed.
02 · problem
Three things failed at the same time.
i.
Slow to open
The process took too long and was hard to follow — friction from the very first step, especially on mobile.
ii.
High drop-off
The mobile experience was not optimised: 77% of users abandoned before reaching the third step.
iii.
Confusing requirements
Users didn't understand why so many documents were asked of them, and it eroded trust in the digital channel.
03 · approach
Rebuild the flow around one goal: a simple, fast, friction-free experience that earns trust from the first screen — above all on the phone.
01
Discovery
Mapped the drop-off rate step by step and ran user interviews. The findings: confusion over the number of documents, zero feedback on errors, slow loads, and financial jargon nobody understood.
02
Definition
Reframed the flow around what actually blocked conversion — fewer steps, human language, and clear feedback on every action.
03
Design
Designed a fully digital, guided onboarding — step-by-step account opening, clear identity validation, and microcopy that builds trust from the first screen.
04
Delivery
Shipped the final flow with error, loading and success states, ready for development on iOS and Android — including a dark-mode variant.
"The new design wasn't just clearer — it was more efficient and more trustworthy."
— design principle № 1
04 · solution
05 · results
The redesign showed up in the numbers.
+30%
Full-flow conversion
first 3 months
-40%
Support tickets
less operational load
-25%
Average time to open
per account
3 mo
To the first success metrics
after launch
06 · what i learned
- 01In onboarding, trust is won on the first screen. Human language and constant feedback matter as much as the flow itself.
- 02Measuring drop-off step by step is what revealed where the real problem was — not where we assumed it was.
- 03Removing friction isn't cutting steps for its own sake: it's removing everything that doesn't build trust or momentum.