End-to-end product & service design
Bank courier service.
1. The origin
The project's starting point was a specific need of the bank: to enable its customers to use their Mastercard credit cards abroad. From this need arose the courier service, a bridge that allows users to make purchases abroad (for example, in the United States) and receive those products in Paraguay, within the bank's ecosystem.
2. My role
I joined the product during the POC stage, during its Friends & Family pilot, with real usage data limited to a controlled group of users.
I was the only Product Designer on the team; for specific research projects, I had the support of a research and service design team, and a content designer for text review.
I collaborated on the research process, moderating user interviews in a round following the F&F pilot, to gain a deeper understanding of the Paraguayan market and user behavior regarding courier services in general (not just this product). I also assisted the service design team in developing the business blueprint to map the entire business process—from the moment the user purchases abroad until they pick up the package—and identify design opportunities along that chain.
My responsibility was the end-to-end product design: translating those findings into concrete flows, screens, and content.
3. Research phase
The two studies were not simultaneous: the first was done before starting the project, to define how to approach it; the second was done with the service already in production, to measure satisfaction and detect frictions and new opportunities on what had already been built.
FIRST PHASE
Executive Report Summary
SECOND PHASE
Executive Report Summary
5. From insights to design decisions
Insight
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Opacity in costs erodes trust.
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Proactive communication reduces anxiety at key moments (arrived at deposit / ready to withdraw).
Design of awareness, activation, and transactional emails
It covers the entire user lifecycle: from when they are unaware of the service, until they are an active customer and need to know the status of their package.
Insight
The user lacks transparency and proactivity regarding the location of their package, and email is insufficient.
Design of the tracking flow within the bank's virtual assistant
The user is provided with a conversational channel, within a space they already use daily (the bank assistant), to answer the most frequently asked question: "Where is my package?".
Insight
The user doesn't have their Miami mailbox address readily available when they need it (when making a purchase), and the product is invisible within the bank's ecosystem.
Banner design on home screen + in-app screen
It's not a marketing piece; it addresses the friction at the exact moment it occurs: the user has their account open but doesn't have the address handy when they're about to make a purchase. It communicates what the service is, its benefits, and makes every piece of information in the field easy to copy.
Insight
Synthesis of the three insights: autonomy, transparency, control.
Self-service portal within the bank's app
The first integration of a self-service portal for a bank product. Users can: view and copy their Miami mailbox address; see the status of each shipment, including weight, price per kg, store, estimated arrival date, pickup point, and authorized third parties; and access FAQs. In this MVP, changes to pickup points and authorized third parties are handled via WhatsApp support—a deliberate interim step before future versions allow direct changes from the app.
