The Responsibility of Designing 17 Products for BBVA

How to help BBVA create products that appeal to diverse users & reduce task completion time?
Role
Designer, User Experience, Visual Designer
Services
App, Design Thinking, Research, SaaS, UI, User Testing, UX, Web, Workshop
Summary
For several years, I have been a contractor for BBVA leading a small team to designing digital products, software-as-a-service (SaaS), websites, and apps. My goal was to act as a bridge between the business vision and the development result, ensuring a good and usable product for the end users. I followed a methodology of objectives, research studies, product definition, prototyping, visual design, asset preparation, testing, launching, and analyzing and tracking results. I used Design Thinking workshops to align visions and worked with engineering teams to find out project limitations and design and develop the best way.

The challenge. The ask.

Context

For several years, I have been a contractor for BBVA, creating 17 digital products for different teams within the Bank. I have been fortunate to work with many talented professionals, executives, colleagues, programmers, and managers. Together, we have had the responsibility of designing, forming teams, and providing simple solutions to complex problems. Thank you all for trusting me.

Designing for BBVA was a great challenge, as the target audience was often large, sometimes spanning multiple countries. I learned a lot during this time, and you can see some of the results I achieved below.

 

Digital products, software-as-a-service (SaaS), websites, and apps.

For example, I designed an application for Angel Cano and his team to give them a comprehensive overview of their Key Results.

I created tools for the headquarters, which had around 6,000 professionals. These tools enabled them to reserve rooms, distribute parking spaces, access their onboarding as a new employee, take part in Design Thinking Quizzes, use the internal employee scoring system, and even view the Organigrama of Direction from the President of BBVA to the last worker.

I also designed several internal tools to help coordinate the teams of Architects, Constructors, and promoters to carry out BBVA’s works in Spain, LATAM, and Turkey.

One of the most complex and challenging projects was designing the internal Global Risk Management measurement system. This enabled the BBVA team to build ratings and performance for large companies worldwide.

Understand.

Do Some Research

Before starting, lay down good foundations for a successful kickoff. First, understand the structure of the management teams I’ll be working with and create a team. Second, define limits and a method to add value. Third, assemble a team, set objectives, and embrace SCRUM as a working method.

My personal goal in the projects I did for BBVA was toact as a bridge between the business vision and the development result, ensuring a good and usable product for the end users.

For each project, we followed this methodology:

Objetives.

Defining why, what and how to do based on BBVA’s business needs.

Reserach.

Conducting lean Studies, from surveys and card sorts to interviews.

Product definition.

Through agile workshops, focused on participation and shared knowledge.

Prototyping.

First with lo-fi prototypes on paper and then with wireframes built in Axure.

Visual Design.

In this case with Sketch, the tool used by the bank and where the Global Design System was built.

Handoff.

Preparing assets for the Development Team with a handoff tool, such as Invision, Avocode, Zeplin, or Abstract with other BBVA teams more oriented to UI.

Usability Testing.

Which we defined according to the needs and determined the type of test (RUT, MUT, or in-depth interviews) depending on the product to be designed.

Launching.

In some products that required it, we accompanied the development and client teams during the key moments of golive, biting our nails with nerves.

Analyzing and Tracking Results.

Once launched, product evolutions were made according to the needs of the development teams and their measurements.

Think and… do a lot of workshops.

One of the most effective ways to align visions and work together was through Inception sessions and workshops. These were very common in my projects, as BBVA Bank is in a modernization stage and was open to integrating new team work methods. Design Thinking proved to be very helpful.

In the workshops, I sought to ensure representation from all relevant areas, including Business, Legal, Marketing, and Engineering.

I allocated teams in an unconventional way to promote communication and encourage a cross-disciplinary approach. I encouraged healthy competition between the teams, with the goal of achieving the following results:

  • Generating a wealth of ideas from different teams
  • Ensuring that the ideas were understandable to all
  • Evaluating the ideas to identify the best ones
  • The most enjoyable part was stealing ideas from each team to create a winning, unified idea.
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Then, I would pour the conclusions into MIRO as the main tool, to work remotely in a digital context, to present the result to the stakeholders and finally to iterate with the team.

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Working closely with the engineerings

To identify projects limitationsand discover the best way to design and develop.

Learn.

Test, soon and often

Learning was key and in some projects we did it before starting to think, in others we did it to validate design and business hypotheses. Designing for a large audience requires understanding the main user clusters, luckily the bank had detailed documentation in this field. With that in mind, I decided to test at different stages of the project, depending on each situation. For example, in the Room Reservation project, wireframes were tested, then with Visual Design and also with produced MVP. In other projects such as IT Help, a Design Survey, a Cardsorting and a Treejack were done much before starting the first lo-fi prototype.

Some techniques used were:

  • Card sorting and Treejack
  • Five-second test, Navigation test, A/B testing, Design surveys, First-click test
  • In-depth interviews
  • Remote User Testing (RUT)
  • Moderated User Testing (MUT)

Tools

The OptimalWorkshop, UsabilityHub, Loop11 and Adobe Analytics tools for user testing, and Notion and MindNode for annotations. Of course, also a notepad and pen πŸ˜€.

Solve.

Most of my work was focused on creating wireframes and their iterations to create usable products that met business objectives. Also worked with the engineering team assigned to each project to make sure our designs were developable.

Once the wireframe was mature, the Visual Design began using the BBVA Design System, which was built with Sketch libraries at the time. Scrum was then implemented in a more orthodox way, allowing the development team to deliver within two sprints.

Here are some examples of BBVA projects I was involved in.

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What more?

@ Under a Non-disclosure Agreement.

Some of the details in this case study may be kept secret to protect the client's intellectual property.