Nueva Home - Banco Falabella

Project Overview

Banco Falabella is one of the largest retail banks in Latin America, with operations in Chile, Peru, Colombia, and Mexico. In Chile alone, the bank serves millions of daily active users through its website and mobile platforms. The home section of the app is a crucial entry point, used by customers to check balances, access products, and navigate banking services. However, the design had become outdated and cluttered, making it difficult for users to find information quickly and trust the experience.

• Role: UX Team Lead
• Team: Collaboration with product managers, developers, and business stakeholders, and a small team of 1 UX/UI Designer, 1 Content Designer and 1 UX Researcher.
• Timeline: 8-10 months
• Tools: Figma, Figjam, Dovetail, Useberry

Problem Statement

Although the app has high traffic, the home presented significant usability challenges:

• Overwhelming information density made navigation frustrating.
• Visual hierarchy did not guide users toward key tasks.
• The interface lacked a modern, consistent design aligned with user expectations and with its brand.

Research

To understand the pain points and opportunities, I worked with the team to analyze:

• Analytics: High drop-off rates on key areas of the home with heatmaps and Google Analytics.
• User feedback: Customers reported difficulty finding information like loan details and card management.
• Benchmarking: Compared Falabella's home with leading global banks and fintechs to identify gaps in usability and trust signals.

Key insights

• Users wanted quick access to daily tasks (balances, card payments, transfers).
• The old design had too much marketing content competing with functional needs.
• Old design was not aligned with the minimalistic brand style and It wasn't consistent with the website, this confused the users.

Ideation

Based on insights, I sketched multiple directions:

• A task-oriented home prioritizing user actions.
• A modular design system for flexibility and scalability.
• A clear visual hierarchy where key services were easy to find.

Design process

I moved from low-fidelity wireframes to high-fidelity mockups in Figma. These mockups were then tested with real users for usability and findability. We also conducted interviews.

• Users found it faster to complete daily tasks on the new homepage.
• The cleaner layout increased trust and reduced confusion.
• Feedback confirmed the balance between function and promotion felt more natural.

Final solution

The redesigned homepage:

• Presents a modern, responsive interface.
• Offers quick access modules for key actions (balances, transfers, cards).
• Uses a scalable card-based system adaptable across devices and regions.

Impact and results

• Improved usability: Task completion times reduced significantly.
• Increased engagement: Users explored more services through the modular layout.
• Business alignment: The home effectively showcased financial products without overwhelming customers.
• Marketing impact: All promotions and ads were relocated in a particular space that improved conversion in banners and cross-sales.