Overview
Project Overview
Banco Ripley is a Chilean retail bank within Grupo Ripley, closely integrated with Ripley's department stores and e-commerce ecosystem. The mobile app had not been updated in years, creating an outdated feel and significant UX friction across all key flows.
We also had an opportunity to attract younger audiences through a refreshed, more dynamic brand experience.
Problem Statement
Accumulated debt — design and experience
The legacy UI no longer reflected modern banking standards. Years of accumulated issues made the experience feel outdated and inconsistent:
- Outdated visuals and inconsistent UI patterns throughout the app.
- Confusing grouping of products — accounts and credit cards mixed together.
- Underutilized brand moments at login and onboarding stages.
How might we modernize the app's UI, simplify key flows with familiar fintech patterns, and attract new users through a friendlier, more dynamic identity?
Research & Insights
Learning from the best
- Benchmarked neobanks, fintechs, and regional and global banks to identify emerging best practices.
- Identified clarity and trust patterns that inform hierarchy and navigation decisions.
- Spotted the opportunity to create a welcoming brand entry through imagery, tone, and motion.
Neobank benchmarks
Fintech patterns
Trust & clarity research
Role & Approach
Concept UI as a catalyst
- Guided wireframing based on research opportunities and key friction points.
- Developed the concept UI that would seed the full rebranding initiative.
- Used AI-generated photography (Midjourney) to define an art direction for Marketing to reproduce in real production shoots.
Design Concept
Three pillars of the redesign
- Visual identity & onboarding: Friendly, casual imagery on purple brand backgrounds; dynamic login with rotating images; onboarding that highlights key benefits upfront.
- Home & navigation: Clear separation between accounts and credit cards; dedicated area for benefits and promotions; cleaner detail views with prominent primary actions.
- Offers & benefits: Unified hub for discounts from both Banco Ripley and Ripley e-commerce — finally in one place.
Impact & Results
From concept to full rebranding
- The concept UI was well received by directors, unlocking full rebranding support and budget.
- Raised UX team visibility and significantly strengthened cross-functional collaboration.
- Established a modern design direction fully aligned with user expectations and market trends.
Reflections & Next Steps
Building on the momentum
- Design System: Building a scalable component library in collaboration with Engineering.
- User Testing: Validate and refine key user journeys with real customers.
- Implementation: Collaborate closely under tight timelines to bring the full experience to life.
