About Stori
Stori is a fintech company focused on expanding access to credit in Latin America. Founded in 2018, the company grew rapidly in Mexico and later expanded into Colombia, offering credit card products designed for people who are often underserved by traditional financial institutions.
Its mission is to help more people build financial history, access credit, and manage their financial lives through simple, mobile-first products.
My role
As a Senior Product Designer, I worked across multiple credit card initiatives, from early discovery and product education to high-fidelity design, testing, and implementation support.
I collaborated closely with product managers, engineers, researchers, compliance, legal, and business stakeholders to design experiences that were simple, trustworthy, and aligned with financial regulations.
I contributed to:
- Credit card onboarding flows
- Product education and feature walkthroughs
- Referral and cross-sell experiences
- Happy moments and activation flows
- Website and landing page improvements
- App screens for account and card management
- Internal workshops and design reviews
- Design system evolution and component consistency
Problem statement
Stori was growing fast and expanding across markets, which created new challenges around clarity, trust, education, and scalability.
Users needed to understand how the product worked, what they were eligible for, and how to confidently use their credit card. At the same time, the team needed to launch and iterate quickly without creating fragmented product experiences.
The design challenge was:
How might we make credit products easier to understand, activate, and use while supporting Stori’s growth across Mexico and Colombia?
Project goals
- Improve product understanding for new and existing users
- Support the launch and adoption of new credit card experiences
- Create clearer onboarding and activation flows
- Help users understand benefits, limits, payments, and next steps
- Improve consistency across product, marketing, and app surfaces
- Support expansion from Mexico to Colombia
- Collaborate closely with product, engineering, legal, and compliance
- Design scalable flows that could evolve with the business
Designing for trust, clarity, and activation
Credit products can feel intimidating, especially for users who are new to formal financial services. My approach was to simplify the experience without oversimplifying the product.
I focused on making each flow feel clear, guided, and actionable — helping users understand what was happening, what they needed to do next, and why each step mattered.
Process
1. Understanding user needs
I worked with research, product, and business teams to understand where users were getting confused, where they needed more guidance, and which moments were most important for activation.
This included looking at onboarding behavior, user questions, support needs, product education gaps, and conversion opportunities.
2. Mapping product journeys
I helped structure user journeys across different moments of the credit card experience, including discovery, application, approval, activation, referral, and product usage.
The goal was to identify friction points and create flows that felt more connected from one step to the next.
3. Designing core flows
I designed wireframes, prototypes, and high-fidelity screens for multiple product initiatives, including onboarding, referrals, product education, cross-sell, and app experiences.
Each flow had to balance business goals, user comprehension, regulatory requirements, and implementation feasibility.
4. Aligning with cross-functional teams
Because financial products involve many stakeholders, I worked closely with product, engineering, legal, compliance, and marketing to make sure the experience was clear, feasible, and accurate.
Design was not only about the interface — it was also about helping teams align around the right user journey.
5. Refining for launch
I supported design handoff, QA, feedback loops, and iteration so that product experiences could move from concept to implementation with fewer gaps.
Key initiatives
Product education
Designed walkthroughs and educational moments to help users understand Stori’s products, benefits, and key actions before and after approval.
Goal: Reduce confusion and help users feel more confident using their card.
Credit card onboarding
Worked on onboarding and activation flows to make the process clearer, more guided, and easier to complete.
Goal: Help users move from application to activation with less friction.
Referrals and happy moments
Designed referral and reward-related experiences that encouraged users to invite others and celebrate key milestones.
Goal: Support organic growth while making the experience feel more human and rewarding.
Cross-sell experiences
Worked on flows that introduced users to additional products or benefits in a contextual way.
Goal: Help users discover relevant financial products without making the experience feel overwhelming.
Website and landing pages
Supported website and landing page improvements to better communicate Stori’s value proposition and product benefits.
Goal: Improve clarity before users entered the app or application flow.
Colombia expansion
Contributed to product experiences connected to Stori’s expansion from Mexico into Colombia.
Goal: Adapt the experience for a new market while maintaining product consistency.
Initiatives & wins
Customer service squad
Supported initiatives that improved the way users understood the product and found answers during important moments of the credit card journey.
This helped reduce ambiguity in high-friction flows and made the product easier to navigate.
Launch of Tarjeta S
Contributed to the design of Tarjeta S, supporting a fast-moving launch with product, engineering, legal, and compliance teams.
The product reached 18k+ users, becoming an important milestone in Stori’s product expansion.
Experience improvements
Improved key flows across onboarding, education, referrals, and activation, helping make the product experience more consistent and easier to understand.
Research support
Participated in research and validation activities to better understand user needs, test assumptions, and improve product decisions.
Cross-functional collaboration
Worked closely with product managers, engineers, researchers, and stakeholders to move from ideas to launch-ready experiences.
Outcomes
Supported market expansion
Helped design credit card experiences for Mexico and Colombia, contributing to Stori’s growth across Latin America.
Contributed to a major product launch
Worked on the design of Tarjeta S, supporting a fast-paced launch that reached 18k+ users.
Improved product clarity
Designed educational and guided flows that helped users better understand credit card benefits, next steps, and product actions.
Strengthened activation flows
Helped simplify onboarding, approval, referral, and product usage moments to support user activation.
Improved cross-functional delivery
Collaborated with product, engineering, research, compliance, legal, and business teams to make design decisions faster and clearer.
Supported design consistency
Contributed to scalable UX patterns and UI consistency across app, web, and product communication surfaces.
Learnings
Working at Stori strengthened my ability to design financial products for real-world complexity. It taught me how to balance user clarity, business growth, legal requirements, and product speed — especially in a market where trust and accessibility are essential.
The biggest lesson was that good fintech design is not only about helping users complete a flow. It is about helping them understand what they are doing, feel confident, and build trust with the product over time.
