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BBVA / Strategy + Creative Direction

From bank interface to financial companion.

We helped BBVA evolve from a traditional bank into a human-centered digital player — designing a guidance layer that turns complex financial tasks into clear, confident actions that improve people's economic well-being.

01 / The Insight

Banking was easy to access. Still hard to understand.

People could check balances and pay bills. But when it came to making real financial decisions — saving, investing, planning — confidence dropped.

Fear. Confusion. Overwhelm. The financial literacy gap was never about access. It was about understanding.

BBVA service design process — from human insight to meaningful digital banking, mapping discover/research to key insights, opportunity areas and features/UX-UI ideas.
The end-to-end service design process — from human insight to meaningful digital banking.

Money is emotional before it is rational.

— BBVA Research
Key Insight

Financial literacy is not a content issue. It is a UX issue.

02 / The Solution

A new guidance layer on top of the BBVA platform.

Turning banking into a series of clear, guided conversations — one confident next step at a time.

BBVA Goals screen
01
Savings Goals
Visual goals that turn intent into small, achievable steps.
BBVA guided decision screen
02
Guided Decisions
Guided decision tools that remove guesswork and build confidence.
BBVA financial health screen
03
Personalized Guidance
Personalized insights that help users understand their full financial picture.
BBVA Family banking screen
04
Family Banking
Tools for families and young people to learn and grow together.
BBVA smart recommendations screen
05
Smart Recommendations
Timely, relevant nudges that help users take the next best action.
Our Approach

Designing banking from a purely human perspective.

Simplify
Reduce complexity to make the right actions obvious and easy.
Guide
Provide clarity and nudge forward with confidence at every step.
Educate
Build financial literacy in the flow of real life, not in a classroom.
Personalize
Make every experience relevant to the person, not the product.
03 / The Impact

Measurable impact on behaviour, confidence and well-being.

When people understand their money, they act on it — engaging more, completing more journeys, and trusting the bank to guide them.

+28%
Engagement with guidance and planning tools
+19%
Completion across key financial journeys
+23%
Increase in self-reported user confidence
+17%
Uplift in adoption among younger users
+31%
Repeat usage of guided tools
The Banker · Innovation Awards 2023
Winner — Best Digital Banking Initiative
Recognized for redefining the banking experience through human-centered design and innovation.

“BBVA is setting the standard for how banks can genuinely improve people's financial lives.”

— The Banker
04 / The Transformation

BBVA stopped behaving like a platform people use.It started behaving like a financial companion people trust.

In hand
On wrist
In life
BBVA smartwatch confirming a successful transaction — Thank you, your transaction was successful.
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