CASE STUDY · BANCO GALICIA · 2026

Argentina's fastest financial system upgrade

Redesign of the bank's package upgrade flow: from an inconsistent webview to a native experience that eliminates friction from the very first step.

THE PROBLEM

70% of users who entered the funnel had no available offer.

THE SOLUTION

Offer evaluation as a prerequisite and a native 3-step flow.

THE IMPACT

Reliable metrics, experience consistent with the design system, and zero technical friction.

THE PROBLEM

A webview that contaminated everything

Banco Galicia's upgrade flow lived inside a SPA embedded as a webview in the app. This created a visually degraded experience, inconsistent with the native design system, and with metrics impossible to trust: 70% of users who entered the funnel had no available offer, which contaminated the real conversion rate and generated operational noise.

The official conversion rate for the flow was 6%. But that number was misleading: it included users without an offer, users browsing without purchase intent, and technical friction inherent to a webview. There was no way to know how many users with a real offer actually converted. Moreover, the flow didn't exist as a native experience, which left it outside the design system, without access to updated components and with performance limitations.

THE DECISIONS

Four decisions that changed the product

I designed the full flow independently: from mapping the problem and defining scope to high-fidelity prototypes. I worked in coordination with product and technology to define technical constraints and business rules.

01

Offer evaluation as a prerequisite

The most important decision wasn't visual — it was structural. The new flow doesn't show the plan comparator to all users. It first evaluates whether the customer has an available offer. If they don't, they don't enter the funnel. This cleans up metrics and eliminates the biggest source of noise.

02

No plan comparator

The previous flow tried to display all available packages like a store. The new version directly presents the customer's offer, without distractions. Fewer options, more clarity, more intent.

03

3-step flow

Evaluation → Selection → Success confirmation. No unnecessary detours. The focus is on converting users who arrived with a real offer.

04

100% native

Migrating to native components wasn't just an aesthetic improvement: it enabled the use of the updated design system, better performance, and real event tracking.

THE FLOW

Three steps, no detours

Entry from home
ENTRY FROM HOME
Offer evaluation
OFFER EVALUATION
Package selection
PACKAGE SELECTION
Terms and benefits
TERMS & BENEFITS
Success confirmation
SUCCESS CONFIRMATION

PROTOTYPE

The full flow, in motion

High-fidelity prototype built in Figma, used for internal validation with product, technology, and stakeholders before moving to development.

IMPACT

What changed

  • —Clean, reliable metrics: conversion now reflects only users with a real available offer.
  • —Experience consistent with the bank's native design system.
  • —Better performance and event tracking for product and data teams.
  • —Solid foundation for iterating on the funnel without technical noise.