The brief
A digital bank needed its acquisition site to convert across three very different products
WizInk is a Spanish digital bank built around credit cards, later expanding into personal loans and insurance. Each product had its own landing pages, its own funnel, and its own reasons for losing people before signup. The brief was to redesign the site end to end and make each vertical convert on its own terms.
How I approached it
Benchmark, redesign, test, measure
I led the design and data analytics teams through a single repeatable process, run in parallel across all three verticals.
Competitive benchmarking
Audited acquisition landings across Spanish and LatAm digital banks to find patterns in structure, copy, and offer placement before redesigning anything.
Landing page architecture
Rebuilt the page structure per vertical, product-specific hero, benefit ordering, and application entry points, instead of one generic template stretched across three products.
Illustrative wireframe of the redesigned landing structure: product hero, benefit blocks, single application entry point.
CRO experimentation
Ran structured A/B tests with Hotjar, using heatmaps and session recordings to see where people hesitated before changing anything.
Illustrative click density map, darker cells represent more clicks recorded on that area of the page.
Full-funnel analytics
Instrumented every button and step through Google Tag Manager, built a funnel per vertical, and tracked which path actually converted best rather than assuming.
Illustrative funnel for one vertical, used to spot where a redesign or test would matter most.
My role
Owned the roadmap, led the teams that built it
I owned the end-to-end roadmap for the redesign and led the cross-functional design and data analytics teams responsible for it, from the first competitive audit through the CRO experiments that shipped.
What it fed into
The same benchmark-then-test methodology carried over into the rest of my work at Making Science, across clients including Santander, MaxMara, and MediaMarkt, including the Santander engagement, where it helped drive a 55% revenue increase in the first month.