Client
DiDi Global – Fintech Mexico
Summary
A fintech UX case focused on trust-building through perception and empathy
Why it matters
I was tasked with improving a conversion experience—but I noticed the real problem wasn’t friction, it was misalignment of perception.
I was tasked with improving a conversion experience—but I noticed the real problem wasn’t friction, it was misalignment of perception.
Approach
Here’s the approach I took for this project:
Reframed the problem from “conversion” to “perception mismatch” — identifying the gap between user attention, emotional trust, and information design.
Built a perception-based framework to evaluate page elements: from initial contact to trust, recognition, empathy, and action.
Iterated through over 10 prototype versions, continuously testing how visual hierarchy, content strength, and micro-interactions influenced user confidence.
Removed friction points in the early-stage credit experience and emphasized brand cues, localized metaphors, and contextual empathy to build trust.
Designed with intentional emotional pacing — helping users feel understood, safe, and ready to act.
This approach balanced strategy and empathy, using UX to align business goals with genuine user motivation.
Reflection
What I still question: Can we quantify emotional resonance in flows like this?