Fiwind

My time at Fiwind started when the company was just a small startup with an urgent goal: launch a solid MVP to the market as quickly as possible. As the first and only Product Designer, I had to wear multiple hats. I was responsible for product design, UX/UI, user research, and even the smallest graphic details.

The pressure was high, but the launch was a massive success. Demonstrating tangible results, speed of execution, and business vision allowed me to quickly earn the absolute trust of the C-Suite. This trust was the catalyst that enabled my transition from executing individual tasks to making strategic, leadership decisions about the product's future.

Scaling a Fintech in Argentina is no easy feat. We were operating in a highly complex economic environment (hyperinflation) where people urgently needed tools to protect their money, while simultaneously competing against global crypto giants.

My hypothesis to stand out in this red ocean was to double down on visual trust. I ensured absolute and unwavering consistency across our brand design, mobile app, web platform, and landing pages. While our competitors overcomplicated their interfaces, we lowered the barrier to entry with a visually unified, professional, and above all easy-to-understand ecosystem for the retail or beginner user.

Unlike other startups at the time that were burning millions on marketing, Fiwind achieved remarkable success in its early years based on a 100% organic acquisition model (Product-Led Growth). The product was easy enough to use that word-of-mouth did the marketing for us.

As the user base and the business grew, my role evolved. I transitioned from an individual contributor to Head of Product Design. I began hiring new designers, taking charge of their recruitment, onboarding, supervision, and daily task management. I implemented scalable design systems and operations (DesignOps) to ensure that as we moved faster, we never compromised on quality.

My final major challenge as team leader was undoubtedly the most complex: integrating the traditional stock market (international stocks and CEDEARs) into an ecosystem that was born 100% crypto-native.

This wasn't just about adding a new screen; it meant restructuring all the core flows of the application to house this new vertical without breaking the simplicity we were known for. Working side-by-side with the C-Suite to define the business vision, I orchestrated and delegated the tasks to the design team.

The result of this structural redesign? A flawless launch that achieved an initial activation of 15% of our existing user base, a figure we pushed to 38% adoption over time by implementing incentive strategies and continuous UX optimisation.