Building Trust at Scale: Transforming Stori into a Unified Financial Platform
I turned four disconnected business units into one cohesive platform, building the systems and rigor that fueled growth without sacrificing user confidence.
Stori had successfully scaled to millions of customers across LATAM, expanding from a credit card provider into a broader financial platform spanning credit cards, loans, deposits, bill payments, remittances, phone top-ups, credit health, and other everyday financial services. However, rapid growth across independent financial products created fragmented experiences that challenged trust, engagement, and cross-product adoption. I led the transformation from disconnected services into a unified financial platform designed to improve customer confidence and unlock sustainable growth.
I defined and executed a unified vision for the app experience, scaling the systems, processes, and capabilities needed to improve customer trust and business growth. Leading a team of 18 across research, content, and product design in LATAM, I partnered with executives and cross-functional leaders to identify the highest-impact customer opportunities and align teams around a shared roadmap. Beyond product delivery, I evolved how the organization worked, introducing stronger UX measurement, faster learning cycles, quality practices, and AI-enabled workflows to increase design impact and accelerate outcomes.
Aligned four business units around a shared vision and multi-quarter roadmap to create a cohesive app experience, that addressed known pain points and unlocked a focus on product cross sell and feature adoption, securing commitment and prioritization.
Established a rapid learning and iteration model that embedded quality gates into product development, enabling faster decision-making and consistently higher-quality launches across multiple products and features.
Identified and scaled the systems necessary to deliver cross channel consistency and efficiencies, including Design System, Content system, Illustration system and Governance. Unlocked focus on highest value work through quality rituals, AI tools, workflows and playbooks that scaled expertise.
Guided the team to conduct qual and quant user research to understand awareness of, use of and potential for early adoption of AI solutions. Produced a clear framework for introducing proactive and reactive entry points that leveraged trust signals and an intuitive agent experience.
Established the strategic foundation for a unified customer experience, enabling the organization to deliver with greater consistency, speed, and confidence. Built lasting systems, operating models, and AI capabilities that improved how teams worked together, raised the quality bar across products, and positioned the company for its next phase of growth as a platform. Along the way, I developed leaders, introduced AI into the team's practice, and expanded my role into product leadership to maximize business impact.