Bancolombia — Investment Experiences

Context

Bancolombia needed UX support for its digital investment experiences, channels where users have to understand financial products and complete tasks with trust and precision.

Investment products combine unfamiliar terminology, decision pressure, and many steps. My job was structuring those experiences to make them understandable and easy to validate.

My role

I worked as UX Designer, in close collaboration with business, product, and development teams.

• Designed user flows for the investment experiences.
• Structured information architecture to make financial content easier to navigate.
• Created wireframes and prototypes to communicate product logic and user paths.
• Supported research, testing scripts, and validation activities.
• Supported high-fidelity design based on the validated direction.

The challenge

The challenge was making complex financial information easier to understand without neglecting business goals or user trust.

• User challenge: users needed to understand the products, compare information, and move forward with confidence.
• Business challenge: Bancolombia needed to communicate its investment products more clearly and align the teams around the experience.
• Design challenge: we had to organize complex financial information and validate, while protecting sensitive information.

Goals & success criteria

Process

01 — Discover

Understanding financial complexity before defining the experience

Before moving into wireframes, I identified what information users needed, where the experience could become confusing, and which parts required validation.

• Reviewed the product information, requirements, and research inputs.
• Identified the user's key tasks and decision points.
• Mapped where financial terminology could create confusion.
• Worked with stakeholders to clarify scope, assumptions, and priorities.

Discovery structure used to understand where investment product complexity could affect user comprehension and decision-making.

02 — Define

Turning investment complexity into clear flows

Then I translated the financial complexity into a UX direction that business, product, design, and development could review.

• Defined user flows for the investment tasks.
• Structured information architecture to reduce cognitive load.
• Prepared flow logic for validation and later high-fidelity design.

User flow used to align business logic, user needs, and development expectations before moving into detailed design.

03 — Develop

Exploring wireframes, prototypes, and validation materials

With the structure clear, I created wireframes, prototypes, and research materials: the idea was to make the experience tangible enough for stakeholders and users to react before committing to implementation.

• Built prototypes to communicate navigation, hierarchy, and interaction logic.
• Supported testing scripts and research artifacts for validation.
• Iterated on stakeholder feedback and validation activities.

Wireframe exploration used to validate flow structure and information hierarchy before moving into high fidelity.

Validation material used to support user testing and reduce uncertainty before final design decisions.

04 — Deliver

Supporting final UX definition and development alignment

The deliverables (flows, information architecture, prototypes, and validation artifacts) helped stakeholders align and reached development with fewer doubts.

• Delivered user flows, wireframes, prototypes, and information architecture artifacts.
• Helped synthesize findings from validation activities.
• Supported high-fidelity design based on UX direction.

Final experience simplified for portfolio purposes to show structure without exposing sensitive financial information.

Before / after

Final solution

The work focused on three improvements:

Impact & results

Obstacles & trade-offs

Working in a regulated financial environment meant collaborating with legal and compliance so content and flows met the standards without losing clarity. The challenge was making the products understandable without losing their essential meaning.

• Translating complex financial products into clear user experiences.
• Handling sensitive financial information under confidentiality.
• Aligning multiple stakeholders around the same UX direction.
• Working with content where trust and precision were critical.

What I learned

Financial UX demands precision and trust: the goal is to structure complexity so users understand what matters, not to remove it.

• I learned to translate complex financial products into clearer digital flows.
• I improved how I support validation with scripts, prototypes, and research.
• Information architecture is one of the strongest tools for removing ambiguity.
• I got comfortable working with sensitive information under confidentiality.