Designed the UX/UI, brand identity, and content strategy for iBillete, a short-term microcredit app and website built for Exitus Credit, across a four-year engagement. The work began with the app's founding interface and the brand system built to support it, then moved through a post-launch content and campaign phase, a website that kept evolving against real usage data, and graphic design evolvement to better represent the brands own users.
Creative and Strategic Director, Senior UI/UX Designer, Senior Branding Designer, Senior Design Researcher
Junior Brand Designer (Daniela Rodríguez)
Junior Motion Media Developer (Daniela Marín)
Design Research
Design Strategy
Branding Design
UI/UX Design
Service Design
Service Architecture
Design-Engineering Handoff
Motion Media
Project Overview
Before this engagement, iBillete existed as a business endeavor inside Exitus Credit: a short-term microcredit product with a target audience already defined by its marketing team. The functional app had no intuitive interface, no usability research, and no brand, creating an opportunity to design the app and its visual identity together. Interfaces needed a real design system to build from, so establishing the brand and ensuring it accurately represented users became key tasks for the ongoing project.
Project Challenge
The complexity of this project came in layers. iBillete’s target audience was skeptical of digital financial products by default, so the interface and brand had to earn trust, not just be usable. Usability testing and focus groups uncovered a second set of needs that required the brand to keep extending and evolving past the original scope. Once the website became part of the ecosystem, the challenge shifted once more, from designing a fixed thing to maintaining a living one.
This work gave Exitus Credit a fully designed digital product and the brand system to support it: an app, a website that kept evolving against real usage data, and a brand system built to extend consistently across social media, email, and future content.
Core User Tasks
Delivered a five-section information architecture (Inicio, Créditos, Mi Perfil, Soporte, Chat) validated across two full interactive prototypes.
Pillar Content Framework
Built a single design system disciplined enough to carry them consistently across app, website, email, social media, and printed signage
The engagement moved through four phases across four years, each one responding to what the last had uncovered. It began in 2019 with the app itself: UX research—heuristic evaluation, competitive analysis, and user research grounded in Exitus Credit's own marketing documentation—that fed directly into information architecture, use-case models, and two complete interactive prototypes. Because the interface needed a real design system to build from and none existed, establishing iBillete's brand—logotipo, ícono, color palette, typography—happened inside this same founding phase rather than as separate work.
After launch, usability testing and focus groups uncovered a second layer of need: what the campaign launch actually required. That research fed a 2020 Design Toolkit extending the brand into Instagram, Facebook, and video specifications, a full creative-strategy phase defining seven content pillars and funnel-stage messaging, an app-store presence, and an in-app tutorial—all of it extending the brand universe past what the 2019 identity alone had established.
From there the work moved into the website, which became less a single deliverable than an ongoing one: built out from 2020 research and wireframes, then iterated through 2022 against real visit and click data — adding a loan simulator so users could model their own credit before applying, seasonal promotional content, navigation changes aimed at shortening the path to conversion, and a mailing list that kept evolving to drive both app adoption and loan requests. Finally, in 2021, the brand was rebuilt a second time — not because the first identity had failed, but because it needed to actually look like the people using iBillete: a consolidated Manual de Marca and a companion applications toolkit expanded the brand into eight named characters drawn from Mexican working life and two recurring mascot characters rooted in Mexican folk storytelling, alongside channel-by-channel guidance from social media to office signage. The relationship continued through the end of 2023.
Varying from 12-16 weeks, scattered across 5 years
Key Design Principle
This meant treating the brand as infrastructure for the interface—the app's design system needed the brand to exist first, so the two were built as one dependency chain rather than two disconnected projects.
Key Design Principle
This meant letting real usage—visits, clicks, who's actually using the product—decide what gets redesigned next, rather than treating launch as the finish line for either the product or the brand.
Conclusion
iBillete's real deliverable was never a single app, brand, or website — it was a four-year working relationship built to keep responding to what came next: what usability testing after launch revealed, what visit and click data showed once the website was live, and what it actually took to make users see themselves in a brand that had, at first, been built from research alone.
