Deliverable
BBVA México wanted to enter the pre-owned car market with a platform that leveraged their banking infrastructure — offering not just a marketplace, but financing, trust, and a BBVA-grade experience. The platform launched internally as Atenea.
The challenge: create a seamless digital experience for two fundamentally different users (buyers browsing and financing, sellers listing and transacting) while integrating deeply with BBVA's existing app ecosystem and physical dealer network across Mexico.
This required building the full UX foundation — from research and strategic framing through to a living design system, continuous feature delivery, data-driven CRO, and eventually an operational role at a physical AutoMarket location.
AutoMarket is a managed marketplace: buyers never contact sellers directly. AutoMarket operations act as trusted intermediary throughout the entire transaction.
Sellers never interact directly with buyers. AutoMarket operations act as intermediary: they manage buyer appointments, the physical inspection, and the negotiation process on the seller's behalf.
Before a single screen was designed, we invested in understanding the market. A comprehensive mixed-methods study — combining qualitative interviews with quantitative behavioral data — became the backbone of all design decisions. The project was codenamed Atenea.
We mapped the mental models of car buyers and sellers in Mexico through in-depth interviews, quantitative surveys, and competitive benchmarking. This informed persona definition, journey architecture, and MVP feature prioritization.
With the blueprint approved, we moved into high-fidelity design. This phase covered all user-facing flows — mobile-first, aligned with the BBVA design system, spec'd for parallel development of buyer and seller experiences simultaneously.
A real-time credit status tracker integrated with BBVA's infrastructure. Buyers could see exactly where their application stood at every step — reducing anxiety at the most critical drop-off point in the funnel.
Post-launch, design shifted to continuous feature delivery. This phase covered a series of product increments — new entry points, enhanced flows, and new capabilities — all designed and shipped iteratively while maintaining consistency across the growing E2E Figma system.
With real user data available, design shifted from building to optimizing. A structured CRO process was established to identify friction points in the buyer funnel, design targeted interventions, and measure their impact on both micro and macro conversion — with rigorous pre/post analysis per release.
The current engagement moves beyond the screen — supervising operational improvement at AutoMarket Samara, a physical location. As Change Champion, I analyze the operation, propose improvements, coordinate lead management, and build AI-assisted tools that make the commercial team more effective day to day.
Working at the intersection of design thinking and commercial operations — applying the same UX methodology to physical processes and team workflows at AutoMarket Samara.
Hub AutoMarket is a web application built with Claude to support the team's commercial operations. It transforms processes that lived in spreadsheets or memory into guided flows, accessible from any device on the showroom floor.