Case 03 · PaymentsA card decline feels like one moment to a customer, but internally it involved Fraud, Operations, Business, Analytics, Digital Channels, providers and more. I led a 13-person cross-functional program to make that fragmented problem visible, align priorities and reduce critical payment failures.
The project connected operational data with real customer moments so different areas could make decisions around one shared problem. To make that impact tangible, I used customer stories such as “Manuela” — a retired customer whose debit-card decline could prevent her from completing an essential purchase. That framing helped turn operational data into a problem leaders could understand and act on.
A separate product stream focused on making card information and actions more consistent across channels, starting with the native CaixaBank Pay app. The redesign simplified how customers understood their cards, available actions and payment methods, moving from fragmented patterns to a clearer native experience.
The best interface cannot compensate for teams optimizing different parts of the same customer problem. The leverage came from making the service visible end-to-end, creating shared ownership and translating that alignment into concrete product and operational change.