When one design has to feel local everywhere

Global consistency vs. local relevance

BBVA operates across Spain, Mexico, Peru, Argentina, Colombia, Uruguay, and the US. Each market has different regulations, cultural expectations, and competitive pressures.

The challenge: build one app that feels native everywhere — without fragmenting into seven products or losing the efficiency of shared systems.

From features to frameworks

I designed core features used daily by millions — dashboard, transfers, product details. Then I led the Innovation Features team, shipping four products that drove measurable business impact.

But the lasting contribution was shaping how design worked across countries: documentation standards, adaptation guides, and cross-market validation that enabled 90%+ component reuse.

What six years taught me

Global ≠ universal. True internationalization means understanding local context — not just translating strings.

Systems enable speed. The upfront investment in guidelines paid off exponentially across 7 markets.

Impact compounds. Six years, 20M users, 100+ features. Meaningful change at scale happens through consistent effort.