BBVA's premium card customers had strong travel benefits and weren't using them. Redesign went from research to production-ready prototype in 87 days — validating the design with real users before any engineering investment.
BBVA's premium card customers had access to a genuine set of travel benefits — lounge access, travel insurance, concierge services, and booking rewards. Internal data showed low engagement across the board. Customers weren't using what they had, and card preference research suggested travel was a significant factor in competitive switching.
A travel-native competitor had built a differentiated in-app travel experience that was gaining ground with the same demographic. BBVA needed to understand why their customers weren't engaging — and design something better before the next product cycle.
The challenge wasn't adding more benefits. It was making the existing ones feel like a product rather than a perk — one that customers encountered naturally as part of how they used their banking app.
Redesign ran a 100-day product design sprint: research to concept to validated design — compressed to give BBVA something testable before committing engineering resources.
BBVA's internal engineering team received a production-ready design specification, validated with real users before a single line of product code was written. The 87-day timeline kept BBVA inside their product planning cycle, with validated design in hand for the next release.
The engagement demonstrated the value of validating before building: three directions tested, one selected based on user evidence — not internal opinion. The alternative would have been committing engineering to one direction and discovering the problem after months of build.
Redesign compresses the cycle from idea to tested prototype — without skipping the research. Validate before you build.
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