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DINN had a new brand identity on paper. But inside the app, it still looked like the old one. I rebuilt the visual system from scratch — tested it with 50 users before shipping, documented it so it would hold after I was done.
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| Metric | Result |
|---|---|
| 100% of users perceived increased security | Validated across 50 user tests — previous vs. new visual system |
| 90% associated the new system with calmness and stability | Perception shifted: playful → trustworthy |
| 85% perceived improved simplicity | Reduced cognitive load confirmed across new and existing users |
| 80% felt increased trust and transparency | The most critical metric in a financial product |
A product that felt inconsistent and a little playful became one that actually felt like a place to put your money.
📸 IMG pendiente: Side-by-side — misma pantalla, sistema anterior vs. nuevo
Company: DINN — Actinver's digital investment app for first-time investors in Mexico
My role: I ran the audits, defined the new visual system, and coordinated implementation across the entire app and website. This wasn't a refresh — it was rebuilding how the brand actually worked inside the product.
Team: UX/UI designers, illustrators, communication team, external audit vendor, product stakeholders
Timeline: 2022 — post-brand redesign product alignment phase
📸 IMG pendiente: Screenshots del estado anterior de la app — el "before" que justifica el proyecto
Growing fast had broken the visual consistency. Different designers, different moments, different interpretations of the brand — it all added up to an app that felt inconsistent. And in a financial product, that's not just a visual problem. It feels unsafe.
The specific issue: the app was too playful. Bright colors, decorative illustrations, low visual hierarchy. For a product that's asking users to trust it with their savings, that disconnect was a real liability.
But the answer wasn't just "make it more serious." DINN's whole positioning was about being approachable — making investing feel accessible to people who had never done it before. If we stripped that away, we'd break what made the brand work in the first place.
The real challenge: maturity without rigidity. Approachable without feeling like a game. Clear without being overwhelming.
External research confirmed this tension. A qualitative study (MARGIN CALL, Provokers/Phenoma, 2025 — 20 in-depth interviews) showed that DINN was broadly seen as a product for "gente joven / que quiere hacer sus pininos en inversiones." Even more experienced investors were using it as a small side tool, not a main platform. The approachability was working — but it was also creating a ceiling on how seriously people took the product. The new visual system had to hold both: accessible enough for first-timers, mature enough to grow with them.