All cases
Case Study 02 Santander Mexico

Nómina Digital

My role
UX Team Lead
Team
6 Designers
Period
Nov 2017 — Early 2019
Surfaces
Web + Mobile
The challenge

Onboarding Mexico's workforce onto digital banking — no branch required

2
Surfaces designed: employer web app and employee mobile app
6
Designers led across 14+ months of discovery, design, and delivery
N2
Simplified digital account — no branch visit, identity verified via INE + selfie
3
FORM phases: Discover & Describe → Design & Implement → Scale & Sustain
My contribution
UX Team Lead — Accenture Song
  • Led a team of 6 designers across all phases of the project
  • Directed discovery research: stakeholder interviews and employee user research
  • Authored the service blueprint mapping the employer–Santander–employee relationship
  • Oversaw UX design for the employer web app and employee mobile app
  • Aligned the design system with Santander brand standards
  • Facilitated two rounds of usability testing and shepherded the dev handoff
Context

Santander Mexico wanted to modernize how corporate payroll accounts are opened. The traditional process required employees to visit a branch, fill out paper forms, and wait days for account activation — a major friction point for HR teams managing hundreds of employees at once.

The solution was Nómina Digital (Digital Payroll): a two-sided product where HR managers at Santander's corporate clients upload employee lists in bulk, and each employee receives a personal invitation to self-register a fully digital N2 bank account via their smartphone — identity verified through an INE document scan and selfie, with a digital card issued instantly.

The project required navigating CNBV (Mexico's financial regulator) N2 account requirements, aligning with Santander's existing brand and design language, and designing two fundamentally different surfaces for two fundamentally different users — all while leading a 6-person design team through a structured Accenture FORM methodology.

Product overview

Two surfaces, one onboarding system

Nómina Digital operates as a coordinated two-sided product: the employer initiates, Santander orchestrates, and the employee activates. Each surface was designed independently, with the same service logic underneath.

Employer Web App
HR teams at Santander's corporate clients
01
Bulk employee upload
CSV or Excel upload of employee roster — names, email, phone. Validated in real time.
02
Invitation dispatch
System sends personalized SMS and email invitations to each employee in the batch.
03
Onboarding dashboard
HR tracks activation status by employee: invited, in-progress, activated. Resend available.
04
Activation rate tracking
Aggregate view of activation rates across the employee list. Exportable for reporting.
Employee Mobile App
Employees — many first-time mobile banking users
01
Receive invitation
Employee receives SMS or email with deep link. One tap opens the registration flow.
02
INE document scan
Guided camera flow to capture the front and back of the INE national ID card.
03
Selfie & identity verification
Live selfie matched against the INE photo. CNBV N2 compliance — no branch required.
04
Account creation & digital card
N2 digital account opened instantly. Digital card issued immediately — ready to use.
Phase 01
Discover &
Describe
Nov 2017 – Mar 2018
Phase 02
Design &
Implement
Mar 2018 – Nov 2018
Phase 03
Scale &
Sustain
Nov 2018 – Early 2019
01
Discover & Describe
Research, Blueprint & UX Strategy
Nov 2017 – Mar 2018

Before any screen was drawn, we needed to understand two distinct user types — HR directors managing payroll for hundreds of employees, and workers who may never have used mobile banking before. We also had to map the full service: what Santander controls, what the employer manages, and what the employee experiences.

Research approach
Stakeholder Interviews & Employee Research

We conducted structured interviews with Santander's product team and HR directors at corporate clients to understand pain points in the current branch-based process. In parallel, we ran user research with employees — many first-time mobile banking users — to understand digital literacy, trust barriers, and onboarding expectations.

Key regulatory constraint
CNBV N2 Account Requirements

N2 simplified accounts are permitted by Mexico's CNBV without a branch visit — but require remote identity verification: INE scan + selfie. The entire employee flow was designed around this regulatory backbone, ensuring compliance without creating friction for users unfamiliar with the process.

Service blueprint — three actors
Employer (HR Director)
Uploads list, monitors activation, resends invitations
Santander (System + Ops)
Validates data, dispatches invitations, processes identity verification
Employee (End user)
Receives invite, self-registers, scans ID, takes selfie, activates account
Branch visits are a barrier
HR directors cited branch-based onboarding as the primary reason employees delayed or avoided activating payroll accounts — especially in cities with limited branch access.
Mobile-first, but not mobile-native
Many employees had smartphones but had never used a banking app. The design had to assume near-zero familiarity with mobile document scanning or selfie verification.
Trust is the conversion barrier
Employees were skeptical of sharing their INE and selfie digitally. The UX strategy prioritized Santander brand trust signals and step-by-step transparency throughout the identity flow.
Phase 01 — Key deliverables (click to preview)
Service Blueprint — Employer / Santander / Employee
Service Blueprint
Research Report — Stakeholder & Employee Research
Research Report
UX Strategy Brief — Principles & Design Direction
Strategy Brief
02
Design & Implement
Web App, Mobile App & Design System
Mar 2018 – Nov 2018

With the blueprint and strategy approved, the team moved into high-fidelity design for both surfaces in parallel. The employer web app required a dashboard-oriented approach — data-dense but actionable. The employee mobile app demanded a highly guided, reassuring flow for users who may have never scanned a document on their phone before.

Surface 01 — Employer web app
Bulk Upload & Activation Dashboard

Designed for HR directors: a clean web interface to upload employee rosters (CSV/Excel), review and correct validation errors, trigger invitation dispatch, and monitor onboarding progress. The dashboard surfaces activation rate by employee with clear status indicators and resend controls.

Employer web flow
01
Upload
CSV / Excel roster
02
Validate
Review & fix errors
03
Invite
Dispatch SMS / email
04
Track
Monitor activation
Surface 02 — Employee mobile app
Guided Self-Registration: INE → Selfie → Account

The employee flow was designed around trust and simplicity — an audience that included many first-time mobile banking users. Each step was framed clearly: what they're doing, why Santander needs it, and what happens next. The INE scan and selfie steps received particular attention to reduce anxiety and failed attempts.

Employee mobile flow
01
Invite
SMS or email link
02
INE Scan
Front & back capture
03
Selfie
Liveness check
04
Activated
Digital card issued
Design system alignment
Santander Brand Standards + Component Library

Both surfaces were designed in strict alignment with Santander Mexico's visual identity: brand red (#EC0000), typography, icon set, and spacing system. A component library was built to ensure consistency across the web app and mobile app, and to accelerate developer handoff. Santander's existing design language was respected while creating new patterns for flows that had no prior digital precedent — particularly the document scanning and selfie steps.

Usability Testing — Round 1
Moderated sessions with HR directors & employees
HR directors needed clearer error states during CSV upload — individual row validation was missing
Employees were confused by the INE scanning step — instructions were too abstract, needed a camera preview
The invitation email lacked enough context — employees didn't know what to expect before tapping the link
Usability Testing — Round 2
Validation of revised flows post-iteration
Inline row validation in upload flow resolved HR director confusion — task completion improved significantly
Live camera preview with overlay guide for INE scan reduced failed capture attempts to near zero
Pre-registration landing screen ("what to expect") reduced employee abandonment at the start of the flow
Phase 02 — Key deliverables (click to preview)
Employer Web App — Upload, Dashboard & Tracking
High-fidelity · Web
Employee Mobile App — Registration & Account Activation
High-fidelity · Mobile
Design System — Santander Brand Alignment
Design System · Web & Mobile
Usability Test Report — 2 Rounds
Research Report
03
Scale & Sustain
Handoff, Rollout & Design Ops
Nov 2018 – Early 2019

With designs validated and approved, the final phase focused on ensuring a clean transition to development and supporting the national rollout to Santander's corporate payroll client base. Design ops work — style guide documentation and component specifications — made the handoff sustainable beyond the engagement.

Dev collaboration
Structured Handoff & Build Support

Worked alongside the Santander development team to annotate specs, clarify component behavior, and resolve edge cases as they emerged during build. Maintained a living spec document throughout the development sprint cycles to reduce back-and-forth and prevent design debt accumulation.

National rollout
Deployment to Santander's Corporate Client Base

Nómina Digital was deployed nationally to Santander Mexico's corporate payroll clients. The platform enabled HR teams across the country to onboard employees onto N2 digital accounts without any branch visit — a first in Santander Mexico's digital product portfolio at the time.

Design ops
Style Guide Documentation

A comprehensive style guide was produced to ensure the product could be maintained and extended by Santander's internal teams after the engagement concluded. The documentation covered component usage rules, interaction states, copy guidelines, and accessibility notes — structured so that designers unfamiliar with the project could onboard quickly.

Typography
Scale, weights, usage rules per surface
Color
Brand palette, semantic states, accessibility ratios
Components
Usage rules, states, and do/don't examples
Copy guidelines
Tone, terminology, error message framework
Outcomes & impact

Banking, delivered
without the branch.

N2
Digital account opening fully compliant with CNBV N2 regulations — zero branch visits required
2
Surfaces delivered — employer web app and employee mobile app — in parallel, across a single engagement
6
Designers led across 14+ months, from discovery research through dev handoff and national rollout
MX
National rollout across Santander Mexico's corporate payroll client base — a first for the bank's digital product portfolio
Service blueprints unlock alignment
Mapping the full employer–Santander–employee service before touching screens gave the team a shared language across UX, product, and stakeholders. It prevented scope misalignment and made regulatory constraints visible and discussable early.
Designing for digital beginners
The employee audience required a different mental model of UX design — assuming near-zero familiarity with document scanning and identity verification. Every step needed to earn trust before asking for anything. Usability testing with representative users was not optional.
Two surfaces, one team cadence
Running web and mobile design in parallel required deliberate coordination. Sharing a component library and weekly alignment sessions across the 6-person team prevented drift and kept both surfaces coherent within the same service logic and brand system.
Back to all cases
Next case
BBVA AutoMarket