BBVA Italy and Germany

BBVA Italy and Germany

BBVA Italy and Germany

UX Design & Global Brand Consistency

UX Design & Global Brand Consistency

Overview

Overview

In 2021, BBVA entered the Italian market with a fully digital banking experience; no branches, no physical presence, only a website. By May 2025, the platform had reached over 700,000 customers. Together with my colleague, I led the full UX, content, and tooling of the public website in Italy, and coordinated its adaptation to BBVA's new global identity ahead of the Germany launch in May 2025.

In 2021, BBVA entered the Italian market with a fully digital banking experience — no branches, no physical presence, only a website. By May 2025, the platform had reached over 700,000 customers. Together with my colleague, I led the full UX, content, and tooling of the public website in Italy, and coordinated its adaptation to BBVA's new global identity ahead of the Germany launch in May 2025.

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My Role

My Role

  • Purchase flow redesign: Restructured the layout of loan and mortgage simulators based on business insights, leading to measurable improvement in user engagement.


  • Global brand rollout: Coordinated the adaptation of the Italian website to BBVA's new global identity, ensuring visual and functional consistency ahead of the Germany launch.


  • A/B testing & optimization: Designed and ran A/B experiments on key landing pages in collaboration with the development team, directly improving conversion rates for new accounts.

  • Asset integration: Selected and integrated photography, icons, and illustrations across the site to create a visually cohesive experience aligned with BBVA's brand standards.

  • Cross-market consistency: Maintained design alignment between the Italian and German markets, working with global teams to ensure both sites met the same UX and brand standards.

  • Purchase flow redesign: Restructured the layout of loan and mortgage simulators based on business insights, leading to measurable improvement in user engagement.

  • Global brand rollout: Coordinated the adaptation of the Italian website to BBVA's new global identity, ensuring visual and functional consistency ahead of the Germany launch.

  • A/B testing & optimization: Designed and ran A/B experiments on key landing pages in collaboration with the development team, directly improving conversion rates for new accounts.

  • Asset integration: Selected and integrated photography, icons, and illustrations across the site to create a visually cohesive experience aligned with BBVA's brand standards.


  • Cross-market consistency: Maintained design alignment between the Italian and German markets, working with global teams to ensure both sites met the same UX and brand standards.improvements.

  • Purchase flow redesign: Restructured the layout of loan and mortgage simulators based on business insights, leading to measurable improvement in user engagement.


  • Global brand rollout: Coordinated the adaptation of the Italian website to BBVA's new global identity, ensuring visual and functional consistency ahead of the Germany launch.


  • A/B testing & optimization: Designed and ran A/B experiments on key landing pages in collaboration with the development team, directly improving conversion rates for new accounts.

  • Asset integration: Selected and integrated photography, icons, and illustrations across the site to create a visually cohesive experience aligned with BBVA's brand standards.

  • Cross-market consistency: Maintained design alignment between the Italian and German markets, working with global teams to ensure both sites met the same UX and brand standards.

Outcomes

Outcomes

700,000 customers on a digital-only platform by May 2025. A/B tests on key pages improved conversion rates for new accounts. The loan and mortgage simulator redesign, driven by business data, increased user engagement measurably. The global brand rollout launched on schedule across two markets with full design consistency.

700,000 customers on a digital-only platform by May 2025. A/B tests on key pages improved conversion rates for new accounts. The loan and mortgage simulator redesign, driven by business data, increased user engagement measurably. The global brand rollout launched on schedule across two markets with full design consistency.

Conclusion

Conclusion

Conclusion

Working on BBVA Italy and collaborating with the team in Germany was a key opportunity to apply real UX design in an international environment. I brought value by ensuring visual consistency with the new brand identity, optimizing key pages, and creating assets tailored to campaigns and products. Beyond design, this project taught me how to coordinate with development, SEO, and global teams—always keeping the user at the center.
A complete experience where design moved beyond aesthetics to become strategic.

Working on BBVA Italy and collaborating with the team in Germany was a key opportunity to apply real UX design in an international environment. I brought value by ensuring visual consistency with the new brand identity, optimizing key pages, and creating assets tailored to campaigns and products. Beyond design, this project taught me how to coordinate with development, SEO, and global teams—always keeping the user at the center.
A complete experience where design moved beyond aesthetics to become strategic.

Working on BBVA Italy and collaborating with the team in Germany was a key opportunity to apply real UX design in an international environment. I brought value by ensuring visual consistency with the new brand identity, optimizing key pages, and creating assets tailored to campaigns and products. Beyond design, this project taught me how to coordinate with development, SEO, and global teams—always keeping the user at the center.
A complete experience where design moved beyond aesthetics to become strategic.

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