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Sector: Financial services

Company: Banco de Credito del Peru (BCP) 

Role: Design Research

Tools: Benchmark, Interviews, Mindsets, Design principles

Date: 2020


  • For many years, BCP sought to be connected to its clients throughout Peru, but times have changed, even more so with the COVID-19 pandemic, and it is time to do much more to re-establish the connection with people and create ties of a different kind.

  • As the leading bank and one of the most emblematic companies in Peru, BCP is focused on renewing and enhancing the relationship with Peruvians, promoting their development and growth. 

  • However, it is time to connect on a deeper level (beyond the limits of the financial scope), be more human and become active agents of the change that our country so badly needs. That is why a partnership including the 10 most relevant Peruvian companies was formed to start positive change and fill in the gaps left by the government.

  • In order to discover what the Peruvian society needed, a team of 2 designers (including myself) was appointed by the CEO of BCP to research and gather the perceptions and expectations that different Peruvian segments and profiles had about the state, social or political movements, and private companies.

* Due to the proprietary nature of this work, the case study will discuss my process and some of the work but at very high level.

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Underprivileged family doing daily chores in Lima (Peru)



Working collaboratively with another designer, we co-created the interview guides and I suggested to include an analogy exercise for participants to characterize Peruvian society, the state and private companies by choosing an animal that represented each.

We conducted 45 user interviews: 

  • 6 state representatives

  • 6 representatives of political and social movements

  • 6 employees of companies of different sizes 

  • 28 participants of the Peruvian society (university students, farmers, etc).

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Screenshots from some of the interviews


The information collected was analyzed as a team and used to identify 3 mindsets across society depending on people’s willingness to fight for change and benefit society. Insights were identified on each of the 3 fronts (society, companies and the state) and I proposed 5 design principles that should lead the association’s initiatives.

I presented the results in front of the Head of the association. 


* Sample from the design principles Blurred content due to the proprietary nature.


We built a benchmark collecting initiatives from 8 countries at a regional and international level using the Global Social Mobility Index (GSMI) of the World Economic Forum as guideline.
The countries included were:

  • Peru 

  • Top 3 of the GSMI ranking (for good practices)

  • Top 2 in of the GSMI ranking LatAm 

  • 2 countries below the GSMI average (for ways to face the challenges in similar contexts)


After handing off the research to the Association board on December 2020, next steps were defined for early 2021:

  1. Creation of opportunities and reduction of inequalities of SMEs

  2. Creation of a playbook for the Association including methodologies, processes to solve challenges, and how to define and. implement initiatives.

  3. Mapping the associate's experience, identification of mindsets among the group and definition of journey maps for the associates.

see other projects


the right tools for employees

How might we enhance the day-to-day journey of the bank's branch employees through the tools provided for them? 

(before and during the COVID-19 pandemic)

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How might we turn remote advisors into the main interaction channel, leaving the bank branches as the last option? 

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