PODERcard is a banking app designed for the immigrant population in the United States, offering no hidden fees, intuitive financial management tools, and personalized customer service tailored to the Latino community.

I led the UX/UI direction alongside a team of three designers, overseeing both design execution and team management. In addition to leading UX research, I supported efforts to redefine the brand's visual identity.

As a Series A startup, the pace was fast and timelines were tight — which meant building our research practice from the ground up. With no dedicated research team in place, I took the initiative to conduct fieldwork firsthand. I visited local consulates to run in-person interviews, uncovering the real hardships immigrants face throughout the immigration process. To deepen our understanding, I also developed targeted questionnaires and facilitated a focus group of nine users drawn from our core audience. Building genuine empathy wasn't just part of the process — it was foundational to the work.