Venture Creation

Acting as a startup in a corporate environment.

My role

I was hired as lead UX designer for the Venture Creation department. I was in charge of design definition, solutions and prototypes for the venture ideas that came up from ideation workshops. I got the job after those workshops were held with help of external design consultancy.


During my tenure there I was involved in insurance projects, creating design for two business pitches. One of them was picked and got funded. From there I acted as head of design for the startup, bringing it to public launch in 6 months. I was with the CEO, CTO and head of marketing actinf as the team’s core.


I designed the service along with all the UX and interaction while hiring and managing a team made up of a UI designer, Ux writer and external brand designer and an illustrator. I was also a part of the research activities done by one of the bank’s research roles.

Innovation from within

BBVA is one of the main spanish banks, with business across Spain, SouthAmerica and the United States. I was a part of the New Digital Businesses team bringing new ventures to market across different verticals.


The team combined specialists from the bank’s business intelligence along with researchers and design professionals working together.During my tenure we focused on insurance.


My role in the team was to drive the design process and prototype digital products that reflected the business ideas emerged form the ideation stages.

At ideations stages we mapped what a customer's experience would be.

After the business definition and user research, we saw a good market fit for one of the proposals: A new insurance service aimed at freelancers. Our inspiration came from P2P networks, shared economy and the mutual aid cooperatives that insurance was based on early in history.

A brand and a digital platform was developed which could be shown to an investment committee in order to get the seed funding. The first iteration of this venture was called CIRKL, a sick leave insurance for the spanish freelance market.

Brand and visual tone for the prototype, closer to a startup look & feel than to classic insurance companies.
Making a claim is as easy as sending a picture of your sick leave document. We planned to have OCR and machine learning capabilities to recognize documentation and filter fraud.

From prototype to market

Once the funding was secured we started to work in a new iteration of the project. My role was to redefine the service as a whole and how it could be translated to a digital product. I also had the chance to hire a freelance team that could deliver this venture in a 6 month period.


We started with a user research with interviews and focus groups among different types of spanish freelance workers. Once we got the results we created some user representations (personas).


With all this knowledge we were able to conduct a workshop with the major stakeholders ro define all the stages of the service from the user’s point of view.

Bird's eye view of one of the working doc, a customer journey map that helped us locate problems and our service's dependencies with the bank's services.

Muno, a new way of doing insurance

For this new iteration we rebranded the service as Muno. Along with the rebranding we set a new visual tone with bold typography and colors along with organic and fun illustrations.



Muno is a sick leave insurance only for freelancers and independent workers, a major workforce in Spain. Customers pay a flat rate fee to a common fund from which claims, costs and profits are taken care of. At the end of the year, the remaining money gets back to our customers in the shape of a discount. The less claims, the more discount.



For May 2017 launch we agreed to a minimum core of components on the digital layer: The main website and conversion landing pages, the onboard sign up and the customer account panel to let customers make claims, change their data and get more information about the service.



When it launched, iterations were be made to fine tune the design. For this we did a round of user interviews in person to validate the value proposition and brand perception, and understand if we were explaining the service clear enough. 


Afterwards, our roadmap focused in two main areas: the growth of the insurance catalog and building new features needed such as a machine learning claim solver and an app.