Tyba por Credicorp Capital

Evolving a Fintech Brand & Product Experience

Tyba is a fintech platform designed to help people invest and manage their money in a simple and accessible way. I’ve been part of the team since its early stages, contributing to the evolution of both the product experience and visual identity as the platform grew and matured.

As the product evolved, Tyba was acquired by Credicorp Capital, introducing new challenges around scalability, consistency, and brand alignment across multiple markets.

Role
Senior Visual Designer / UI Design Lead
UX/UI · Visual systems · Brand evolution · Iconography · Design leadership

I joined Tyba as an experience designer and progressively took ownership of the visual and experiential direction, contributing across product discovery, interface design, system-level decisions, and internal visual initiatives.

Challenge

Tyba’s rapid growth surfaced several design challenges:

  • An early-stage visual language with limited consistency

  • Increasing product complexity without a shared system

  • The need to build trust in a regulated financial environment

  • New corporate standards following the acquisition

The challenge was to evolve the brand and product experience together, creating a scalable foundation without losing Tyba’s approachable personality.

Approach

I approached Tyba’s evolution as a long-term system design challenge, not a one-off redesign.

Key principles guiding the work:

  • Treat the brand as a living system that evolves with the product

  • Prioritize clarity and trust in financial flows

  • Design reusable patterns to support rapid iteration

  • Balance Tyba’s digital-first identity with Credicorp Capital’s corporate standards

Beyond core product work, I contributed to internal initiatives focused on visual quality and consistency, collaborating across teams to elevate craft and align design standards as the organization scaled.

The Solution

Brand & Product Evolution

  • Refined color palette, typography, and overall visual language

  • Strengthened brand expression across product and supporting touchpoints

  • Redesigned key product flows, including onboarding, investment selection, and dashboards

  • Improved hierarchy, readability, and confidence in decision-making

Design System (Gema DS)

  • Initiated and branded the design system as gema DS, building early visibility and alignment across the organization.

  • Led the definition of reusable components and visual standards to support product scale.

  • Enabled consistency and collaboration across teams and regions (Colombia, Chile, Peru).

Impact

  • Unified brand and product experience across markets and touchpoints

  • Faster design and development cycles enabled by a shared design system (Gema DS)

  • Improved clarity, usability, and user confidence within a regulated fintech environment

  • A scalable visual and product foundation supporting continued growth post-acquisition

Learnings

Evolving a fintech product through growth and acquisition reinforced the importance of visual leadership and systems thinking. Strong design systems, clear visual language, and cross-team collaboration are essential to scaling both products and teams with confidence.

Iconography & Visual Standards

  • Designed a scalable icon system aligned with Tyba’s visual language

  • Improved clarity across navigation and key actions within the app

  • Supported internal visual initiatives and guidelines to maintain consistency as the product evolved