Grupo Petersen is an Argentine conglomerate with a presence in sectors such as banking, insurance, construction, and technology. In the banking sector, it operates through Banco San Juan, Banco Santa Fe, Banco Entre Ríos, and Banco Santa Cruz, promoting regional development and financial inclusion in different provinces of the country.
Role:
Product Designer
Client:
Grupo Petersen
Industry:
Banking
Context
I was part of the CMS team for the Petersen Group banks, where we worked on redesigning the financial education section of their websites. This section already existed, but it was outdated and limited to offering videos. The new approach prioritized investments, offering clear and up-to-date content that allowed users to better understand financial products.
Need
The initiative sought to promote financial education among users, starting with investments, so that they could learn about the different options offered by the bank, gain confidence in decision-making, and, at the same time, prepare the ground for the incorporation of more complex financial products in the short and medium term.
Process
Analysis and diagnosis
I conducted a benchmark study of banks to understand how they presented and organized their financial education sections.
I analyzed the current financial education section with Hotjar:
Heat maps to observe which areas received the most attention.
Click tracking to detect ineffective interactions and ignored content.
We noticed that the section was outdated and limited almost exclusively to videos, which reduced user interest.
We consider business requirements to orient content toward investments and define a space that prepares users for future financial products.
Design
I developed different proposals for the structure and organization of content.
At the same time, the Home Banking team added a prominent feature to the Home and Investments sections to highlight the new financial education section on the site.
I incorporated guidelines from the current design system to maintain visual consistency with the rest of the site.
Iteré las propuestas en base al feedback del equipo y los objetivos de negocio, hasta llegar a una solución final alineada con la estrategia de educación financiera.
Result
As a result of the initiative, we redesigned the financial education section, transforming it into an updated, clear space focused on investments. The new structure allows users to explore content more intuitively, understand the financial products offered, and gain confidence to make informed decisions.