

Consumer for U.S. Bank
A new UX pattern for U.S. Bank’s Spanish-language site: what happens when a Spanish-speaking user hits a page that was never translated.
Banking
UI & Interaction Design
Business Challenge
U.S. Bank was building a full Spanish-language site with no plan for untranslated pages.
Serving 52M Hispanic Americans in Their Own Language
U.S. Bank set out to build a fully Spanish-language website for the 52 million Hispanic Americans who make up nearly 17% of the US population. Neither Chase nor Wells Fargo had solved what happens when a Spanish-browsing user lands on a page that was never translated - this needed a UX pattern that didn’t yet exist in retail banking.
Users got no warning when a link dropped them into untranslated English content.
Wells Fargo used a small dagger symbol many users missed; Chase gave no indicator at all, mixing languages with no clear relationship between them. Spanish-speaking users were left frustrated and underserved with zero context for why the page suddenly changed.
Design Process & Solution
A/B-tested modal system, built accessibility-first and aligned to the SHIELD design system.
I ran remote A/B testing across icon-only, banner, and modal approaches: banners went unnoticed, icons were misread without context, and modals were the only pattern users reliably understood. The final system - a custom icon in desktop/mobile and light/dark variants, paired with a modal - built accessibility into the design from day one rather than treating it as a review afterthought.
Results & Impact
The first language-transition UX pattern of its kind in US retail banking.
The Spanish Language Indicator shipped as the first pattern of its kind in US retail banking, validated through research and built to scale to future language expansions. The work also led Sergio to an author-level A11Y certification and a presentation on accessibility practices to 130+ designers across the org.

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