US Bank
US Bank

Consumer for U.S. Bank

How I used my Latin heritage to reach 52M users

How I used my Latin heritage to reach 52M users

How I used my Latin heritage to reach 52M users

How I used my Latin heritage to reach 52M users

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.

Placeholder - UX process
Placeholder - UX process

The Scale Dilemma

The Scale Dilemma

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.

Placeholder - workflow diagram
Placeholder - workflow diagram
Placeholder - whiteboard session
Placeholder - whiteboard session

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.

Placeholder - design sketch
Placeholder - design sketch

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.

Placeholder - team member
TAKEAWAYS
Product Design
for US Bank

The most underrated design skill at an enterprise company is knowing how to work within a design system rather than around it. SHIELD wasn't a constraint, it was infrastructure. Building the Language Indicator within its rules meant the pattern could be adopted across the entire site without a redesign. Systems thinking isn't just about the component. It's about the component's relationship to everything that already exists.

Cultural context is a form of user research you can't conduct in a usability test. As a Latin American designer, I understood the difference between a Spanish interface that was translated and one that was localized: the micro-copy choices, the tone, the expectation of being genuinely considered rather than accommodated. That understanding shaped decisions no competitive audit or A/B test could have surfaced alone.

The hardest UX problems aren't the ones where something is missing, they're the ones where something is partially present. A half-translated website is more disorienting than no translation at all, because it creates an expectation it can't fulfill. Designing for the gap, the in-between state required as much empathy for user confusion as for user intent. That's a design problem most systems ignore.

FAQ

01

What industries or domains do you have the most experience in?

02

What does your design process actually look like day to day?

03

How do you work with engineers? Do you code?

04

What's your philosophy on AI tools in design work?

05

You mention teaching and coaching volleyball alongside your design career. Why does that matter professionally?

06

You've been at startups most of your career. Can you work in a larger organization?

07

Are you available for consulting or freelance work?

08

You've co-founded companies and been a Head of Design. Are you looking to go back to an individual contributor role?

09

What kind of work energizes you most?

10

What's the best way to reach you?

What industries or domains do you have the most experience in?

What does your design process actually look like day to day?

How do you work with engineers? Do you code?

What's your philosophy on AI tools in design work?

You mention teaching and coaching volleyball alongside your design career. Why does that matter professionally?

You've been at startups most of your career. Can you work in a larger organization?

Are you available for consulting or freelance work?

You've co-founded companies and been a Head of Design. Are you looking to go back to an individual contributor role?

What kind of work energizes you most?

What's the best way to reach you?

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©2026

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©2026