Lucia Bustamante
Design leadership that moves the metrics that matter.
12+ years across voice AI, fintech, SaaS, and enterprise platforms— from onboarding conversion to retention systems that scale.
I lead distributed teams across product, engineering, and design, balancing speed with rigor — shipping without sacrificing quality standards.
Top 50 Global Female Leader — Santander W50 · Founder, Mujeres IT (1,600+ members)
Sr. Product Designer — Onboarding & Home Screen Redesign (Aug 2025 – present)
The problem: The onboarding process had high friction before the first transaction (high TTFT), and the home screen didn't reflect the user's actual priorities—generic layout, little personalization.
Milestones:
Increased sign-up conversion from 40% to 60%
Removed friction points across the sign-up flow and redesigned it around clear task progress instead of a generic checklist — while routing users more directly into core flows like Add/Withdraw. The result: more users completing sign-up and reaching value faster.
Increased Add/Withdraw entry rate from 43.8% to 60.4%
By redirecting a larger share of new users into the Add/Withdraw flow (43.8% → 60.4%), while maintaining a steady 24% conversion within that flow, the redesign increased the volume of users converting app-wide — proving that funnel reach, not just funnel efficiency, was the bottleneck.
Redesigned the home screen hierarchy
Argued against parallel views for each user profile (which fragmented design and maintenance) and in favor of a single, dynamically reordered home screen—reducing complexity for both the engineering team and the user.
Director of Product and Product Design — Agent training, Call history, Payments, Plans (Jul 2024 – Jan 2026)
Milestones:
Making Sense of Complex Call Data
Redesigned call history into an intuitive filtering system and a scannable table with clear status indicators (Completed, Meeting booked, User declined), instead of a dense, undifferentiated log where every call looked the same regardless of outcome.
Simplifying Agent Configuration for Non-Technical Users
Restructured agent setup from a flat, jargon-heavy form into a guided, step-by-step configuration with grouped sections and non-technical examples for every field, reducing the ambiguity that previously caused incomplete or misconfigured agents.
From Generic AI to Project-Specific Expertise
Knowledge pack system that associates specialized training data, so agencies could give each client's agent its own expertise instead of maintaining one undifferentiated source of truth.
Conversational Setup with the AI Copilot
Designed the AI Copilot, a voice- and text-based assistant that guides users through agent and project setup via natural conversation, instead of requiring them to fill out every configuration field manually.
Product Design Manager — Onboarding & Home Screen Redesign (Sept 2022 – Jun 2024)
The problem: Day-to-day tasks were complex and time-consuming. The existing app was built exclusively for employees, leaving customers without visibility into their own orders and progress — while employees, in turn, had to log into multiple external tools just to complete routine tasks. The result was a fragmented experience on both sides.
Milestones:
Closing the Gap Between Employees and Customers
Unified customer and employee experiences under a single platform, giving both sides shared visibility into orders and documents in real time, instead of relying on disconnected systems that created information gaps between what customers saw and what employees knew.
Rebuilding the Settlement Statement from the Ground Up
Redesigned the Settlement Statement — a dense, Excel-like view central to every transaction — into an editable, customizable interface with built-in export options and automated deposit and disbursement calculations, instead of a static spreadsheet that required manual updates and offered no flexibility for different transaction needs.
Jon Price, Product Manager
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