Axel Baez

At BanCoppel, I applied behavioral science and data analysis to identify performance gaps and develop KPI-grounded content strategies that reduced customer friction. For Buen Fin 2024, I reviewed 14 studies, defined two behavioral buyer personas, selected evidence-based levers, and mapped touchpoints. I also wrote behavior- and data-driven transactional and advertising copy for a four-day campaign covering three BanCoppel card products. It included six user touches across email, push, SMS, WhatsApp, and display. As UX Lead at BanCoppel, I led a three-person team designing front-end screens for banking products in the mobile app. A redesigned customer journey increased onboarding completion by 75% over prior benchmarks. My experience also includes verifying business listings and recording confirmed operational data for TELUS Digital, as well as managing social content and accounts for six point-of-sale products at Ambit Technology. I’m now focused on building a career in data, using Excel, Power BI, and SQL to collect, quality-check, and analyze information.