TRUSTED BY 20+ BRANDS ACROSS 10 INDUSTRIES WORLDWIDE.
United States Clients
I’ve been fortunate to lead and collaborate with wonderful people and companies to transform digital experiences. In the U.S., I built and led a team to redesign CNB’s consumer and business portals and mobile apps. Previously, crafted a new UX vision for Microsoft Dynamics GP and TGI Friday’s mobile app, and facilitated product innovation workshops for JLL. I also developed the B2B and CX strategy for US Foods, designed an immersive web experience for Herbalife Nutrition, and created micro-sites for The Church of Jesus Christ of Latter-day Saints
Canada & UK Clients
At RBC, I built and led a team that drove award-winning Client and User Experience initiatives for RBC Wealth Management and RBC Insurance. I also founded X1, an internal consulting practice that delivered strategic insights and service design across seven verticals while training over 3,000 colleagues in Design Thinking. Additionally, I redesigned mobile and hybrid apps for Subaru and Kia Motors, spearheaded the development of design systems for Rogers and WIND Wireless, and had the privilege of teaching Interactive Design at Humber College, a rewarding opportunity to mentor the next generation of designers.
South America Clients
I’m originally from Colombia, where my career began. At 25, driven by a vision for better design, I founded Pinxelar Inc., a creative studio that provided brand and digital production for Leo Burnett and its clients, including Kellogg’s products. We also partnered directly with BBVA, Legrand, RedAssist, and other renowned brands, delivering tailored digital applications. Over time, Pinxelar became one of Colombia’s leading digital studios, recognized for its industry impact.
The Challenge
In 2020, City National Bank managed $63 billion in assets but faced low digital adoption and outdated operational processes. Upon joining CNB, I prioritized defining baseline metrics to uncover key challenges.
- 46% of clients found the multi-channel digital experience disjointed and outdated.
- Only 18% of UX work was seen as successful in achieving core business goals, while 82% of internal partners felt UX deliverables fell short of expectations.
- The lack of a unified approach led to siloed teams and the absence of a cohesive, omni-channel client experience strategy.
How might we elevate and simplify CNB's client experience and increase our colleagues' trust and collaboration in order to contribute to business growth, drive digital adoption, and reduce attrition and operational risk?
The Transformation
Over five years, I redefined B2B and B2C banking experiences with measurable OKRs and impact. To drive this, I built and scaled cross-functional teams across US and Canada and developed the TOPS Framework (Thinking, Operations, Practice, and System), advancing design maturity and maximizing business value across CNB’s digital ecosystem.
This work contributed to CNB’s client adoption, retention, increase in deposits, and total assets growth—from $63B in 2020 to over $94B in 2024, a 33.8% increase.
Key Outcomes
- 1,500+ fewer monthly call center inquiries, increasing client trust and generating $3.7M+ in operating cost savings per month.
- Redesigned business and consumer digital products to resolve 300+ user pain points, leading to a 35% increase in active users and a 23% boost in mobile app satisfaction.
- Increased design operations efficiency by 81% through improved processes, design standards, and quality of hand-offs and outputs.
TOPS FRAMEWORK
DESIGN THINKING
DESIGN OPERATIONS
DESIGN OPERATIONS
Built cross-functional partnerships and trust with over thirty groups, established a dedicated research team, and embedded a culture of client empathy, user-centered data, and innovation.
Outcome: 250% increase in user insights and a 75% boost in data-driven decision-making.
DESIGN OPERATIONS
DESIGN OPERATIONS
DESIGN OPERATIONS
Created a consistent, predictable, end-to-end process and model for delivering design value across Product, Technology, and Business teams.
Outcome: 81% increase in design efficiency, fully integrating design and research teams into SAFe Agile processes.
DESIGN PRACTICE
DESIGN OPERATIONS
DESIGN PRACTICE
Co-developed programs, standards, and tools to nurture talent and mature CNB’s UX frameworks and culture, ensuring best-in-class digital experiences.
Outcome: 100% retention rate over three years and 70+ learning & skills development sessions enabled.
DESIGN SYSTEM
DESIGN OPERATIONS
DESIGN PRACTICE
Founded CNB’s first design system, Roxbury, to streamline digital delivery, enhance efficiency, and ensure consistency, usability, and accessibility across all digital products.
Outcome: 3X increased speed to market, adopted by 20+ projects and in-house and external teams.
THOUGHT LEADERSHIP
Design Strategy & Practice
Is client and user experience a true priority in your organization? How do you know?
Simplification is one of the most fundamental principles of good design
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End to end Design Thinking approach for CX and UX that delivered results
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Slides from my University of Toronto lecture, delivered to an audience of over 500 professors and students
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Culture Transformation
What is your company doing to create a measurable Human-Centered culture?
An interview with Andres Ospina, Director of Human-Centered Design at RBC
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I love teaching, mentoring and giving back to the next generations of designers
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"Andres is a world class UX, design and creative leader. During our tenure together at City National Bank, he helped to transform our digital platforms - and our organization - by putting human-centered design at the heart of everything we did. He made me and our entire organization better every day. That's not something I've seen before"
Greg Smith
SVP, Digital Banking at Banc of California
"Andres coached my product team on design thinking, profoundly impacting our skills and approach. Under his leadership, we developed an MVP technology product that continues to transform how JLL’s leasing business sells... I look forward to working with him again."
Mike Rodan
Head of Technology Sales, JLL
"Andres is a visionary leader in human-centered design, pioneering design thinking at RBC Wealth Management and driving global adoption across the U.S., Canada, and Europe. His leadership in talent acquisition, digital strategy, and system design contributed to winning awards for best digital applications. His expertise is essential in the AI era."
Rick Hariman
CIO, RBC WM / CNB