Design Roles

Discover the roles in design by specialty within the bank.

Visual Design

To represent concepts and ideas in a visual way attending different fidelity levels (from sketching to user interface visual design) to facilitate the exploration and decision-making. Ensure graphic excellence and brand consistency.

Interaction Design

To design digital interactions for the users by participating on its definition, information architecture and technical fit and organizing the flow of actions to help the user understand the product and make it accessible and intuitive to use.

Design Research

To plan and manage content for services and products. Produce content and texts clear, concise, and useful to help and guide the user throughout their journeys. Work closely with design and marketing teams to create corporate style guidelines.

Service Design

The use of a holistic approach to create products and services, with an objective to define its value proposition and make it tangible.

Content Design

Plans, produces and manages the contents of services and products. Produces clear, concise and useful content and text to assist and guide the user along their journey. 

UI Development

To stand for user interface design from the technology side. They craft and code the front-end of software and applications understanding the organization technology, platforms, and resources. To make technology more easy and accessible to users.

Design Operations

To support the design team project plan definition and knowledge management. To look for design resources, budget allocation and its follow up. To have a holistic project view and maintain constant communication and relationship building with the team and stakeholders to support connections and knowledge exchange.

General technical skills

General technical design skills are those shared by all people on the design team regardless of their sub-discipline or specialty. They are the foundation of design practice.

  • The designer has specific skills to bring the voice of the client to the decision-making of a project at different moments of the design process and from different approaches. He or she also has varying degrees of Human Centered Design (HCD) knowledge and expertise.

  • The designer has resources to be able to help a heterogeneous group of stakeholders to focus on decision making and to obtain shared commitments.

  • The ability to make tangible in artefacts with different degrees of fidelity the solutions given to the problems raised.

  • The ability to organize people, resources and tasks of a project to achieve the objectives set, in a scheduled timeline.

  • The ability to analyse and understand contexts of different complexity and see different points of view on the same problem, with the intention of generating a decision making process. Analytical thinking allows problems to be broken down into simpler parts in order to make better decisions.

  • The ability to observe, question or correctly investigate the facts or hypotheses that are presented to us before a problem to be solved. To use design or research tools to ensure the quality of the information available to us, avoiding any confirmation bias and to be able to gather diverse information to reach logical and justified conclusions to make better decisions.

  • The ability to propose different solutions to the same challenge, enriching the development of a project with new ideas. To know how to manage uncertainty, showing creative confidence in the resolution of a given challenge.

  • To get to know and integrate the different corporate guides that affect the design of services and products at BBVA - brand principles, design system,... - and to transfer the Design team's vision to the environments they work with.

  • The designer knows and applies the Agile methodology in his/her way of working within the organisation.

  • The designer knows and applies the Behavioral Economics approach in his/her design practice.

  • The designer knows the synergies between Data and Design at different levels and contexts of his/her design practice.

  • To get to know and apply BBVA's strategy on sustainability in her/his daily practice of Design, advocating inclusion and sustainable development.

In detail

If you are employee of the design team in BBVA and want to know more about our skill model and design skills to date, find out more in this presentation.

Visual Design

Specific Technical Skills

  • Application of brand criteria
    Understanding the bank's brand identity. Knowledge of the manuals and their application to the visual elements of the design.

  • Fundamental knowledge of visual design (visual language)

    The knowledge of design theory (line, form, space, texture, value and colour, elements of design, balance and harmony, rhythm and movement).

  • Hi-fi prototyping

    The knowledge and ability to use tools and create artefacts in high fidelity.

  • Motion graphics

    The knowledge of animation to realize pieces of the design and to implement them in diverse contexts.

  • Iconographic design

    The ability to synthesize complex concepts or ideas into a single figure while maintaining a certain formal similarity.

  • Illustrative design

    The ability to represent ideas, concepts or representations of reality by means of illustration or drawing.

  • Accessibility applied to visual design

    The knowledge of the concepts of accessibility established by the applicable regulations.

Interaction Design

Specific Technical Skills

  • Navigation flow designs
    The ability to design flow charts that represent the steps a user can take when doing a job, trying to achieve a goal or navigating through a product.

  • Information architecture

    The ability to understand and organize content and information for use by a user. Knowing how to group them, represent them and how they relate to each other.

  • Prototyping of interactive interfaces

    The ability to represent in different low-fidelity devices, ideas, concepts and solutions that help to understand how the navigation and interaction with that touchpoint will be.

  • Usability

    The knowledge and understanding of tools, techniques and theory of usability As well as the ability to apply such things to make designs understood by users and help them achieve their goals efficiently, effectively and satisfactorily.

  • Affordance

    It is the ability to make designs with the property of being understood to function naturally within their context. That the form of a solution denotes the function for which it has been designed.

Design Research

Specific Technical Skills

  • Objectivity
    Awareness of human limitations in the face of objectivity, and the ability to investigate from subjectivity.

  • Empathy

    Control of skills such as neutrality and active listening to be able to put yourself in someone else's situation, without getting emotionally involved.

  • Definition and scope of the research

    The ability to identify the need to activate an investigation. define approach and organise the different phases of an investigation with users.

  • Knowledge and execution of research techniques

    The knowledge needed to apply and control research methodologies.

  • Information processing and learning construction

    The faculty of organising, questioning, reasoning, finding and arguing logic from which to extract key learning for decision making.

Service Design

Specific Technical Skills

  • Strategic design
    The ability to articulate concepts, facts and hypotheses, in order to make decisions considering the future implications of that decision making. To understand design in a holistic way, impacting with its practice on culture, organizational structure, people management or change management.

  • Tangibility of concepts

    The ability to work with abstract concepts and direct them towards design decisions, making them tangible in solutions and courses of action.

  • Business model design

    The knowledge of the principles of business model design, as well as its own tools and techniques. To generate synergies between the business objectives and the customer experience.

  • Service Design Techniques

    The knowledge and understanding of Service Design tools and techniques, such as User journeys, Service Blue Print, Value Proposition, etc.

Content Design

Specific Technical Skills

  • Content strategy
    Plan the organization to create and publish useful and appropriate content for the audience in different channels or contexts.

  • Written communication

    Generation of clear, concise and useful texts for the user Knowledge of different creative writing and copywriting techniques.

  • Narrative / Storytelling

    Knowledge of narrative structures applicable to any piece of communication

  • Voice application (One voice) and tone modulation

    Knowledge of the qualities of BBVA's verbal identity and ability to write texts that are suitable for different situations, contexts or formats.

UI Development

Specific Technical Skills

  • Programming languages and processors
    Knowledge and fluency in the use of programming languages used in BBVA: HTML, CSS, JavaScript and associated libraries, frameworks or processors: Webcomponents, SASS, etc.

  • Patterns and component libraries

    Knowledge and use of software standards in the field of component development and implementation libraries (LitElement, Cells, Ember, etc.).

  • Accessibility

    Knowledge of applicable regulations in terms of accessibility and their application in the context of developing digital solutions.

  • Front end development tools, package managers, environments

    Both for the production of code and for the configuration of automated tasks, management of packages or dependencies and installation and configuration of local development environments.

  • Use of repositories

    Advanced management in the use of commands and functionalities of GIT repositories.

Design Operations

Specific Technical Skills

  • Management and monitoring of budgets and resources
    Ability to allocate economic resources, material resources and people to projects in an efficient manner, focused on obtaining the best results.

  • Knowledge management and project documentation

    Faculty to understand the documentary needs of a project, from the perspective of the different stakeholders. Knows how to categorise information, make it transparent within and outside the team and make it available to interested people. Fluency in reporting and data analysis.

  • Conflict management

    Ability to resolve possible conflicts, communication errors or expectations management in order to generate good synergies within work teams.

  • Management process optimization tools

    Curious about the new software that can facilitate the management of the processes of the Design operations, with a focus on their optimization.