Mapping multilingual journeys and building scalable content systems for one of Latin America’s most trusted banks
Latin American Bank: Journey Mapping & Personalization Strategy
Client: Confidential (Mexico)
Industry: Financial Services
Project Focus: Customer Experience Strategy, Persona Development, Journey Mapping, Gamification, and Personalization
Challenge
One of Mexico’s largest banks sought to elevate its mobile banking experience to deepen customer loyalty and engagement across key segments — from digital-first youth to established professionals and affluent lifestyle users. Despite a strong product foundation, the bank needed a clearer, more human-centered understanding of its customer journeys and activation triggers to unlock differentiated experiences.
Approach
I led a strategic CX engagement for the bank, beginning with a custom in-person workshop in Mexico City that brought together key stakeholders from digital, marketing, product, and data teams. This collaborative session laid the foundation for:
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We developed vivid, behavior-driven personas — including Diego (a tech-savvy student), Carla (an ambitious urban professional), and Roberto (an experienced financial planner). These personas represented real-life financial goals, pain points, and preferences, ensuring that all future activations were rooted in human needs.
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We crafted omnichannel journey maps tailored to each persona, visualizing critical moments across their financial lives — from onboarding and goal setting to gamified savings, event activations, and loyalty tier upgrades.
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Each persona was mapped to a custom set of experience enhancements, such as:
XP-based reward challenges (e.g., save $500 this week, unlock 2x1 flights)
Social saving tools, milestone-based streaks, and loyalty incentives
Interactive, in-app event activations tied to sports or lifestyle perks
Personalized nudges and WhatsApp engagement triggered by behaviors
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We provided a blueprint for a multichannel ecosystem leveraging push notifications, emails, social posts, and app-based prompts. These were aligned to trigger key emotional motivators: ambition, security, convenience, and reward.
Outcomes
Human-Centered CX Strategy that informed the bank’s digital roadmap
Three fully formed personas + journeys deployed across internal teams
Gamification frameworks tailored to lifestyle, financial stage, and goals
Personalized messaging + channel strategy ready for activation across segments
Stakeholder alignment across digital, data, and marketing teams post-workshop
Services Provided
Discovery Workshop Facilitation (Mexico City)
Persona Development & Journey Mapping
Experience Design for Gamification & Rewards
Messaging & Engagement Frameworks
Cross-Channel Activation Planning
