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.

Experience Map: Young Segment

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:

  • 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.

  • 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.

  • 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

  • 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

Experience Map: Young Segment
Persona: Young Segment
Persona: Mature Segment
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