Customer Experience Strategy for Mexican Bank

Client: Confidential (Mexico) Industry: Financial Services Project Focus: Customer Experience Strategy, Persona Development, Journey Mapping, Gamification, and Personalization

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.

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.

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

Discovery Workshop Facilitation (Mexico City)

Persona Development & Journey Mapping

Experience Design for Gamification & Rewards

Messaging & Engagement Frameworks

Cross-Channel Activation Planning