Digital Transformation & Customer Experience
Designing a customer-centered digital transformation strategy that modernized financial services through experience, technology and organizational change.
As Strategic Designer at IBM, I co-led discovery and concept work for FNA's digital transformation, designing co-creation workshops and customer journeys.
FNA needed to modernize its customer relationship and shift adoption to digital channels while preserving trust and accessibility for a broad citizen base.
A new digital experience — including the FNA Ahorro web dashboard and mobile app — accelerated digital adoption and reshaped the customer journey end to end.
We defined a customer-centered digital transformation strategy that connected business objectives, customer experience and organizational change into a unified omnichannel vision.
Through user research, co-creation and service design, we developed the customer experience principles, digital strategy, customer archetypes and mobile experience that translated the transformation vision into a tangible product roadmap.
The result was a validated strategic framework that aligned business, technology and customer experience teams while establishing the foundation for a seamless omnichannel financial services ecosystem.
We designed a customer-centered digital transformation strategy that translated customer insights into a cohesive omnichannel experience for both customers and employees.
The four customer archetypes became the foundation for designing a personalized mobile experience and targeted marketing campaigns, ensuring that digital interactions, communication and service journeys responded to different customer needs and behaviors.
To support the transformation, we also defined the customer experience strategy, future-state journeys and a change management framework that aligned business, technology and frontline teams around a shared vision.
The result was a validated digital experience that combined a mobile application, personalized customer engagement and organizational adoption into a unified transformation roadmap.
From problem space to live service.
Understanding Customer Reality
Explore customer behaviors, business objectives and service delivery challenges to identify opportunities for digital transformation.
- · Stakeholder Interviews
- · Customer Research
- · Fly on the Wall
- · Channel Audit
Defining the Experience Vision
Translate research into a customer experience strategy by defining customer archetypes, experience principles and the future-state omnichannel journey.
- · Customer Archetypes
- · Experience Principles
- · Future-State Journeys
- · Envision Workshops
Designing Personalized Experiences
Transform the strategy into tangible digital experiences by designing personalized interactions, mobile journeys and communication strategies tailored to each customer archetype.
- · Mobile Experience Design
- · Service Blueprint
- · Communication Strategy
- · Co-creation Workshops
Driving Digital Adoption
Enable organizational adoption through change management, governance and cross-functional alignment to support the successful implementation of the new customer experience.
- · Change Management
- · Governance Model
- · Cross-functional Alignment
- · Adoption Mechanics
- Shifted the transformation approach from digitizing existing processes to redesigning the customer experience around user needs and behaviors.
- Established four customer archetypes as the foundation for personalized digital experiences, communication strategies and service interactions.
- Designed an omnichannel experience strategy that connected digital and physical touchpoints into a seamless customer journey.
- Used the mobile application as the primary enabler of the future customer experience, rather than treating it as a standalone digital product.
- Integrated change management into the transformation strategy to align employees, business teams and technology around a shared customer experience vision.
