Projects
AI Acceleration & Adoption 
16 Selected cases
SANTANDER
Redesign of the Probate Services
We redesigned Banco Santander’s estate planning service to simplify a complex process and incorporate a people-centered approach. We analyzed the emotional context of grief and transformed the probate process into a service that guides the beneficiary. We reimagined the end-to-end customer journey, expanded our support beyond banking transactions, and designed touchpoints and communications aimed at maintaining the beneficiary’s relationship with the bank.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
An experience designed to make the bank’s app the preferred channel
We designed a personalized experience to drive adoption of the Santander app based on each customer’s level of digital maturity. We analyzed profiles and barriers, defined a progression matrix, and identified the most relevant features for each phase. Based on these needs, we built the content architecture and an omnichannel experience across CRM, the website, and account managers, aimed at increasing digital autonomy.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
Behavioral Design and Tailored Creativity for the Bank’s Insurance Products
We supported the launch of Banco Santander’s pet, health, and home insurance products with a strategy based on behavioral economics and behavioral design. We analyzed the motivations and emotional profiles of their potential customers, defined archetypes and messaging matrices, and developed creative concepts tailored to each stage of the funnel. We also designed the navigation, information architecture, and web-based qualification and self-segmentation mechanisms.
CX & Strategy
Design Experience
SANTANDER
Brand experience developed through a full-funnel strategy for the Smart account
We turned a promotional initiative to celebrate Smart’s one million customers into a campaign that integrated customer acquisition, loyalty, branding, and performance. We segmented and personalized communications based on the target audience’s affinities, developed results-driven creative, and contextualized the pieces within their respective ecosystems. We rounded out the activation with flow planning, traffic qualification, and a CRM journey tailored to each objective.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
A personalized experience to encourage the use of an investment platform
We designed a personalized journey to guide each user toward investing and support their growth within the Bolsas y Mercados platform. Based on an analysis of data and user behavior, we identified three archetypes based on investment experience and risk tolerance. We validated features, services, and value propositions through testing and developed a go-to-market strategy with messaging, channels, and impact tailored to each profile.
CRM & Loyalty
CX & Strategy
Data & Intelligence
Design Experience
SANTANDER
Redesigning the Communication Experience for Card Payments
Together with Santander Global Cards, we redefined the communication experience associated with card payments. We integrated features, channels, and messages under a common model to simplify communications and make them clearer and more relevant, especially at critical moments in the customer journey. The new approach strengthened trust, improved the perception of value, and established a consistent and scalable foundation for its implementation in global markets.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
Communication Strategy to Attract, Convert, and Retain Customers
We designed a communication strategy to facilitate customer acquisition and migration to an account with a complex subscription model. We tailored messages and engagement tactics to each stage of the funnel and specific scenarios, coordinating paid and owned channels with site navigation and landing pages. We rounded out the model with specific assets for each phase and a personalized onboarding strategy aimed at strengthening customer loyalty.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
A New Omnichannel Relationship Model for the Bank
We redesigned Banco Santander’s customer relationship model to better leverage each customer’s knowledge and context. We defined an omnichannel strategy that integrates contact planning, new visual and verbal branding, a modular “mobile-first” system, and automated, personalized processes powered by data and machine learning. We incorporated measurement and feedback systems to continuously optimize communications.
CRM & Loyalty
CX & Strategy
Data & Intelligence
Design Experience
Technology & Transformation
CAIXABANK
Creating Segment Clusters with BI to Optimize Digital Lead Generation
We developed an advanced segmentation model to identify the profiles with the greatest potential for CaixaBank based on affinity, value, propensity to switch, and digital behavior. We began with a representative survey of the Spanish population and applied statistical clustering models to detect patterns without any prior hypotheses. We then interpreted, prioritized, and characterized the segments, translating them into specific communication frameworks to promote the value proposition of digital accounts in a more relevant and personalized way.
CRM & Loyalty
CX & Strategy
Data & Intelligence
MARKEL
Boosting Business Efficiency with Dynamics 365
Markel was managing its business operations with information scattered across Outlook, Sisnet, and other tools, making it difficult to coordinate between teams and gain visibility into the pipeline. We designed and implemented a CRM in Dynamics 365 as a single source of truth, integrating Outlook to consolidate contacts, calendars, and opportunities. We structured and automated the sales opportunity and renewal cycle, and created a scalable data architecture with unified dashboards to improve tracking and decision-making.
CRM & Loyalty
Data & Intelligence
Technology & Transformation
SANTANDER
Design Experience and Growth Team for the Growth of Santander Universidades’ Digital Platforms
We collaborate with Banco Santander and Santander Universidades to drive the growth and impact of the Santander Open Academy and Santander X platforms by optimizing processes and enhancing the digital experience. We work with a growth-oriented team to improve user acquisition and platform performance, enhance the digital experience, and foster engagement.
CRM & Loyalty
Design Experience
SANTANDER
Improving the Cross-Platform Experience Through a Common Identifier
Santander Universidades seeks to generate synergies to improve the user experience across its various digital platforms through the integration of a single identifier (One ID). The project focused on creating a common narrative and fostering strategic collaboration across departments, improving personalization and reducing friction when navigating between platforms, while optimizing user profiling to deliver an integrated, seamless experience.
CRM & Loyalty
Design Experience
Technology & Transformation
SANTANDER
Comprehensive redesign of the Santander Open Academy platform to deliver a personalized experience
We collaborated on the redesign of Santander Scholarships at Santander Open Academy based on its new value proposition—from the structure of the offering to the architecture of the user experience—focusing on the users’ actual needs. Through research, interviews, and stakeholder workshops, we developed a strategy that ensures a personalized and efficient experience.
CRM & Loyalty
CX & Strategy
Design Experience
SANTANDER
Customizing the User Onboarding Process
We increased one of the product's key KPIs—the job posting sign-up rate—by minimizing the amount of information requested from users on the onboarding form before they sign up for a job posting.
CRM & Loyalty
CX & Strategy
Data & Intelligence
Design Experience
DKV
Redesign of the digital experience for the medical provider network of a health insurance company
We developed an agile methodology to redesign DKV’s Medical Directory, creating an information and sales tool that meets the needs of both customers and the sales team. We built a modular and consistent UI kit, resulting in a responsive and accessible platform optimized for cross-selling and upselling.
CRM & Loyalty
Design Experience
DKV
Turning Medical Wait Times into Value to Build Customer Loyalty
We partnered with a health insurance company to turn waiting times at clinics into valuable moments for patients. From concept to delivery, we designed and prototyped an innovative solution that integrates online and in-person experiences, improving user satisfaction and creating new business opportunities.
CRM & Loyalty
CX & Strategy
Design Experience