To uncover these insights, we used a combination of ethnographic techniques, including in-depth interviews, visual diaries, and contextual observations. This allowed us to deeply understand the preferences, behaviors, and needs of different customer segments.
The project delivered actionable strategic guidelines for designing and launching a new savings account in Latin America. The result was a product that is now recognized as one of the most attractive and competitive savings accounts in the market. This success has laid the foundation for the digital bank to strengthen its position as a leader in Latin America, driving growth and customer loyalty.