towards the future: migrating users, mitigating risks
towards the future: migrating users, mitigating risks
towards the future: migrating users, mitigating risks
the challenges of evolving a Super App for diverse customers and products
8 min read
project overview
In mid-2023, I embarked on a large-scale project for one of Latin America’s biggest financial institutions. The mission? Consolidate various customer segments and their numerous apps into a single, streamlined superapp. Before this initiative, the superapp existed but focused mainly on account holders, leaving significant gaps in critical areas like credit cards, which still had a separate app that was beginning to show its age.
Unifying multiple banking apps into a single, seamless superapp for one of Latin America’s largest banks wasn’t just about merging features — it was about rebuilding customer trust. A previous migration process had had poor communication, which led to confusion and financial losses, leaving customers frustrated and disengaged.
The fragmented system also created challenges internally:
outdated tech: some apps, like the robust credit cards app, were nearing obsolescence
decentralized services: multiple apps made it hard to evolve platforms or deliver consistent customer experiences
customer pain points: complex, unclear journeys across channels frustrated users. Some of the credit card's main journeys (like credit card's available limit and limit overflow) were not yet available in the superapp and were inconsistent across other channels (like ATMs and bankline), leading to disappointment and a lack of trust
previous disastrous migration: a few months earlier, a first migration happened for some of our white label users, who were migrated to another credit card app. It did not go well and we had significant financial and branding losses due to poor communication with clients during the process and inconsistencies in clients' registers originated within the bank
who was i in the team?
I served as the UX designer on the migration team, unifying team and onboarding squads, moving squads over time. My role evolved in this period:
migration team: I mapped current and future customer journeys, designed two key experiences (credit card's available limit and limit overflow), and pioneered the design system for desktop devices
unifying team: I created migration communication plans and pieces and oversaw multi-channel strategies for mitigating risks during migration
onboarding squad: was the person responsible for centralizing efforts for the superapp Guided Tours in the Credit Cards unit's products
my dedication and expertise in migration challenges led to recognition by my superiors as the go-to reference for migration-related matters
my approach
To tackle this massive challenge, I focused on three key areas:
mapping customer journeys and identifying critical gaps to improve before migration, instead of trying to do everything at once
designing migration strategies and communication plans and pieces that addressed past failures of a previous migration
testing solutions with real customers to make sure our ideas worked in a real-world scenario while refining and optimizing the experience
main outcomes
I have successfully mapped and redefined two priority customer journeys for the migration across different channels (mobile, desktop, bankline and ATM machines): credit card's available limit and limit overflow
in a cross-collaboration effort, me and my team have developed a detailed, multi-channel communication strategy to guide customers throughout the superapp migration process
I have delivered innovative solutions, including desktop interfaces and standardized guided tours, leveraging the bank’s design system to multiple channels
improved customer trust and satisfaction by addressing pain points and ensuring a seamless transition to the superapp
Unifying multiple banking apps into a single, seamless superapp for one of Latin America’s largest banks wasn’t just about merging features — it was about rebuilding customer trust. A previous migration process had had poor communication, which led to confusion and financial losses, leaving customers frustrated and disengaged.
The fragmented system also created challenges internally:
outdated tech: some apps, like the robust credit cards app, were nearing obsolescence
decentralized services: multiple apps made it hard to evolve platforms or deliver consistent customer experiences
customer pain points: complex, unclear journeys across channels frustrated users. Some of the credit card's main journeys (like credit card's available limit and limit overflow) were not yet available in the superapp and were inconsistent across other channels (like ATMs and bankline), leading to disappointment and a lack of trust
previous disastrous migration: a few months earlier, a first migration happened for some of our white label users, who were migrated to another credit card app. It did not go well and we had significant financial and branding losses due to poor communication with clients during the process and inconsistencies in clients' registers originated within the bank
who was i in the team?
I served as the UX designer on the migration team, unifying team and onboarding squads, moving squads over time. My role evolved in this period:
migration team: I mapped current and future customer journeys, designed two key experiences (credit card's available limit and limit overflow), and pioneered the design system for desktop devices
unifying team: I created migration communication plans and pieces and oversaw multi-channel strategies for mitigating risks during migration
onboarding squad: was the person responsible for centralizing efforts for the superapp Guided Tours in the Credit Cards unit's products
my dedication and expertise in migration challenges led to recognition by my superiors as the go-to reference for migration-related matters
my approach
To tackle this massive challenge, I focused on three key areas:
mapping customer journeys and identifying critical gaps to improve before migration, instead of trying to do everything at once
designing migration strategies and communication plans and pieces that addressed past failures of a previous migration
testing solutions with real customers to make sure our ideas worked in a real-world scenario while refining and optimizing the experience
main outcomes
I have successfully mapped and redefined two priority customer journeys for the migration across different channels (mobile, desktop, bankline and ATM machines): credit card's available limit and limit overflow
in a cross-collaboration effort, me and my team have developed a detailed, multi-channel communication strategy to guide customers throughout the superapp migration process
I have delivered innovative solutions, including desktop interfaces and standardized guided tours, leveraging the bank’s design system to multiple channels
improved customer trust and satisfaction by addressing pain points and ensuring a seamless transition to the superapp
data from our customer services about the previous - disastrous - migration showed a huge increase in the call center service and a big risk in terms of client experience. 66% of the calls were a second contact with customer support due to lack of instructions on how to access the new app
project goal
project goal
To unify all banking services into a single superapp that offers consistent, intuitive, and secure experiences for all customers. Migration should be smooth, as frictionless as possible and guarantee that account holders, credit card holders and mixed clients would have the best possible experience in their financial life. At the moment this project started, the superapp was mainly used by account holders (wether they had one of our credit card products or not), while the credit card holders with no current account could only use the credit card's app
data from our customer services about the previous - disastrous - migration showed a huge increase in the call center service and a big risk in terms of client experience. 66% of the calls were a second contact with customer support due to lack of instructions on how to access the new app
business objectives
business objectives
increase customer retention after migration by improving trust and satisfaction and centralizing everything banking in a single app
simplify app maintenance and scalability with a unified platform
avoid the financial losses and brand damage experienced in previous migration
who were we doing it for?
who were we doing it for?
Primarily for credit card holders, the group most affected by the migration. Through extensive research and interviews with clients, we found out that their main concerns included:
not wanting to open a (new) checking account
maintaining a sense of security comparable to or better than their previous app
flattening the learning curve with the new interface
initial strategies taken
a multi-disciplinary, cross-units team was built to address migration holistically, combining design, technical, and business insights
this team has leveraged lessons from the first, failed migration to prioritize clear communication and reduce friction
we have utilized the bank’s new design system to ensure consistency and accessibility across platforms
highlights from research
highlights from research
We conducted extensive research to ensure our solutions were customer-centric:
interviews: individual interviews with dozens of customers revealed their pain points, fears, and preferences for the migration process
customer data analysis: insights from customer service teams showed that lack of clarity in communication and technical hurdles were the primary drivers of dissatisfaction in the previous migration effort
usability testing: early prototypes of the migration process were tested, highlighting areas where friction occurred, such as setting up secure logins and installing security tokens
customer sentiments: many customers expressed concerns about the perceived security of the new app versus the old one, underscoring the importance of trust in the migration strategy
These findings shaped our approach, ensuring that our solutions directly addressed the most critical user concerns
some past research highlights about login and security concerns
some past research highlights about login and security concerns
how should we do it to offer the best experience to our clients?
To provide the best experience, we anchored our strategy on three core principles:
clarity
customers should know exactly what to expect and what actions to take at each step of the migration
trust
reinforce the bank’s commitment to security and reliability, ensuring customers feel safe during and after the migration
simplicity
design the migration process and the new journey’s interface to flatten the learning curve, catering even to less tech-savvy users
This approach ensured customers felt supported throughout the process, reducing potential resistance or confusion
👆 this is the communication used to inform users on the first migration attempt. That screen generated doubt, insecurity and frustration, since there were no instructions on what to do next and no explanation on the change being made - leading to no trust being built
👆 this is the login screen shown after downloading the new app. The users should touch the "I don't have a password on this app yet" button, but majority of them went for the "I have a login", as they believed their data had been carried from the old app. This login button would not work for them, leading to an increase on customer support calls
on the left, the communication used to inform users on the first migration attempt. That screen generated doubt, insecurity and frustration, since there were no instructions on what to do next and no explanation on the change being made - leading to no trust being built
on the right, the login screen shown after downloading the new app. The users should touch the "I don't have a password on this app yet" button, but majority of them went for the "I have a login", as they believed their data had been carried from the old app. This login button would not work for them, leading to an increase on customer support calls
steps to get there
mapping journeys
we analyzed existing customer journeys across all platforms to identify gaps and inconsistencies
collaborating across teams
I have conducted workshops with business, tech, and design teams to align on goals and identify technical and user experience dependencies
developing communication strategies
across different areas, we have built a phased communication plan to guide customers through the migration process step by step
iterating on solutions
refined prototypes and designs based on feedback from user testing and internal stakeholders
testing at scale
finally, we ran comprehensive usability tests with diverse customer profiles to ensure inclusivity and accessibility
journey mapping for the migration effort that included different client profiles, deadlines and expected outcomes
solutions developed
communication plan
a multi-channel strategy (push notifications, SMS, emails) at key intervals (D-60 to D0) to keep customers informed and prepared and guide them through the way
onboarding journeys
deep links were integrated to guide users directly to critical onboarding steps, reducing friction and confusion
guided tours
created walkthroughs for customers based on their profiles, helping them explore the new app’s features
design system implementation
leveraged the bank’s design system (bDS) for consistent and accessible interfaces across channels and platforms
some details on one of the screens developed to inform and guide clients to migrate to the superapp
testing
We tested extensively to ensure our solutions worked for all customers:
qualitative interviews
explored customer reactions to communication tone, onboarding steps, and login processes
prototype testing
iterated on designs to address pain points, especially around security and ease of use
acessibility validation
collaborated with QA teams to meet WCAG standards, ensuring inclusivity for all users
some details on one of the screens developed to inform and guide clients to migrate to the superapp
main highlights from tests
main highlights from tests
communication clarity significantly reduced customer anxiety
deep links led to a faster onboarding process compared to manual navigation
customers felt the new app maintained their sense of security, with minimal resistance to the new interface
attention points
attention points
ensuring messaging consistency across all communication channels
addressing technical edge cases, such as inactive account records
balancing enhanced security with user-friendliness to minimize friction
some details on one of the screens developed to inform and guide clients after migrating to the superapp
some details on one of the screens developed to inform and guide clients after migrating to the superapp
main outcomes
I have successfully mapped and redefined two customer journeys for the migration across different channels (mobile, desktop and ATM): credit card's available limit and limit overflow
in a cross-collaboration effort, me and my team have developed a detailed, multi-channel communication strategy to guide customers throughout the superapp migration process
delivered innovative solutions, including desktop interfaces and guided tour templates, leveraging the bank’s design system to multiple channels
improved customer trust and satisfaction by addressing pain points and ensuring a seamless transition to the superapp
reflecting upon this experience, I improved my:
adaptability in unknown scenarios
learned to navigate complex, changing environments and seek solutions proactively
influence on the team
helped align teams across the bank to achieve shared goals and got recognized by leaders as a reference in migration matters
decision-making process
made informed design choices despite limited upfront data, leveraging cross-team collaboration
quick learning of new hard skills
developed new abilities with design systems and desktop UI development for scalable solutions
thank you
thank you
________________________________________________________________________________________________
____________________________________________________________________________________
if you would like to talk about this project (or other subjects), feel free to send me a message at
stephanierts@gmail.com
journey mapping for the migration effort that included different client profiles, deadlines and expected outcomes
project overview
In mid-2023, I embarked on a large-scale project for one of Latin America’s biggest financial institutions. The mission? Consolidate various customer segments and their numerous apps into a single, streamlined superapp. Before this initiative, the superapp existed but focused mainly on account holders, leaving significant gaps in critical areas like credit cards, which still had a separate app that was beginning to show its age.
Unifying multiple banking apps into a single, seamless superapp for one of Latin America’s largest banks wasn’t just about merging features — it was about rebuilding customer trust. A previous migration process had had poor communication, which led to confusion and financial losses, leaving customers frustrated and disengaged.
The fragmented system also created challenges internally:
outdated tech: some apps, like the robust credit cards app, were nearing obsolescence
decentralized services: multiple apps made it hard to evolve platforms or deliver consistent customer experiences
customer pain points: complex, unclear journeys across channels frustrated users. Some of the credit card's main journeys (like credit card's available limit and limit overflow) were not yet available in the superapp and were inconsistent across other channels (like ATMs and bankline), leading to disappointment and a lack of trust
previous disastrous migration: a few months earlier, a first migration happened for some of our white label users, who were migrated to another credit card app. It did not go well and we had significant financial and branding losses due to poor communication with clients during the process and inconsistencies in clients' registers originated within the bank
who was i in the team?
I served as the UX designer on the migration team, unifying team and onboarding squads, moving squads over time. My role evolved in this period:
migration team: I mapped current and future customer journeys, designed two key experiences (credit card's available limit and limit overflow), and pioneered the design system for desktop devices
unifying team: I created migration communication plans and pieces and oversaw multi-channel strategies for mitigating risks during migration
onboarding squad: was the person responsible for centralizing efforts for the superapp Guided Tours in the Credit Cards unit's products
my dedication and expertise in migration challenges led to recognition by my superiors as the go-to reference for migration-related matters
my approach
To tackle this massive challenge, I focused on three key areas:
mapping customer journeys and identifying critical gaps to improve before migration, instead of trying to do everything at once
designing migration strategies and communication plans and pieces that addressed past failures of a previous migration
testing solutions with real customers to make sure our ideas worked in a real-world scenario while refining and optimizing the experience
main outcomes
I have successfully mapped and redefined two priority customer journeys for the migration across different channels (mobile, desktop, bankline and ATM machines): credit card's available limit and limit overflow
in a cross-collaboration effort, me and my team have developed a detailed, multi-channel communication strategy to guide customers throughout the superapp migration process
I have delivered innovative solutions, including desktop interfaces and standardized guided tours, leveraging the bank’s design system to multiple channels
improved customer trust and satisfaction by addressing pain points and ensuring a seamless transition to the superapp
data from our customer services about the previous - disastrous - migration showed a huge increase in the call center service and a big risk in terms of client experience. 66% of the calls were a second contact with customer support due to lack of instructions on how to access the new app
project goal
To unify all banking services into a single superapp that offers consistent, intuitive, and secure experiences for all customers. Migration should be smooth, as frictionless as possible and guarantee that account holders, credit card holders and mixed clients would have the best possible experience in their financial life. At the moment this project started, the superapp was mainly used by account holders (wether they had one of our credit card products or not), while the credit card holders with no current account could only use the credit card's app
data from our customer services about the previous - disastrous - migration showed a huge increase in the call center service and a big risk in terms of client experience. 66% of the calls were a second contact with customer support due to lack of instructions on how to access the new app
business objectives
increase customer retention after migration by improving trust and satisfaction and centralizing everything banking in a single app
simplify app maintenance and scalability with a unified platform
avoid the financial losses and brand damage experienced in previous migration
who were we doing it for?
Primarily for credit card holders, the group most affected by the migration. Through extensive research and interviews with clients, we found out that their main concerns included:
not wanting to open a (new) checking account
maintaining a sense of security comparable to or better than their previous app
flattening the learning curve with the new interface
initial strategies taken
a multi-disciplinary, cross-units team was built to address migration holistically, combining design, technical, and business insights
this team has leveraged lessons from the first, failed migration to prioritize clear communication and reduce friction
we have utilized the bank’s new design system to ensure consistency and accessibility across platforms
highlights from research
We conducted extensive research to ensure our solutions were customer-centric:
interviews: individual interviews with dozens of customers revealed their pain points, fears, and preferences for the migration process
customer data analysis: insights from customer service teams showed that lack of clarity in communication and technical hurdles were the primary drivers of dissatisfaction in the previous migration effort
usability testing: early prototypes of the migration process were tested, highlighting areas where friction occurred, such as setting up secure logins and installing security tokens
customer sentiments: many customers expressed concerns about the perceived security of the new app versus the old one, underscoring the importance of trust in the migration strategy
These findings shaped our approach, ensuring that our solutions directly addressed the most critical user concerns
some past research highlights about login and security concerns
some past research highlights about login and security concerns
how should we do it to offer the best experience to our clients?
To provide the best experience, we anchored our strategy on three core principles:
clarity
customers should know exactly what to expect and what actions to take at each step of the migration
trust
reinforce the bank’s commitment to security and reliability, ensuring customers feel safe during and after the migration
simplicity
design the migration process and the new journey’s interface to flatten the learning curve, catering even to less tech-savvy users
This approach ensured customers felt supported throughout the process, reducing potential resistance or confusion
👆 this is the communication used to inform users on the first migration attempt. That screen generated doubt, insecurity and frustration, since there were no instructions on what to do next and no explanation on the change being made - leading to no trust being built
👆 this is the login screen shown after downloading the new app. The users should touch the "I don't have a password on this app yet" button, but majority of them went for the "I have a login", as they believed their data had been carried from the old app. This login button would not work for them, leading to an increase on customer support calls
on the left, the communication used to inform users on the first migration attempt. That screen generated doubt, insecurity and frustration, since there were no instructions on what to do next and no explanation on the change being made - leading to no trust being built
on the right, the login screen shown after downloading the new app. The users should touch the "I don't have a password on this app yet" button, but majority of them went for the "I have a login", as they believed their data had been carried from the old app. This login button would not work for them, leading to an increase on customer support calls
steps to get there
mapping journeys
we analyzed existing customer journeys across all platforms to identify gaps and inconsistencies
collaborating across teams
I have conducted workshops with business, tech, and design teams to align on goals and identify technical and user experience dependencies
developing communication strategies
across different areas, we have built a phased communication plan to guide customers through the migration process step by step
iterating on solutions
refined prototypes and designs based on feedback from user testing and internal stakeholders
testing at scale
finally, we ran comprehensive usability tests with diverse customer profiles to ensure inclusivity and accessibility
journey mapping for the migration effort that included different client profiles, deadlines and expected outcomes
solutions developed
communication plan
a multi-channel strategy (push notifications, SMS, emails) at key intervals (D-60 to D0) to keep customers informed and prepared and guide them through the way
onboarding journeys
deep links were integrated to guide users directly to critical onboarding steps, reducing friction and confusion
guided tours
created walkthroughs for customers based on their profiles, helping them explore the new app’s features
design system implementation
leveraged the bank’s design system (bDS) for consistent and accessible interfaces across channels and platforms
some details on one of the screens developed to inform and guide clients to migrate to the superapp
testing
We tested extensively to ensure our solutions worked for all customers:
qualitative interviews
explored customer reactions to communication tone, onboarding steps, and login processes
prototype testing
iterated on designs to address pain points, especially around security and ease of use
acessibility validation
collaborated with QA teams to meet WCAG standards, ensuring inclusivity for all users
some details on one of the screens developed to inform and guide clients to migrate to the superapp
main highlights from tests
communication clarity significantly reduced customer anxiety
deep links led to a faster onboarding process compared to manual navigation
customers felt the new app maintained their sense of security, with minimal resistance to the new interface
attention points
ensuring messaging consistency across all communication channels
addressing technical edge cases, such as inactive account records
balancing enhanced security with user-friendliness to minimize friction
some details on one of the screens developed to inform and guide clients after migrating to the superapp
some details on one of the screens developed to inform and guide clients after migrating to the superapp
main outcomes
I have successfully mapped and redefined two customer journeys for the migration across different channels (mobile, desktop and ATM): credit card's available limit and limit overflow
in a cross-collaboration effort, me and my team have developed a detailed, multi-channel communication strategy to guide customers throughout the superapp migration process
delivered innovative solutions, including desktop interfaces and guided tour templates, leveraging the bank’s design system to multiple channels
improved customer trust and satisfaction by addressing pain points and ensuring a seamless transition to the superapp
reflecting upon this experience, I improved my:
adaptability in unknown scenarios
learned to navigate complex, changing environments and seek solutions proactively
influence on the team
helped align teams across the bank to achieve shared goals and got recognized by leaders as a reference in migration matters
decision-making process
made informed design choices despite limited upfront data, leveraging cross-team collaboration
quick learning of new hard skills
developed new abilities with design systems and desktop UI development for scalable solutions
thank you
__________________________________________
if you would like to talk about this project (or other subjects), feel free to send me a message at
stephanierts@
gmail.com
journey mapping for the migration effort that included different client profiles, deadlines and expected outcomes