Alejandro Díaz
Promote Caixabank users’ well-being and mental health through AI.
Caixabank
January 2025 – March 2025
Useful knowledge, deeply connected to the app’s core operations
Navigation in banking apps generally follows a predominantly direct pattern.
Users focus on specific tasks such as making transfers, checking transactions, or reviewing their financial status, avoiding more exploratory interactions.
This doesn’t mean they lack interest in improving their financial well-being, it simply shows that they prioritize quick, goal-oriented solutions.
That’s why content must be integrated seamlessly and actionably within these operational flows, transforming transactional moments into educational opportunities without interrupting the experience.
Not just content, but actionable content
In a financial ecosystem where many apps and platforms already offer educational resources, differentiation doesn’t come from adding more content, it comes from making it relevant and actionable within the user’s daily context.
More progressiveness: evolving with users
Not all users have the same needs, nor are they at the same stage in their financial journey.
Personalization can’t be static or generic, it must be a continuous process that evolves with each client.
We approached this by facilitating a constant dialogue with the app, where users receive both content and tools tailored to their level of knowledge, behavior, and goals.
This not only enhances the experience but also builds a closer and more meaningful relationship with users, helping them progress at every stage of their financial momentum.
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