Visa redesigns benefits platform to boost customer experience in partnership with Thoughtworks

THE ThoughtWorks, a global technology consultancy that integrates design, engineering, and artificial intelligence to drive digital innovation, ojoins forces with Visa to create and offer a more seamless customer experience, personalized, and innovative, with the aim of increasing engagement, loyalty, and growth. With the evolution of Vai de Visa, Visa benefits program for cardholders, and the use of the latest emerging technologies, Users now enjoy a more cohesive and intuitive journey, contributing to increased customer lifetime value and retention.

The project was born from a strategic challenge: with the travel segment gaining prominence in the payment methods market, Visa identified an opportunity to further strengthen its presence in this area. The initiative sought to reinforce the brand's position as a benchmark in "travel" and, At the same time, create a differentiated D2C (direct-to-consumer) experience, focusing on travel benefits as a way to increase end-consumer satisfaction.

"At Visa, we continuously strive to deliver digital experiences that live up to our commitment to innovation and excellence. The partnership with Thoughtworks was crucial in transforming a strategic challenge into a concrete solution, putting the customer at the center of everything. The new Vai de Visa represents a significant advancement in how we connect with our users, offering a more intuitive, relevant navigation aligned with our positioning in the travel universe," highlights Mariana Dinis, Executive Marketing Director at Visa.

To support the evolution of Vai de Visa, Thoughtworks contributed to defining a new experience model by applying a design and innovation methodology to structure the challenge and prioritize journeys that would be redesigned. The project also involved creating a robust and documented strategic product plan, with organized deliverables to facilitate the work of Visa's development team.

"This project demonstrates how technology can add value to both the business and its customers. Based on our decades of experience, we know that digital transformations that generate extraordinary impact begin by putting the customer at the center of the experience. With an agile and collaborative approach, we were able to create a modern and intuitive journey, aligned with market best practices and the expectations of a demanding public," says Viviana Tobar, Vice President of Markets, Banking, Financial Services and Insurance at Thoughtworks LATAM.

The result was the launch of a new digital experience, with a completely redesigned interface and improved usability. Now, Visa customers can access partner offers and travel benefits much more easily, in line with e-commerce best practices.