Transforming a 60-Year-Old Tourist Guide into a Digital Experience
Client
Chiletur Copec
Role
Senior CX Consultant
Agency
Grey
Duration
8 months
The Challenge
For over 60 years, Chile's largest petrol company had published physical tourist guides. The product was well-established but had shallow penetration among international tourists and the 18-35 age group — and zero online presence. The question wasn't whether to go digital, but how to create an omnichannel experience that enhanced rather than replaced the physical product.
The Process
Data-Driven CX Approach
Collaborated with the business intelligence team to analyse customer survey data and market research. The findings revealed a clear gap: while 41% of users preferred internet/apps for travel information, the brand had no digital presence. This wasn't just a channel problem — it was a business model transformation.
Service Blueprint & Journey Mapping
Created a comprehensive service blueprint mapping the entire customer journey across physical and digital touchpoints. This revealed critical opportunities at the intersection of physical service stations and digital services — moments where the brand could add value that pure-digital competitors couldn't.
Design Sprints & MVP
Ran multiple design sprints to rapidly prototype and test the mobile app experience. Rather than building everything at once, we focused on an MVP that validated the core hypothesis: that users would engage with a digital Chiletur that combined travel planning with loyalty rewards and geo-localisation.
Loyalty Program & Gamification
Designed a gamified loyalty program that connected digital engagement to physical visits at Copec service stations — creating a virtuous cycle that neither the physical guides nor standalone apps could achieve alone.
The Outcome
Delivered a customer experience ecosystem that connected mobile app, website, guide books, service stations, and commercial partners. Led the CX approach from strategy through MVP launch in a compressed timeline. The digital strategy I designed is still in use four years after launch.
4.7
App Store rating
4+ yrs
Strategy still in use