Resolved Cases
A gamified investigation experience for Bancolombia that turned customer-service training into playable cases. Around 1,200 analysts practiced uncovering the real needs behind customer complaints through observation, deduction and decision-making.
What was the challenge?
Bancolombia needed to help around 1,200 analysts develop a deeper understanding of customer complaints and learn to identify the needs behind them.
Instead of teaching employees what to answer, we designed an experience that asked them to investigate why the customer was asking in the first place — making learning contextual, active and engaging, embedded in a 21-day experience designed around repetition and habit formation.
What was the idea?
Turn every complaint into a case to solve. Real customer situations became interactive investigations: players explored the environment, interacted with customers, identified clues and reconstructed the situation before deciding how to respond.
Players had access to 8 cases and 21 days to complete at least 6 of them. After solving a case, they answered a question connected to Bancolombia's strategy to unlock the next stage and qualify for a reward. Repeated play was part of the behavioral design, not just a scheduling constraint.
What was my role?
Head of UX Design · Game Designer · Art Director · Project Manager · Creative Director.
I translated the experience strategy into user stories, interaction flows, dialogue branches, characters, environments and gameplay logic, and led the visual direction of the game world. I also led the project from concept through delivery: approximately three months of production with a team of three illustrators, a graphic designer, a Unity developer and a backend developer, coordinated through Jira and developed within Bancolombia's security requirements.
How did it come to life?
Scenario-based gameplay, clue discovery, deductive reasoning, progression, rewards and constant feedback turned a traditional learning objective into an active challenge: Observe → Explore → Find clues → Interpret → Decide → Solve.
Behind the story sat a full system. An administrative dashboard allowed the team to monitor player activity and access usage data. The final product was not just a game — it connected behavioral strategy, UX, game mechanics, content, art, technology and measurement.
What changed?
The project transformed customer-service training from a passive learning activity into an interactive investigation, giving analysts a way to practice identifying customer needs rather than simply being told how to respond.
Quantitative results were not documented.
