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Context
During the pandemic, the digital divide became a chasm. While the world moved online, millions of vulnerable people across Latin America were left behind—cut off from basic resources, health information, job opportunities, and education. To bridge the gap of limited digital literacy, unreliable information access, and minimal contact with the digital economy, Fundación Capital created ConHéctor, a free virtual assistant available 24/7 on WhatsApp and Facebook Messenger. ConHéctor delivers practical, personalized recommendations on finance, health, education, income generation, and more, helping people living in poverty make informed decisions and improve their quality of life.

By 2021, ConHéctor had reached over 5,500 users across Colombia, México, Peru, and Paraguay, teaching them how to manage money, use digital payment methods, and make online sales. With support from the Skoll Foundation and Colombian government agencies, the platform set an ambitious goal: reach 100,000 people across Latin America to drive economic recovery.

The Challenge
There was a bottleneck. Behind ConHéctor's conversational interface was a manual, fragmented content management process. Creating campaigns required technical expertise, making it nearly impossible for partner organizations to replicate the platform independently.

How might we design a self-service CMS that empowers non-technical teams to create, manage, and measure conversational campaigns independently?

Approach
I collaborated on the UX design for ConHéctor's next-generation CMS, working closely with Fundación Capital stakeholders to understand the complete campaign lifecycle—from strategy to content creation to measuring impact.
Through stakeholder interviews and workflow mapping, we identified four distinct user workflows, each with unique needs:

Strategy & Direction: - Campaign creation and status overview
- Content development supervision
- Participant database monitoring
- Offer promotion oversight across the ConHéctor network

Content Management:- Multimedia content creation and editing for campaigns
- Conversation flow design for chatbot interactions
- Reception and engagement measurement

Participant Management:- Database feeding and registration workflows
- Participant record editing and segmentation
- Usage and adoption analytics

Offer Management:- Promotional offer creation and editing
- Campaign-specific offer deployment
- Impact measurement and optimization

Through workflow mapping sessions and iterative prototyping, we designed role-specific interfaces that balance simplicity with the sophisticated capabilities needed to run data-driven communication campaigns.

The Solution
We designed a web-based CMS that transforms complex chatbot management into an intuitive, guided experience. The system enables teams to:

📢 Design conversational journeys through a visual flow editor, creating the menu-based interactions users navigate in WhatsApp. 
📂 Manage participant databases with smart segmentation for targeted messaging across different Latin American contexts.
📈 Monitor campaign performance through role-specific dashboards showing user engagement, content adoption, and conversation completion rates.
✅ Localize content with built-in tools for neutral Latin American Spanish and regional adaptations

The design prioritizes simplicity and empowerment, allowing organizations with limited technical resources to leverage conversational AI for social impact.

Impact
The ConHéctor CMS design positioned ConHéctor to evolve into a scalable platform for digital inclusion across Latin America. 

By making conversational AI accessible through standardized, empowering workflows, the CMS enabled partner organizations to independently create campaigns that bring economic opportunities to people living in poverty, closing the digital divide one conversation at a time.