Gen-Z Social Ally Chatbot
Conversational design for post-pandemic mental health support
Role
Lead Product Designer
Responsabilites
User research, conversational design, stakeholder negotiation, UX strategy
Scope
End-to-end design (research, flows, content strategy, visual design)
Duration
8 weeks
Tools
WhatsApp Business API, Infobip, Figma, User testing
Results
Live WhatsApp chatbot across LATAM markets
We set out to design a chatbot that could meet Gen-Z users where they are: online, on their phones, and in need of safe, stigma-free spaces.
The goal was to create a conversational ally that felt human, approachable, and trustworthy, while also supporting the organization’s objective to increase engagement in digital support services.
Context
Post-pandemic Gen Z faced unprecedented social interaction challenges, with 40% reporting difficulties in personal interactions.Sprite, operating under the "Heat Happens" campaign, needed to establish authentic connections with this demographic across diverse LATAM markets while navigating complex regional cultural differences and technical constraints.
What was at stake?
How can Sprite connect and "become friends" with Gen Z through an easy-access digital product that feels personal rather than promotional?
Sprite needed a solution that could balance user trust with business goals like adoption and data capture. Success meant stronger engagement, lower early drop-off, and a clear path toward deeper service use. At the same time, the complexity lay in creating a unified brand experience across LATAM while respecting local cultural nuances, internet slang, and humor styles that varied dramatically between countries such as Mexico and Brazil.
To develop the solution, our team had to coordinate with Coca-Cola’s official providers, including Infobip for chatbot technology and Studio X for multimedia content such as images and audio.
The Solution: A Chatbot
We designed a chatbot that feels like a supportive peer. It uses localized language, short adaptive flows, and a trust-first approach that delays registration until after users experience value. Users consistently described it as “chatting with a friend, not filling out a form".
The content, tied to the #HeatHappens campaign, provided fun and engaging ways to help teenagers navigate awkward social situations. The chatbot was linked to Sprite cans and bottles via a QR code, allowing us to track interactions and include an optional registration survey to measure brand engagement.
Positive user perception
of tone and flow
Stronger brand recognition
through the sprite
+62
%
interaction completion rate in the first weeks
Conceptually, the chatbot performed well during its first few weeks, achieving an interaction rate of 62% of completed purchases. However, the client later decided to add a mandatory registration screen requiring too much user data, which led to a sharp drop in engagement and negative feedback on social media. 😖
The approach
Research Driven Foundation
Led comprehensive user research across multiple LATAM countries, engaging directly with Gen Z users to understand their digital behavior patterns, cultural references, and communication preferences. We started with a mix of methods:
Semi-structured interviews
we conducted 12 interviews with LATAM Gen-Z participants from different countries and cultural backgrounds
Secondary research
on post-pandemic Gen-Z behavior
Benchmark analysis
with Gen-Z participants from different cultural backgrounds
Design Principles
From research, we defined guiding principles that shaped every decision:
Keep it human
Sound like a peer, not a form
Build trust first
Value before data
Adapt to context
To generate closeness
These principles acted as decision filters, helping us navigate stakeholder demands and technical trade-offs.
Conversational Flow Architecture
Designed a value-first interaction model that subverted traditional lead generation approaches. The flow prioritized immediate gratification—users received instant access to memes, stickers, or escape tools upon initial contact. Registration was strategically positioned after value delivery, framed as an opportunity to unlock personalized, higher-quality content rather than a barrier to access.
8
sec
Attention spans demand instant gratification
74
%
Spend free time online, primarily communicating through devices
Dominates as the preferred communication platform
Memes
Represent Gen-Z natural digital language
Strategic Design Decisions
Conversational Experience
Designed interaction flows that mimicked authentic friend-to-friend conversations rather than traditional brand messaging, embedding business requirements seamlessly within natural dialogue patterns.
Platform Strategy
Championed WhatsApp as the primary touchpoint to eliminate download friction and leverage existing user behavior patterns.
Content Localization
Developed framework for hyper-localized content that maintained brand consistency while adapting to regional humor, slang, and cultural contexts.
Key Stakeholder Negotiations
Data Collection Strategy
Initially, stakeholders demanded extensive user information upfront. Through user testing evidence, successfully advocated for a progressive disclosure approach—offering immediate value through free memes/stickers before gradually collecting registration data through subsequent conversations.
Content Risk Management
Navigated tension between brand safety and cultural authenticity. Some humor elements were considered "risky" by stakeholders, but user research demonstrated their importance to Gen Z internet culture. Established middle-ground framework that maintained authenticity while respecting brand guidelines.
Technical Integration
Managed complex technical requirements integrating existing Coca-Cola security protocols and databases with WhatsApp's infrastructure, ensuring seamless user experience despite backend complexity.
Learnings
Cultural Design at Scale
Balancing brand consistency with local authenticity requires systematic frameworks rather than one-size-fits-all approaches. Success depends on deep cultural research and flexible design systems.
Conversational Commerce Strategy
Users accept data collection when value is demonstrated first. Progressive disclosure in conversational interfaces can achieve business objectives while respecting user autonomy.
Stakeholder Alignment Through Evidence
User testing data becomes powerful negotiation currency when advocating for user-centered decisions that may initially seem risky to stakeholders.
Platform-Native Design
Leveraging existing user behavior patterns (WhatsApp usage) eliminates adoption barriers more effectively than creating new interaction paradigms.
