JOSÉ LYON — Integrated & Product MarketingNew YorkAvailable for roles and projects
JOSÉ LYON

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Case study · AI Product Marketing

From AI feature to useful financial guidance.

Positioning personalized saving and spending guidance inside Oriental’s mobile and online banking.

Client
Oriental Bank, via Yonder Consulting
My role
Strategy lead
Scope
Value proposition, feature narrative, adoption strategy, creative brief
01

The problem

Business context

The challenge

An AI feature can describe its technology without giving customers a reason to use it. Oriental needed to show how its guidance could help with everyday money decisions.

02

The strategy

Value proposition

The insight

Insight: useful guidance starts with a money decision, not an AI feature

The shift

I positioned the AI layer around personalized guidance drawn from a customer’s own financial behavior. I led with useful saving and spending advice rather than technical capability.

01 / 03
Start with a useful money decision. — Strategy slide
Start with a useful money decision.Strategy slide
From a signal to a small win. — Strategy slide
From a signal to a small win.Strategy slide
One feature story across the journey. — Strategy slide
One feature story across the journey.Strategy slide
03

The campaign

Adoption campaign

The idea

Small wins, noticed.

I connected a familiar behavior with a relevant next step.

Small wins, noticed. — People-led campaign presentation · adapted visual
Small wins, noticed.People-led campaign presentation · adapted visual

Selected work

Different jobs, different formats
01 / 06
Awareness / payday creative — Campaign adaptation · illustrative UI
Awareness / payday creativeCampaign adaptation · illustrative UI
Consideration / what it does — Explainer · illustrative UI
Consideration / what it doesExplainer · illustrative UI
Acquisition / Story steps — Step-by-step guidance · illustrative UI
Acquisition / Story stepsStep-by-step guidance · illustrative UI
Consideration / social feed — A different creative execution · illustrative UI
Consideration / social feedA different creative execution · illustrative UI
Outdoor / billboard — Adapted campaign in context
Outdoor / billboardAdapted campaign in context
Branch / poster — Adapted campaign in context
Branch / posterAdapted campaign in context

Execution

I developed the customer value proposition, feature narrative, adoption strategy and creative brief. I translated the capability into practical customer benefits while keeping the earlier platform migration separate from the AI layer.

Channels
Mobile and online banking
Market
Puerto Rico
Assets
Feature narrative and adoption communication
04

The result

Outcome

Outcome

The work established a customer-facing explanation for the guidance layer. Feature-level adoption or performance results are not documented. The earlier Smart Banking migration is a separate phase.

05

Concept exploration

Not in market

Concept idea

Small wins, noticed.

I make useful financial signals tangible through familiar moments, then show the next step.

Small wins, noticed — Key visual · Concept · not in market
Small wins, noticedKey visual · Concept · not in market

Concept work

01 / 01
Mobile rollout / three phones together — Concept exploration · illustrative UI
Mobile rollout / three phones togetherConcept exploration · illustrative UI

Execution

I explored a key visual, payday message, step-by-step explainer and mobile formats. Every screen is illustrative. The work does not demonstrate a live product, feature launch, measured behavior or adoption.

Formats
Key visuals, explainer and mobile
Channels
Proposed
Flight
None
Market
Proposed Puerto Rico

Takeaway

Turning customer data into useful guidance.

More work

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