LATAM Pass faced the challenge of restructuring the gamification behind its customer evolution journey. Users struggled to perceive their progress, understand the benefits of advancing their profiles, and fully leverage the program’s offerings. To address this, a design and product strategy was implemented to align user experience with the program’s objectives. The approach focused on creating a more intuitive, visually engaging interface that highlighted milestones and rewards, while seamlessly integrating new features. Additionally, LATAM Pass underwent a comprehensive overhaul of its program, requiring a scalable points system and interface design to support future benefits, challenges, and rewards. This strategy ensured not only a better user experience but also the adaptability needed for long-term growth and innovation.