Bimbo
Transforming individual actions into meaningful collective impact
Role
Product Designer - UX UI
Industry
B2B / B2C Commerce
Platform
Web
Impact
Increased user engagement
Reframing the Problem
People supported the cause.
They didn't understand their impact.
Grupo Bimbo launched a social impact initiative designed to connect physical activity with charitable contributions.
The concept was simple:
Users run. Bimbo donates.
However, the digital experience struggled to create a meaningful connection between user actions and campaign outcomes.
While users could understand the mission, they often couldn't understand how their participation contributed to it.
As a result, users lacked motivation, visibility into their progress, and a clear sense of contribution.
01
Impact was difficult to understand
Users struggled to connect individual actions with collective outcomes.
02
Progress lacked visibility
The experience provided limited feedback around achievements, milestones, and contribution.
03
Participation required too much interpretation
Users needed to mentally connect their actions to the campaign's broader mission.
The turning point
We weren't designing a social impact campaign. We were designing participation
Individual progress and contribution lacked visibility throughout the experience.
Users were 2x more likely to engage when they could clearly see how their actions contribute
Small amounts of friction reduced engagement and long-term participation.
Emotional connection influenced participation more than campaign awareness.
"The challenge wasn't helping users understand the cause. It was helping them understand their contribution."
Understanding the users
Became the foundation for every design decision that followed.
Sofía
Participant
Wants to contribute to meaningful causes through everyday activities. Needs visibility into her impact, progress, and achievements to stay motivated and engaged.
Carlos
Community Member
Feels motivated by collective goals and shared achievements. Needs to understand how individual contributions help create larger outcomes.
Laura
Campaign Manager
Responsible for increasing participation and engagement. Needs experiences that create emotional connection, reduce friction, and encourage ongoing involvement.
→ How might we make social impact feel personal?
→ How might we help users understand the value of their contribution?
→ How might we create stronger motivation through progress and achievement?
→ How might we reduce friction between intention and participation?
→ How might we connect individual actions to collective impact?
Make individual impact visible
Users were more motivated when they could clearly see how their actions contributed to broader outcomes. The experience was redesigned to connect personal activity with campaign progress in a transparent and meaningful way.
Design around progress and achievement
Users needed feedback that reinforced participation over time.
Progress indicators, milestones, and contribution tracking helped transform participation into a more rewarding experience.
Reduce participation friction
Every additional step reduced the likelihood of engagement. The participation flow was simplified to help users move from intention to action with minimal effort
Shift narrative from awareness to contribution
Instead of focusing primarily on the campaign, the experience focused on the participant's role within it. The user became the hero of the story.
