Continuous improvement of access to Concierge.

Concierge — LATAM Airlines' in-app AI travel assistant — lived behind a single card on the Home tab. One button on that card was the whole way in.

The worst-performing reference banner sitting beside the Concierge card was still clearing 10% — ten times the card's rate, for a far less useful feature. That gap said the problem wasn't Concierge's quality; it was that almost nobody knew to start.

For the business: Concierge was a real product bet with engineering behind it, returning nothing while the invitation kept failing. For the user: travellers who'd have gotten real value from the assistant — inspiration, flights, a place to plan from — never saw a reason to open the conversation.

Content design across every Concierge entry point on Home and Shop > Flights — the title, description and CTA on each card. The accessibility fix on the access button. And the quick-reply content strategy: mining chat intents in BigQuery and writing the suggestion sets for each user state.

The constraint was real — six weeks, no new components, minimal engineering. Whatever shipped had to be words and pixels on a card that already existed.

Inside the chat, suggested prompts were already driving 40–50% of all interactions. So we asked a sharper question: what if the card showed those quick replies instead of a paragraph of description? Suggestions don't just save typing — they teach people what Concierge can actually do.

Three moves, each picked because it needed no new component. A content pass on every card's title, description and CTA — drafted with an internal content assistant trained on our voice & tone, a golden set of vetted responses, and outside content-design references. A copy change on the Shop > Flights access button. And an accessibility pass on the button itself, whose tri-colour gradient was failing AA contrast for the label sitting on top of it.

The button's label sat on a three-colour gradient that ran from magenta through a light mid-blue. Over those light tones, white text measured 2.8 : 1 — under the WCAG AA minimum. Re-anchoring it to a two-stop gradient — Purple 700 into Teal 500 — kept the brand energy and pushed contrast to 4.9 : 1.

On the flight-search surface, the access button said only "Discover with AI." We made it say exactly what it does for someone already booking a flight — "Buscar vuelos con LATAM AI." Same button, same place, one honest line of copy.

We branched the quick-reply content by state: no upcoming trip, an upcoming trip, and the 48-hour pre-trip window.

Every move ran as a controlled experiment, measured on access rate and first-message rate, split by user state. The suggestion sets themselves were grounded in data before a single one was written — seeded from the top user intents in chat, mined in BigQuery.

The 48-hour pre-trip window was the one inconclusive cell — it's being re-tested with a suggestions-only variant.

The biggest lift didn't come from new UI — it came from saying, in the right place, exactly what a button already did. Suggestions went further: they didn't just save a tap, they taught people what Concierge could do.