El diseño como mediador organizacional en la creación de una estrategia de comunicación transmedia gamificada en el Global Service Center de DHL Bogotá

Abstract

This systematization of experience is based on the professional internship carried out in the Human Resources area of DHL’s Global Service Center (GSC) in Bogotá, focused on strengthening internal communication and employee participation in engagement activities. Following the identification of low interaction with corporate communications, the project proposes the design of a gamified transmedia communication strategy aimed at revitalizing internal channels and fostering a sense of belonging. Through a Double Diamond methodology and a qualitative, exploratory approach, the outcome was a practical guide for the implementation of a communication strategy that integrates transmedia narratives and gamification to promote active interaction, motivation, and emotional connection with the brand. The experience highlights the role of design as an organizational mediator capable of transforming internal communication into a participatory and meaningful experience, contributing to employee well-being, cohesion, and community building within the organization.