USER EXPERIENCE AND
A design research consultancy focused on delivering purpose-driven, human-centered design and innovation solutions to create better products, services, communication strategies, and brands.
USER EXPERIENCE & SERVICE DESIGN PROJECTS:
Berkeley, CA, Sept. 2018- Mar. 2019
YLabs is a design strategy firm focused on youth, engaged by Pathfinder International through a Gates funded project to understand the reduction of Bias in the delivery of healthcare services to young women in West and East Africa and South Asia, I was part of the research and prototyping team that conducted prototype research in Tanzania, Pakistan and Burkina Faso. My role in this project ranged from service and experience design to research, prototyping and user experience, as well as some interventions in brand development and graphic.
Skills and methods used: prototyping and sense making, user research, strategic design, brand development and management, customer journey mapping.
Project link coming soon.
World by Hand
Tulum, Mexico, Jan. - Mar. 2018
World by Hand is an artisanal product line that sells through online and offline retail channels. I was engaged by WBH to build a consistent brand story, expansion planning, and processes.
Methods used: customer journey mapping, processes and flows, system frameworks and technology onboarding.
Santiago de Chile, Oct. - Dec. 2017
Participated in the co-creation of better service experiences regarding contingencies that happen before, during, and after flights for one of Latin America’s leading airline. The project was led by Livework Brazil. Our deliverables included service blueprints, product ideas, customer journeys, design principles, and target experiences.
Methods used: user research, customer journey mapping, service blueprinting, prototyping, design principles, service scenarios, insights and sensemaking.
Link to project
Mexico City, Jan. - Aug. 2017
Victoria147 is the #1 women’s incubator and accelerator in Mexico, the goal for this project was to help them define their value proposition and align it to their brand strategy in order to deliver the best possible user experience for the users. We implemented a user research to identify the needs and then build a consistent value proposition, define core messages and key touchpoints to efficiently implement the best day-to-day service experience. The deliverable was a service design blueprint that includes communication strategy, brand strategy, user experience design, technology integration.
Methods used: user research, business development, value proposition design, process and operations, website framework, brand strategy, business design, user research, UX/UI strategy.
Link to project
Mexico City, Sept. - Mar. 2017
Enova, an education social enterprise looking to expand its services to new markets hired me to help them identify their new value proposition and build a new business structure for it to become a reality. The deliverable was a well designed website that communicates the new business strategy and model.
Methods used: user research, business development, value proposition design, process and operations, user experience and website design (UX/UI), brand strategy.
Mexico City, Mexico, Aug. - Nov. 2016
BeSchool is a hybrid online-offline education platform transforming the way entrepreneurs build their skills to launch startup projects by acquiring the skills needed to succeed in the 21st century. I was hired to help them build the online experience that would take potential students through the entire enrollment process from their first contact to their online and offline checkout and payment options to their onboarding to the program.
Methods used: process flow, user experience and website design (UX/UI), communication and messaging, brand strategy, systems framework, service blueprint.
Real Estate App
Mexico City, Sept. - Nov. 2015
The client is a Real Estate developer company in Mexico City looking to expand their services through a product launch. Although they had an idea of what they wanted to bring, they brought me into the process to help them identify real needs in the users to they could bring a product that was actually resolving a need. My participation in this project was to facilitate conversations between the client and the users, to understand needs, desires, and expectations. I developed a first draft of the product design that took into the client’s feedback.
Methods used: user research, insights and sense making, product design, process flows and system frameworks.
Porsche Centre León
Guanajuato, Mexico, July 2015
The local car dealer for Porsche was in need of improving their after sales support service, the German based team came to provide guidance on how to improve the service and experience. I supported the team in the understanding of the user’s needs and the creation of materials to implement the new service experience.
Methods used: customer journey maps, process flows, management tools, organizational design, communications, service experience.
Mexico City & New York City, March - May 2015
As part of Grupo MYT’s design team I was in charge of conducting user research, facilitating design workshops, and delivering insights and conclusions for the design of an indoor cycling studio in Mexico at the time where cycling studios boomed in New York City. We traveled to NYC to conduct interviews and user research to understand the value propositions, user needs and desires, and define core needs for the architecture and branding team to consider for their conceptual proposal.
Methods used: user and ethnographic research, design thinking workshops, co-creation workshops, service blueprinting, customer journey maps, communication and messaging, branding strategy.
COMMUNITY BUILDING AND EXPERIENCE DESIGN
WAKE morning party – Mexico City
Born in Brazil and brought to Mexico City by COLLAB, we created the first movement that is building a community of people looking to engage in new ways of entertainment through the practice of yoga, dance, and meditation.
Creative Mornings – Mexico City
A worldwide community for creatives. I served as the Partnerships volunteer responsible of creating long and short term partnerships to support the project.
branding, communication strategy, visual communications, editorial design
Global Partnership for Education
Washington, DC. 2011- Present
I have supported GPE for the past 6 years in the design and development of communication and marketing materials for their different initiatives. Skills used: concept, communication strategy, branding, editorial design, collateral design.
Beirut, Lebanon. May - September 2017
Nabat Organic is the first company to produce and/or commercialize organic products to the Middle East, as the organic and sustainable movements arise worldwide I was invited to help the company communicate their story through their brand, products, and help launch their first line of ready-made products True Nature.
Skills used: user research, innovation through design, branding strategy, value proposition design, brand development, and packaging.
Organization of the American States
Washington DC. March- August 2017
The Organization for the American States is one of the largest International Organizations working for Latin America and the Caribbean, I am working in the design of the brand for a Metrology program focused on measuring the current emissions in LAC.
Skills used: branding strategy, concept design, graphic design, editorial design.
Link to project
Washington DC. January - December 2016
infoDev is the World Bank’s Innovation and Entrepreneurship Program they have been a recurring client for a long time, and now under COLLAB’s direction we are helping them bring a more innovative look and feel to all communications from print design to digital publications, to branding and key messaging.
Skills used: communication strategy, messaging, graphic and editorial design.
Bueno / Mexico City, Jan. 2015- June 2016 – Bueno. is a line of healthy products that is currently under development in the Mexico City area. Bueno.believes that everyone deserves to eat delicious food that is also good for them.
Skills used: business development, operations, value proposition design, testing and costing products, sourcing vendors. We built a prototype and presented to investors. Project is currently on hold.
Link to project
Maken “Better work environment”
Guadalajara, Mexico. January - March 2016
I worked with them on the naming, brand personality, and service rangeof their business focused on bringing tools for a better work environments. Skills used: business development, naming, branding.
Managua, Nicaragua. January - February 2015
Created video to tell the story about Cama Fina, a microfinance institution in rural Nicaragua.
Skills used: storytelling, communication, art direction, video production.
Link to project
Algo en Común
Tlaxcala, Mexico, Sept. - Nov. 2014
Research and design for an impact report documenting the learnings and results of a violence reduction program for elementary school children.
Skills used: storytelling, communication, art direction, design research, data visualization, editorial design.
OTHER CLIENTS: World Bank, InterAmerican Development Bank, Pan American Health Organization, Agora Partnerships, Smithsonian Museum of American Art, Worn Magazine, USAID, Si-kanda Internacional, Fleishman Hillard, Edelman, Porter Novelli, ASGK, Realtors Association, Viva Creative, Devex, DAI, ASTD and more.
WORLD BANK GROUP
GRAPHIC AND COMMUNICATIONS CONSULTANT
Washington DC, 2010-2013
As a design and communications consultant at the World Bank I was part of several projects where most of my roles ranged from communication strategy to position projects or results, art direction and design execution, design strategy, and innovation.
Most relevant projects:
Communications and Graphic Design for Global Partnership for Education (GPE)
Brand Management, Editorial Design for infoDev
Data Visualizations for Africa Knowledge & Learning
Communication and Graphic Design for Latin America Knowledge & Learning
Web design for the Development Impact Measuring Evaluations (DIME)
Social Media Contest, Picture Inequality
New York City, Jan. - July 2011
Media research regarding the community, political and social scene of Mexico in the NY tri-state area. Responsible for incoming and outgoing communications regarding the activities the General Consul and the Consulate in the region. Personal assistant to the General Consul in its official visits to events, TV and radio shows, interviews, and social events.