What I do
Selected Projects
Here is a sneak peek into a few meaningful and feasible experiences that I’ve had the chance to design.
Developing a digital product that serves a community of women
Security in Indonesia is entrusted to the most vulnerable members of families: women. One of the world's top insurance companies realized that it was their moment to make a difference. We created a pure digital product that was conceived to help women protect their families first, rather than making money for the company. We designed the product, tested it with users, partnered with developers to launch it, and set up a product roadmap for the future.
Rethinking a user experience that needs to suit future demands
I led a multidisciplinary team to design a distinctive and consistent CX for one of the largest telcos in Spain. The challenge was to understand where the company was in the world to define a trustworthy position and build a new way of working that would ensure that they could deliver the new approach. We came up with a new service vision, blueprints that made the experience tangible, and a framework that would redefine the governance model.
Defining a new product for millennials that repositions a traditional brand
One of Spain's major energy firms sought to provide a new value proposition and engagement model for millennials. They wanted to apply new methodologies to create a new product for those who didn't know anything about energy and didn't own a home. We streamlined the design process to work rapidly in a series of activities close to users to uncover a business opportunity. We defined the possible business model and the product itself.
Guiding a traditional company that wishes to become user-centered
Digitalization arrived in 2017 for one of the top insurance companies. They invited us on a journey across four countries in Europe to help them think about what the future of insurance should look like for them. We conducted dozens of interviews with stakeholders and users to imagine a solid brand proposition. We defined the experience with a series of interconnected blueprints with prototypes, and a roadmap that was used to plan future steps.
Helping an oil corporation that wants to build for a brighter future
One of Europe's biggest fuel companies decided that it was time to change its business model to become an energy company. It needed to change its online presence to match the new offering. The digital channel was the key to unlocking a strategic plan that envisioned a differential position and a user experience based on needs. We analyzed the current and future content, redefined the information architecture to meet new needs, and redesigned the web.
Launching an online boutique that reflects a unique voice
The clothing industry for kids is crowded with brands, but very few take the time to craft an identity around it. The owners of a new brand wanted to create something that reinforced the quality and attention to detail of their garments. I led the product definition, the design, the tone of voice, and the content definition for each product. I ensured that the online experience matched the alleged experience in a physical store by reflecting the founders' expertise and personality.
