My story
I have more than 10 years of experience working as a experience design strategist, leading the creation of digital solutions in Latin America, Australia and the UK.
I am originally from Colombia, but lived 5 years in Australia and have been in London (my favourite city) for the past 3 years. I have worked and lived in many different places, which makes me a very flexible and adaptable person.
My passion is understanding and observing people's behaviours and see how these can inform good product design.
A new style of leadership
I tend to develop an emotional attachment with the projects I run, and I am able to transfer this to my team. People I work with define me as "personal and approachable", representing a new style of leadership.
I was recently nominated for the Everywoman in Technology Awards for innovation, a video about this is available on request.
Projects
- Nestle: Learning AppUser centered product design Brief Nestle were keen to focus on creating an internal application for their Nestle Leadership Framework that would encourage continuous feedback and self-evaluation amongst its employees. They wanted to find out what the biggest user pain points were and how to make sure we could deliver a solution that was easily adopted by employees and was truly solving an issue. Solution I led the project and facilitated a one-day interactive session aimed at allowing participants to produce a set of early-stage user personas, user journeys, requirements and low-fidelity wireframes – based on ideation session conducted at the beginning of the day. Throughout the session an emphasis was put on allowing participants to actively and collaboratively create these artefacts themselves, while ensuring that they understood the UX concepts and their relevance to helping improve the overall user experience of the app they were designing. Results I created a clickable prototype as useful demonstration of the development of the concept that was initially created during the Appathon. It allowed participants to visualise the results of their work. The prototype was extremely useful for Nestle leadership to use as an example of the outcome of the Appathon and to inform further business and operational discussions.
- Aldi: EcommerceExperience design www.aldi.co.uk Brief Aldi is one of the fastest growing supermarket chain in the UK, and wanted to build on its success to expand through an online presence. Recognising the iterative nature of online development, we wanted to identify an eCommerce concept that would be rapid to implement and would generate learning that would enable Aldi to scale its online presence. Solution I led a user centred design approach to develop a new ecommerce proposition in line with the Aldi commercial model and the needs of the Aldi consumer. We gave emphasis to ease of use and educating users on the Aldi value proposition, and created an experience that complements the in-store experience. https://static1.squarespace.com/static/56bcaf5af850822e57ff5d66/t/56c3a0e52b8dde9d3976a030/1455661374349/?format=1000w Results The Aldi ‘wine by the case’ was successfully launched in January 2016 with. The response to the first phase of the website has been really positive. Econsultancy defines the experience of the responsive site as "simple" and "the browsing and checkout process was remarkably quick and easy". Consumers are already talking about it: “Website extremely easy to navigate and find products. Completed very quickly with no hiccups which would make me want to use it more often” ; “The simplest, clearest retail website I have used in a while, and I do a LOT of shopping online! Thank you!” ; “It is the first time I have ordered on line from Aldi and I find it very easy as I am 79 years of age and not very computer savvy.” ; “the whole thing was a BREEZE for an inexperienced on line shopper!”
- Adidas: Global Mobile StrategyQuant & Qual international research Brief To identify the key mobile moments within adidas customer journeys. We wanted to find out how people were using their mobiles in different scenarios – and what the opportunity was for adidas to increase and improve their mobile presence to generate more traffic, sales and engagement. Solution I used a mixed (qual and quant) method approach to validate a set of hypothesis, using ethnography and observation in store as well as a survey in USA, Germany, NL and UK. Results Using our findings I was able to create a tactical strategic direction for mobile web and a short term roadmap of what needs to be done to satisfy the key, basic mobile needs of adidas consumers.
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Work history
Asc Creative Director Experience Design at SapientRazorfish MENAPublicis Sapient
London, United KingdomFull Time