Projects
Designing new business models
I worked on two projects that were launched as start-ups within their own companies (Zurich and Leroy Merlin).
Both were designed to disrupt business as usual and lead the company's digital transformation .
doppo
Zurich’s digital car insurance
From the beginning, we worked as a team with Zurich’s stakeholders who were involved in launching the new product: 100% digital car insurance. We guided them from the initial conceptualisation through the design of the first prototype of the product.
I led the research team through a process of exploration and later validation of user needs and product's usability.
We validated the prototype and value proposition through user tests with potential customers. Insights from the research and tests also helped define the visual proposal and brand identity.
Hogami
the Leroy Merlin’s platform for handymen
The project started with a Design Sprint with the product team and directors of different departments (marketing, business and digital), who were responsible for approving the viability of the new business model.
We did a benchmarking to learn best practices and innovative features that led us to define potential user profiles. That information was used to nourish the Design Sprint and guarantee that the users' voices and needs were always present.
The project also included the design of a new brand identity, endorsed by the main brand of Leroy Merlin.
Service design that changes people and cities.
I conducted research to identify new habits and needs on how people use digital banking and how they move in the city.
Orange Bank
that first digital bank from a telecommunication company
The research focused on understanding the behaviours and financial management of people of different ages who were going through different life moments.
To achieve that, we planned fieldwork with people from different generations: students who live independently, young couples, and families. We identified their primary financial needs and how they managed their money and savings.
This discovery phase was followed by a validation phase of Orange Bank's new digital service to identify opportunities and potential barriers to launching the product to market.
emov
the second car-sharing service in Madrid
Only another car-sharing company was operating in Madrid when we started this project.
The main goal was to explore how these new ways of moving around the city would meet the needs of people already using the service or other potential users.
We helped the team define opportunity areas for launching the new service addressing the right user profiles.
UX in conversational design and product design
I have worked with the UX team in Orange for more than 2 years designing a new user experience for their voice channels using IA.
Djingo: the Orange AI bot
I work with the UX team leading different research projects for:
Defining the conversational design principles for the bot to improve the user experience and interaction
Internal research to help different teams (linguist, UX team, developers and stakeholders) to reunite around these principles and avoid working on silos.
Validating through a prototype the new functionalities that were to be implemented in different communication channels (WhatsApp, chatbot, app).
Designing services for SMEs and entrepeneurs
I lead the UX research for the team that were in charge of B2C digital solutions.
That allowed the team to be able to move fast during the pandemic when most SMEs and entrepreneurs in Spain didn’t have the resources to implement digital transformations in their business.
I also trained the team to conduct research and user tests with prototypes.