PORTFOLIO 2022 by Andrés Felipe Vásquez Franco

Andrés Felipe Vásquez Franco

UX & Service Design Portfolio

About me

A small intro about myself Hello! I’m Andrés I’m a multi-disciplinary designer with +3 years of experience in Research, UX, and Service Design. I consider myself a Design Generalist, for I enjoy being part of each step of the whole design process.

Contact Education

Recent experience

(+39) 3270542251

Domus Academy Master in Product Design

DS Group UX/UI Designer

Tools

Listening Improving communication by having good listening habits. Empathy Being aware of people’s points of view and inquiring to understand them. Self-awareness

andresfvasquezf@gmail.com

Milan, Italy

Main soft skills

2019 - 2020

Milan, Italy

2021 - 2022

Milan, Italy

Interaction Design Foundation UX / Design Thinking / Interaction Design

Rappi UX Researcher/Designer

Universidad javeriana Industrial Design

Aguayo UX & Service Designer

2018

Remote

2012 - 2017

Bogotá, Colombia

2019 - 2020

2018 - 2019

Remote

Bogotá, Colombia

Practicing introspection as a way to fight ego and biases. Problem solving Embracing obstacles and being curious about them. Critical thinking Questioning myself and doing connections logically.

Content

Projects

Pg. 04

Pg. 10

Pg. 17

Sales Tool app

Mipel Lab

Omnichannel exp.

Froneri’s internal app for salesforce client management

The revolution in leather goods sourcing between producers and brands

Redefining the before, during, and after of Zuana’s Hotel experience

Case of study

Client management

Business networking

Holidays experience

Type of project

UX Design project at DS Group

UX & Service Design project at DS Group

UX and Service Design project at Aguayo

Date

March 2022

September 2021

March 2019

Project 01

Sales Tool app Froneri’s internal app for salesforce client management

Case of study Client management Type of project UX Design project at DS Group Date

People Involved Me - UX Designer and Researche Elia Occhiuzzi - Project Manage Federica Pozzoli - Develope Froneri’s stakeholders Client

March 2022 Image from

https://www.foodanddrinktechnology.com/news/28607/ froneri-plans-further-growth-off-back-of-hot-summer-2018/

Overview

Project’s kick-off

What’s Sales Tool?

Challenges 1. Getting to know our clients

Tool that allows Froneri’s Sales Agents to manage current and potential clients, and the assets (Freezers) given to the clients.

How can we get valuable information from our clients?

2. Client hub

About the Client Froneri is an Italian company that specializes in producing and distributing industrialized ice creams.

How can we facilitate agents’ work for them to bring better service to their clients?

Goal Facilitate the navigation experience of Froneri’s Sales Agents while managing clients on the internal platform.

How can we design friendly flows for agents to reach easily their objectives while navigating the app?

My role Information Architecture / User Flows / Wireframes / Mockups / Prototyping / Testing

3. Too much content in one tool

Problematic situation How might we facilitate Froneri’s internal information access to the Sales Agents? Currently, Froneri’s Salesforce has to log in to two different platforms (Sales Tool app / Trade Assets app). This situation hinders the Agents’ workflow since the information found in both apps is constantly compared and analyzed.

Sales Tool app

*You can find the solutions of these challenges in the purple boxes placed throughout the project.

Information architecture App #1: Old Sales Tool

The tool that helped Agents to keep clients’ information updated.

App #2: Trade Assets Tool

Definition phase =

New Sales Tool app: Information Architecture

The tool used by the Agents to control the We reconstruct the Site Maps and the Screenflows of the two previous apps for us to be easier to put together the necessary pieces to construct an all-in-one app. assets (Freezers) given to clients.

Tool used:

Sales Tool app

After reconstructing the general panorama of the “New Sales Tool App” we started to think about some of its details...

Flows and Wireframes

Ideation phase

Navigation Flows

Low definition wireframes

For some sessions of the app, we had to design flows from scratch. That is the case of

Quick wireframing was essential in the whole process to show Froneri’s stakeholders

“Surveys” a new space where agents ask clients some specific questions to profile them.

the concept of our proposals and to make fast changes along the way.

Challenge #1: Getting to know our clients

We designed customized flows for each survey.

Choosing “Yes” or “No” are conditionals that can

lead the client to different paths.

Tool used:

Sales Tool app

Outcome

Ideation phase and proposal Mockups and prototype

Challenge #2: Clients hub

Agents can find and add all the essential information from their clients. With this new tool, managing clients’ accounts gets easier in both; real-life and virtual experiences.

We put together high-fidelity mockups and some crucial navigation flows in a prototype to simulate an app in its final stage.

A prototype was crucial for the next and last step...

Tool used:

Sales Tool app

Impact and learnings Impact: Long-distance testing sessions We tested our prototype with more than 10 different agents. In the end, they perceived the tool as an improvement for their daily tasks.

Post-project phase Takeaways Focusing on a flow at a time while designing was easier to clear the panorama of the different possible paths a user can take while navigating an app. Also, focusing on a flow at a time helped me receive better feedback from clients (Froneri’s stakeholders) since they can delve easily into a single topic.

Challenge #3: too much content in one tool

From the beginning, we had to sort the contents into different boxes.

These boxes are macro-categories that contain sub-categories that,

at the same time, include specific information used by the agents to do

their job.

Low-fidelity wireframing and prototyping are essential to expressing in a fast and simple way an idea. These tools allowed me to make quick and early mistakes easily solved with more rapid prototyping.

Sales Tool app

Given another chance... What would I do differently? To me, it would have been valuable in an early stage of the project to organize a Card Sorting session with Froneri’s agents.

The above, to understand in a first moment the agent’s mindset when facing and organizing the tasks related to the clients.

Project 02

Mipel Lab

The revolution in leather goods partnerships between producers and brands Case of study Business networking Type of project UX & Service Design project at DS Group Date September 2021

People Involved Me - UX and Service Designe Chiara Zanetti - Project Manage Ester Valorio - Design Team Leade Assopellettieri’s stakeholder EY’s stakeholders Client and partner

Overview

Project’s kick-off

What’s Mipel Lab?

Matching platform that helps leather workers and fashion companies to find opportunities to collaborate among them. About the Client Assopellettieri is the Italian asocciation of leather goods producers. Goal Help Italian leatherworkers to showcase their work and collaborate with the most important fashion companies in the world. My role Research / Workshop supporting / Interviews / Service Blueprint / Information Architecture / User Flows / Wireframes / Design System / Mockups / Prototyping

Challenges 1. Networks vs. Distance How can we adapt real-life networking dynamics into a long-distance platform? 2. Actors involved Which are the roles we must involve in this service to be successful? How each of them contributes to this journey? 3. Open the industry How can we connect more leather workers with top fashion companies in Europe?

Problematic situation

How might we narrow the collaboration gap between leather workers and luxury fashion companies? Few leatherworkers have real opportunities to collaborate with luxury fashion companies. Working networks are hard to reach in the industry. But still, people during and after pandemic times need to continue running their businesses.

*You can find the solutions of these challenges in the

purple boxes placed throughout the project.

Mipel Lab

Workshop and research

Empathy phase Interviews + User Personas During the research phase, we interviewed 10 leather workers. Owners of traditional companies specialized in leather goods production around Italy. “Leather companies must have cash”

-Giani Meroni

Tools used:

“The industry must return to work”

“We must modernize the industry”

-Mario Rossi

Our approach to the situation We kicked off the project with a 7-day workshop session to understand Project goal and impac Industry dynamic Stakeholders involve Business interests

Research methods used: Project plan creatio Design challenge definitio Audience definitio Goals alignmen Secondary researc Interviews

“Opportunities are key to

survive the crisis”

-Mauro Vaggi

-Antonio Allietto

User Persona

Franco Gabbrielli / Asso. president

“A platform is the solution to contact

important clients around the world”

“Meritocracy

by showing our work”

-Riccardo Morotti

-Manuelle de Luca

Mipel Lab

Analysis and synthesis

Definition phase

Service Blueprint

Mapping user’s interactions during the journey were essential to comprehend the different roles involved and identify the platform’s core value: Brand Luxury fashion companies. Associated Leather goods producers. Admin The manager and mediator of the interaction between the Brand and the Associate.

Once mapped “The big picture”, it was easier to place all the The platform’s core. A matching hub Tool used:

between brands’ needs and Associates’

elements into a Site map / Flow where they can all interact

offers.

Mipel Lab

Information architecture and Outcome

Ideation phase Outcome

Site Map / Flow General view of the platforms flows according to roles and goals.

This technique was useful to uncover all the possible paths in the flow.

The above means that mapping the “Happy path” (ex. Success) was the start point to designing an “Error path” (ex. Mistyping) and an “Edge path” (ex. Extrem flow).

The example below illustrates the main idea of this concept: In platform Login page

home page

User - Input box Password - Input box

Brand Password - Error

Zoom in

HOME

Associate

Forgot password? Admin

Tool used: out of platform

Verification mail

Mipel Lab

(Above) Example of how we translated all the previous info into a design. Continue for more...

Outcome and decisions

Proposal Challenge #2: Actors involved

As in a real-life deal, it was crucial to involve a client (Brand)

and a provider (Leather goods producer). But being an online

service, we decided to add a third actor, the administrator, the

digital manager who is in charge of making deals happen.

Challenge #3: Open industry

Mipel Lab is a suitable medium through which we let the leather

producers to show their work to get collaborations, and after

that, get scored according to their work quality to get good

scores that can lead them to new top clients.

Challenge #1: network vs. Distance

Tool used:

We proposed a columns system where companies can

have a list with movable cards of the matching candidates.

Depending on the brands’ interests, candidates can advance two

more steps (columns); the contact phase and the selection phase.

Mipel Lab

Impact and Learnings Impact With Mipel Lab’s launch, collaborations for leather goods producers are expected to grow by 25%, thanks to the partnerships created through Assopellettieri.

Post-project phase Takeaways Complex experiences require deep knowledge of users’ roles and goals to create valuable features. Constantly updating Site Maps and User Flows during a project's lifetime help designers to realize the level of complexity of the design. Recycling elements and components in the UI phase is crucial to follow the schedule and be on time to deliver a project, especially in a developmentcentered company.

Image from

https://www.corrierenazionale.it/2021/12/03/la-pelletteria-toscana-punta-sullefiere-di-febbraio/

Given another chance... What would I do differently? I would open a slot in the project’s roadmap destined to test the prototypes made with real users. The above, before starting the development phase.

By doing this, we could increase the probabilities to guarantee a positive impact for the stakeholders immediately after the launch.

Design systems are helpful when teams balance consistency and contribution. Active participation in creating new components is essential to prevent our designs from becoming obsolete. Mipel Lab

Project 03

Omnichannel experience Redefining the before, during, and after of Zuana’s Hotel experience Case of study Holidays experience Type of project UX and Service Design project at Aguayo Date March 2019

People Involved Me - UX and Service Designe Juan Manuel Aguayo - Team Leade Tatiana Rodríguez - Project Manage Gustavo A. Fuentes - UX Designe Zuana’s stakeholders Client

Overview

Project’s kick-off

What’s the Zuana’s omnichannel exp?

Detailed mapping of the users’ journey before, during, and after staying in Zuana hotel to propose solutions to improve the user experience and service. About the client Zuana is a famous Hotel located in Cartagena, Colombia. Goal Attract clients by offering seamless experiences to all user profiles. My role Workshop supporting / Benchmarks / Data analysis / Interviews / User Personas / Insights / Journey Maps / Opportunities chart /

Challenges

Problematic situation

How might we improve the service offered by one of the most important hotels in Colombia? Being a huge company has created big holes in communications and touchpoints with clients. Despite having a great name in the touristic industry, Zuana has neglected its omnichannel experience. mnichannel experience

1. Defining type of users Which are the users that choose Zuana Hotel as their holiday destination? Why do we have to identify them? 2. Touchpoints opportunities Which are the crucial touchpoints that we must redefine in the user journey? 3. Introducing user-centric approaches Is it possible to introduce small changes in the internal mindset of a traditional company?

ou can find the solutions of these challenges in the purple boxes placed throughout the project. *Y

Workshop

Empathy phase

Empathy maps Through Empathy maps, Zuana’s stakeholders profiled the users by answering:

What do they see? Say/Do? Hear? Think? And feel? Roleplaying For the stakeholders to have a glance at the dynamics that users have to go through in the service.

This exercise let us identify some of the pain points they were aware of Check-in and Check-out timin Facilities maintenanc Preferences among customer Elevated price Noisy spaces

Omnichannel experience

User research - Final users

Method: Interviews

Empathy and definition phases

Analysis: User Personas example

Results: Types of users

We did more than 50 phone call

By doing interviews and User Personas, we

interviews with associate clients with

identified 12 different users divided into 6

different profiles.

main groups:

For each type of profile, we created an

1. Members

interview protocol to be applied during the

Gold / Seniors /Heirs

sessions.

2. Hotelier

Timeshare prospect / Non prospects / Exchange

3. Prestige

Couples

4. Yielded

Families / Couples

5. Events

Coordinator / Guest

6. Tenants

Tenant

Challenge #1: Defining type of users

Each group of users identified was crucial for us to

map their journey according to the touchpoints

Tool used:

the must go through depending on their needs.

Omnichannel experience

User research - Zuana’s stakeholders

Empathy and definition phases

Method: Interviews We interviewed 20 different profiles inside Zuana’s workforce for us to have the big picture of the situation. Among those profilest, we can find Manager Customer Service Directo Receptionist Administrator Food and Beverage Manage Spa Directo Commercial Agent Event Coordinato Marketing Directo User experience Directo Human Resources Staf Housekeepers

Tool used:

In each of the interviews, the profiles helped us to map the users’ journeys according to their different roles inside the hotel. Above, you can find an example of the mapping done with Piedad Bermúdez - Zuana’s Head Manager.

Omnichannel experience

By doing research with users and inner stakeholders, we were able to map a flow chart

Synthesis and mapping

Definition and ideation phases

Service Flow Chart To visualize the actions users can do throughout the whole process and identify the service’s flaws.

Neglected first touchpoint Official web page and social networks

Neglected by the company Specialized websites (Ex. Booking)

Little care about the company’s goals.

Failing payment method PSE payment method not accepted

They lost many purchases due to this online navigation problem.

Missing a holistic approach to servic Transportation not included

Clients paid for an all-inclusive service that didn’t cover airport transfer.

Challenge #2: touchpoints opportunities

e identified these three main critical touchpoints. By doing

changes in these key moments, users would be involved in a

smoother experience while doing things they are supposed to

enjoy: Planning and preparing for their holidays. W

Tool used:

Omnichannel experience

he flow chart clarified our path to start mapping Journey Maps for each type of user T

Outcome and final workshop

Testing phase

Journey maps Challenge #3: Introducing user-centric approaches

We mapped 6 journeys for the six main

A workshop session was necessary for us to share with Zuana’s

groups identified in the research phase.

stakeholders the journey maps and our proposals. By adopting an

empathic mindset with the personas and their stories, the

stakeholders were capable to collaborate with us by proposing other

ideas to improve the experience.

Touchpoints

Essential to identify the people involved and where to improve.

KPI’s

Crucial indicators to meassure the success of the new proposals.

Opportunities

Simple or complex proposals to

As an additional deliverable, we

improve each step of the process.

created an opportunity chart to classify and prioritize the

Tool used:

solutions

Omnichannel experience

Impact and Learnings

Post-project phase

Impact

Takeaways

By 2023, Zuana Hotel must be the principal reference in the Colombian market for providing the best user experience services in the tourism industry.

In some projects, clients aren’t looking for concrete solutions but for tools to help them make decisions to improve their businesses. Having good communication with clients is crucial for them to understand the value of the design work. It’s also essential to include them in the design process to make decisions acknowledging different perspectives. Clients aren’t the final users of what you are designing. However, their opinions become crucial when you contrast and validate them with the user research done.

Tool used:

This chart summarizes the list of opportunities identified in the Journey Maps. This tool helped us assess priorities, feasibility, impact, people involved, and context.

Omnichannel experience

Given another chance... What would I do differently? At the very beginning of the project, we

had some communication problems between the client and us.

I would start working side by side since day one with the client to let them understand the design process and the value we can offer to their business and their users.

It would be essential also to let them know that, as consultors, we are not their "enemy" but their allies while collaborating to find new opportunities and solutions.

That’s all for now

Thank you

See you soon

andresfvasquezf@gmail.com