Cristina Florensa design portfolio 2021

Welcome to my portoflio.

Thank you for being here!

What you are going to see is not just a retrospective but a will to open new doors and interests.

Cristina Florensa.

Barcelona / Amsterdam Msc Design for Interaction - TUDelft 6 Cases (2017-2021) from both work and academic exprience.

Hi! I am Cristina Florensa, A young designer from Barcelona who looks from ecosystems to nuances with a skeptical but warm perspective.

I love to engag with multiple stakeholders, support cocreated processes to welcome new opportunities and relationships through design.

(+34) 617 84 29 79 cris.florensa@gmail.com Born in February the 7th, 1994 - Barcelona, Spain Delft 2624 TE, Netherlands

Reader Structure_ Case Introduction Framing Process Outcome

Reflection

Cases_ 1 · From Consultation to Conversation.

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Fuelfor - The Care Lab

4 months - Healthcare, Patient & Employee Experience.

2 · Wise Wear.

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TU Delft - Zalando

1 day case - E-comerce Service, Customer Experience & Innovation.

3 · Co-research for Multiple Myeloma.

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Fuelfor - The Care Lab

3 months- Healthcare Organisational Design

4 · Honext.

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TU Delft

5 months - Positive Digital Revolution MSc individual course & personal project.

5 . WoonWolken

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TU Delft & Rabobank

5 months - team project. Millennials and dutch housing market.

6 . When the Partnership becomes the Journey.

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Philips

8 months - work in progress.

Master thesis project on Customer Experience.

Case 1_

From consultation to conversation.

Work in partnership with a hospital in order to explore from short to long term opportunities for both the Hospital Pain Unit and also other areas of the hospital in order to improve patients experience.

Client & year_

A Hospital in Barcelona, autum 2017.

Where_

Fuelfor - The Care Lab My role_

- Understand the gaps and itneractions between healthcare professionals and patients during the mapped patient journey.

- Fieldwork and design researcher in a team of 3 (my 2 bosses and I). All the work shown was done by me.

FUELFOR, ME

Process_

DOCTORS, HEALTHCARE PROFESSIONALS

PATIENTS

· Frame the project, warm up and focus. · Hypothetic journey map of a consultation and role play session. · Ethongraphic fieldwork, intervews and patients’ home visits.

Explore the interaction between healthcare professionals and patients. · Co-design workshop, with pain unit team and hospital professionals dealing with pain.

· Analysis, learning to identify what influences and shapes consultations.

Outcome_

Next steps_

· Creation of opportunities, to design for a better patient experiences while re-organizing and envisioning a new Pain Unit. · Short, mid and long term

strategies and experiments to be agreed with the hospital according to the outcome.

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FRAMING

How might we re-organize the pain unit to provide better patient & employee experience?

Pain unit

Patient life

healthcare professionals

barriers

consultation/ conversation

Dr

pain patient family / caregivers

+50 years old Men & Women Chronic Pain

PROCESS

Hypothetic Journey Map_ I did this first journey map in order to understand what happens, where, how, for who... used it as a tool.

Role play session_ My boss and I acted as patients in order to see what happens during a consultation, from the waiting room to the end of it.

- These two methods together with other research were key for me to start having a feeling of what was the whole interaction and context about before moving to the fieldwork research. - How are the patients feeling while waiting (months) for the expected consultation?

- How are doctors dealing with tight schedule consultations?

Ethnographic fieldwork_ · Was inside 16 consultations. · Did 3 interviews before and after consultation. · Went to visit 3 patient at their homes.

“Mean” · Will for empathy. · Being skeptic about the context and while objective about its nature .“Fuel” · Not knowing what will the research bring, while keep on going on.

“Purpose” ·Self daily voice messages reflection to have another point of view about what happened once I would start synthetising. · Each day was a new opportunity to reshape the project approach.

Me interviewing a patient.

Patient (x16)

Expert to expert.

You can tell me...

Multiple conversation.

Patient profile (name, age, picture, health condition, doctor, date & conversation naming) Patient side information.

Healthcare professionals information.

“So what?”

Meta-synthesis (x24 clusters)

Analysis_

“So what?” synthesis Theme

9 Key Insights

Pain conversation Journey Map in the wall with the 24 clusters.

Pain Conversation Journey Map

OUTCOME Healthcare professionals’ side

· 9 Key Insights · 9 Opportunities · Pain Conversation Journer Map

9 Oppor

9 Key Insights_ Any system-ecosystem has its articulations and relations.

That is what I tried to find out with these 9 key insights.

Patients’ side

Pain Conversation Journey Map (digital)_

Main headings readible zooming in. Mapping the impact of the 24 clusters at the current employee and patient experience. Also pointing the moments of hope in the anxiety/confidence curve.

rtunities_

How might we close the gap in understanding pain?

1 out of 9 opportunities.

- Partnering with the hospital enabled a continuous co-evolving process and strategy reshaping.

I enjoyed being able to help the hospital as an organization by putting both employees and patients in the centre. - As a designer, I felt my role was key to provide an understanding to the hospital about the context and the needs of the people from such ecosystem. -

Case 2_

Wise Wear.

Helping Zalando Wardrobe Customers put order into order in the chaotic closets making fashion more enjoyable.

Client & year_

Zalando Helsinki, One day case, May 2019.

Where_

MSc DFI in Helsinki My role_

- Look at the work from ‘outside’, so that what we are get the most optimal outcome in every step.

- Time keeper and bring structure to the team.

- Make sure we have a strong frame to get started.

OUR TEAM

ZALANDO

Process_

· Welcome and briefing. · From Problem as given,

Diverge

Q&A with CX dept.

To Problem as perceived. · Purge

- lunch -

Reverge

· Brain writing · Free clustering · Hits & Dots

Converge

Outcome_

· Implementation, what & how · Presentation of Wise Wear.

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FRAMING How can Zalando Wardrobe help with creating order in the chaos and, make fashion more enjoyable?

What is chaos?

How does it feels like?

Why does our wardrobe turn into chaos?

When is fashion enjoyable?

Why does Zalando think that by introducing order, ejoyment comes?

How might users enjoy their own wardrobe?

How can Zalando Wardrobe make people feel confident in wearing what they have?

PROCESS

Brain writing + Clustering + Hits&Dots_ We extracted our concept from the ideation session spotting in red the most innovative & interesting ideas.

Focus: consumers’ identity awareness.

OUTCOME

inspiration

your wardrobe

Season style

One’s style NEEDS (income, comfort, taste)

TRENDS

Why?

ZALANDO

WiseWear user

How?

Confident

The careless cat

The proud peacook

Unconscious style

Conscious style

The grey mouse

The following dog

Insecure

Wise Wear_ Design Goal: Empower users in creating their own style philosophy in order to feel more confident while enjoying fashion according to their needs. · Data collection and generation for future us. · Adding touch points throughout the lifecycle of clothing. · Increase brand loyalty.

Personal Style Philosophy

time

1. Capture

2. Compare

3. Reflect

“Street style I like from other people (zalando customers)”

The overview: -my wardrobe·vs· -inspiration-

4. Act

Your wardrobe

Inspiration

“This is me & my wardrobe”

Buy according your style philosophy

- One day case always brings unexpected results, but feels challenging and exiting.

I enjoy providing micro fresh bubbles to organizations in sprints. - I would have loved to continue working on concept proposed in order to explore how this proposition could fit within Zalando’s culture and vision. -

Case 3_

Co-research for Multiple Myeloma.

To support the Global Customer Experience team in the set up, design and development of an Exploratory Research Toolkit.

Client & year_

Moreover, help the key stakeholders to understand how the gathered insights can bring innovation to the company through design research methods.

Where_

A Pharamaceutical company, from the end of 2017 to the start of 2018.

Fuelfor - The Care Lab My role_

- Worked with my two bosses and one more researcher.

- Being a bridge between multidisciplinar teams from the company and MM (multiple myeloma) patients.

- Supporting and involving the pharmaceutical employees in the fieldwork research by creting materials and analysing the fieldwork data. All the work shown was done by me.

PHARMACEUTICAL COMPANY

FUELFOR, ME

Process_

PATIENTS

· Multiple Myeloma condition understanding.

Journey, personas and current pharmaceutical tools to do fieldwork analysis. · Creation of a Fieldwork Notebook · Toolkit with probes design. · Preparation

· Preparation

· Interviews at patients’ home · Meet the leader of the interviews from the phamaceutical team to share her insights with us.

· Debrief

· Analysis of the interviews

Outcome_

· Meta-synthesis & opportunities · Dicovery workshop

Next steps_

· Plan next collaboration and strategy

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PROCESS

Persona & Hypothetic MM journey map_ Understanding what the disease is about and how patients might go through it, was essential to create a toolkit that allowed patients to express their own journey and experience.

Toolkit of probes for MM patients_ This toolkit was sent some weeks before the interviews between the team of the pharma company and the patients took place.

Customer interviews & Debrief_

The head of the team came to share the experience with us and we started the analysis.

Patients’ stories Patient profile (name, age, picture, health condition, doctor, date & conversation naming)

Analysis_

Theme (relationships, goals...)

Information headings Pictures, images or drawings Patient board (x8)

Meta-synthesis

Data

MM Patient Journey Map

OUTCOME

OPPORTUNITY: 0. How might (customer) provide social support for patients in order to expand their help resources?

KEY NEEDS, PAIN POINTS & INSIGHTS BEHIND THIS OPPORTUNITY:

WHICH STAKEHOLDER THIS OPPORTUNITY TARGETS?

WHICH OF THE PATIENTS THIS OPPORTUNITY IS THE MOST RELEVANT TO?

Template for workshop_ 1 template, 1 opportunity.

Presentation of the 5 key opportunities we found and its potential areas and ideas.

KEY BENEFITS OF THIS OPPORTUNITY FOR:

IDEAS:

Co-evolution, Dicovery Workshop_ We did a cycle of workshops with the Global Custoemr Experience team where we exchanged insights and generated key opportunities for their organization.

- The pharmaceutical team learned a lot by being involved in a research design process especially during the interviews.-To my mind this, type of collaborations are essential not only for the end user (patients in this case) but also for the culture and habits of the organization.-

Case 4_

HONEXT Explore why we check our phones when we don’t need to to provide a more purposeful experience when interacting with it.

(This was the first chapter of the project. However, once the course ended I decided to continue it to understand the business side of it).

Year_

October 2019 - Present.

Where_

TU Delft, Msc Design for Interactions course.

I continued the project as a personal challenge, for that reason I participated in the TU Delft Impact Contest.

My role_

- This project is individual.

- It was key to have a holistic but pragmatic approach for the demands of the project.

ME

Process_

PARTICIPANTS

· Find a topic I want to work on. · Define the situation & the context.

Diverge

· Observe · Interview and facilitation design

iterate

· Interviews (x6) · Interventions (x2)

· Analysis Converge

· Opportunities & directions · Ideation & prototyping · Testing

iterate

· Creation of the brand & storytelling

Outcome_ Feasibility, desirability and viability.

· HONEXT · HONEXT, at Impact context

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PROCESS negative

Observations.

Catch people checking their phones.

desired

User’s phone

Interview them using design proves.

User

context

user & phone

issue

positive

“It feels like I’m constantly looking for new impulses. I look for relief or something else, but that’s not what I get most of the times” -S2

“For me it feels like nonemotion state of being. It traps me, I feel apathic” -J1

“I felt disappointed cause the email was not there, and then I jumped to insta to see if there was sth interesting... but felt frustrated...” -R2

User uses the phone in order to get something which is missing, but he gets nothing or disappointment instead.

-S2

User feels chained and disconnecting from conscious feelings.-J1

Once the user is checking the phone, tries to make that time worthy until nothing is triggering them and they don’t trigger anything.-R2

Analysis_ Data Information, “so what?”

Knowledge

Nature, of the unwanted phone checkout

PROCESS Nature of the Unwanted Checkout_ Giving answer to the research questions.

What trigger users to check their phone?

TRIGGERS Low energy triggers mindless phone use

Escaping the environment

The easy choice

What are users looking for?

+

REWARD HUNT Pushing the hunt for worthiness

COLLECTIVE HOOK

Lack of interests lead stop checking

IDENTITY HOOK

Consensus for belonging

Phone checkouts as another daily task

CORE

layer

Phone as the bridge between user & issue

How are users’ context and priorities influenced by the unwanted checkouts?

- tangible scale

Phone as source of happiness & relief

theme

Opportunity > Ideation > Experimenteation_

TO REMOVE OUR PHONE SCREEN FROM THE LIMELIGHT

Streching your priorities.

A tool that prevents you to check your phone unnecessarily by touching it or seeing it. Also that could keep you aware of what matters to you.

OUTCOME

Honext is a silicone band that wraps your phone.

It helps you to think twice before interacting with your phone providing you a more purpose-choice experience, in order to low down the unnecessary checkouts.

Stretch your priorities.

OUTCOME

1_

2_

User’s phone is wrapped with HONEXT

The user is occupied with a task.

She receives a notification and turns her head towards the screen of the phone.

3_

Since HONEXT is there, the user is supported to consider whether she pays attention to the phone or keeps on working. She considered what matters most for her at that moment.

- Designers can play a big role in humanizing digitalisation of descentralised work environments.- I submitted this project at TU Delft Impact Contest where I am currently finalist (15/6/20).

I wanted go further turn this into a more viable product and service.

Currently, Honext aims to offer physical and seamless solutions for those companies who are willing to provide a bertter digital wellbeing experience to their meillennial employees.

Case 5_

WoonWolken A new value space to redefine homeownership and the living experience in the Dutch housing market.

Year_

For millennials, WoonWolken offers affordable and flexible housing accessibility by providing access to its established network of houses.

Users don’t commit to a single house anymore but pay a housing subscription supporting them to generate savings for their future house or pension plan.

Client_

Group project, 6 multidisciplinary TU Delft master students working on the project for 5 months.

February 2020 - June 2020.

Rabobank, Utrecht.

My role_

- I was the “User Pillar” leader to coordinate interviews, workshops, quantitative and qualitative research, and validation with final users.

Process_

User Pillar

Context Pillar

Company Pillar

Mapping Assumptions (axes on importance and known)

Discovery

· Frame

· DESTEP

· Desk Research

· Qualitative Interviews

· Trends Clustering

· Employees Interviews · Outsiders Interviews

· Stories

· Analysis

problem statement

· 8 Key Insights · Persona · 4 Natures

· Future Scenario

· 5 Key Insights

· Current Interaction · Tension Pains · Direction Frame

Opportunity

Group Ideation sessions

validation

· 2 validation iterations on the concept desirability.

Final Outcome_

· Multiple interviews with stakeholders to validate viability and feasibility.

WoonWolken & WoCloud (product)

In this portfolio it is shown a small part of the project, but you are welcome to visit the website we created with both project process and outcome.

Click here to visit the site.

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FRAMING Problem Elements_ The project framed market, company and user problem.

Process

Two memebers of the team and I (middle) at the Rabobank office working on the DEPEST analysis.

Interview to target auudience

Part os the context analysis.

Process These final key insights belong to the User pillar research, the pillar I was responsible for and the part I worked on the most.

WoonWolken stakeholder map.

Outcome This is the journey that our targeted millennials would take.

All the content we developed as outcome was thought to address our target audience. However the client Rabobank also received more detailed deliverables.

- Despite the project being kicked off a month before the pandemic, the team had enough time to create the strongest bonding.

All, but also me, felt engaged in a problem that is extremely affecting and from which we -millennials- have little information and resources.

The greatest learning of this project was to see how a group of designers could become intrapreneurs inside a big Dutch corporate and deliver an intervention with the most social impact. -

Case 6_

When the Partnership becomes the Journey.

This is my Master thesis project. graduating at TU Delft Industrial Design. The project is still ongoing.

Year_

My project is creating behavioural change tools to support Philips strategy towards driving customer-centricity. Helping Account Owners to move from transactional to relational approach.

In addition to the Customer Experience project, I am working in a team that is developing a Customer Lifetime Value Guide for International Markets

Client_

October 2020 - July 2021. Work in Progress.

Philips, Amsterdam.

Customer Experience program.

My role_

- Understand Account Management employee experience.

- Successfully engaged with multiple stakeholders from different ranks in the organization to run a big number of interviews and validations.

- Identify the customer and account owner pains, and based on that I planned the most impactful interventions.

Process_

Multi stakeholders interviews from the company

Exploration on Philips Account Management

Opportunity

design & validation

Final Outcome_

29/34

FRAMING Problem Statement

From Account Managers interviews, trainings and Customer reports.

The current transactional approach of account managers is not supporting Philips first priority in driving customer centricity.

· Account Managers’ education is still commercial. · Lacks pragmatic tools. · Focuses on the deal speacific moment in time.

Account Mnagers’ Journey (below) into the E2E Customer Experience Journey (above).

Aim. WIP.

The Account Manager will use “The Partnership Model Canvas” to trigger customer centric dialogues with the customer.

Meeting between an Account Manager and a Customer at the Hospital.

Help Philips sales managers sustain stronger relationships with their customers-hospitals over time for mutual success partnerships.

Outcome.

WIP.

How is Philips going to get there?

Why this is important for Philips?

- After graduating, this project will continue within Philips as part of customers’ initiatives for the markets. -

Thank you

Shall we get to

(+34) 617 84 29 79 cris.florensa@gma Netherlands - Spain

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