PORTFOLIO
Experience eduDAO
UX Consultant (2017 - Present) + Collaborated with the CEO and a small team to design the campaigning process interaction for their website. Conducted user interviews and testing. Created user flows, wireframes, hi-fi mockups and prototypes.
Torchbit - Digital Business Agency
Product Designer (2015-2017) + Planning, design and implementation of multimedia applications for clients including startups, health organizations and product sites. + Design with emphasis on end users, browser compatibility, resposiveness, accessibility, and search engine optimization along teams of engineers and marketers.
Slam.Studio
Freelance Graphic Designer (2017 - Present) + We combine smart design practices with technology to create memorable brand experiences venturing into Branding, Web Development and Print, that deliver extraordinary value.
OMNI-FEED
UX/UI Freelancer (2012) + Using etnographic research, I identified opportunities that balanced user and client needs. I helped create the visual design and interactive medium prototypes with Invision, by using mock-ups and defining the navigational flow of the platform.
I’m a creative professional on a mission to learn and share the value that effective design brings to businesses and society. I find fulfillment in using my skills to create experiences, services and products that improve people’s lives. Supported by skills in identifying patterns, communicating by filtering complex information into meaningful terms and working cross-functionally with multidisciplinary teams; this provides me with great determination and motivation. My approach is one focused on strategic planning and implementation of methodologies to obtain remarkable results.
Education
Skills & Tools
Monterrey Institute of Technology. 2012
Sketching
B.F.A. Industrial Design
Parsons The New School for Design. 2012
Design Management Intensive Program
NY Coding and Design Academy. 2015
Front End Development
Analog and digital drawing skills, competence in Adobe Sketchbook Pro.
Communication Adobe Illustrator, Adobe XD, Principle Languages Bilingual Eglish - Spanish. HTML / CSS / Javascript
Skills
Process
Project Management Interaction Design Strategic Thinking
START
Project Plan
Methodology Deliverables Process Strategy
Design
Research
Stakeholder Interviews Analysis User Flows Site maps
Sketching Wireframing Mockups Prototypes
Ideation
Creative Direction UX/UI Design
Testing
Affinity Mapping Feature Priorization Design Studio
A/B Testing Prototyping Interactive testing
Communication
Etnographic Research
Client Presentation Wireframes Documentation
User
User Interviews Insights Persona Creation Storyboards
LAUNCH
Methodology
D-Vis rs
1 y h t a p Em rception) (Pe
The method for ALIGNING CONVERSATIONS in order to understand and learn the design thinking processs. features
meaning
experience
emotion feeling semantic
steakholders
ergonomics
character
function usability
form function
anthropometrics
personality material cost
production
assembly
technology
Mat 3 e (Spe riali ze cifi
h and searc of Re each h c e a iv t , appro o o ll e c t c s r is fi l s a is t it h a roces he go r ts w The p the am. T . e s g t I t sta e in e h c y th s t io n l sket zed b y q u e il it y a n d in it ia a n a li io n b is s s ab a n u li c e ig d is eR des make ate d e, t h fl y t o . d e t o n . To c o n c lu u s e d b r ie t c rodu e group o r s a r w it h t h e p z e v is n li io ia t r e la Mate rent r cohe
tyMaterialize bili
lia Re
catio
n)
2 Reliability (Measurement)
Empathy R eli
ab
ilit
y
Enlist and study the stakeholders. Enlist functional requirements and connect them with stakeholders and priorities. Detect problems, modify and validate the solution. Use the Empathy and Materialize visors briefly to visualize the consequences of your decisions.
process
M thy aterializ
a Emp
tools lifecycle
Designer
Iden tify all t inte h r rel atio e elem elem ents ents n. Redu . Sp t wo ce, m a n d u n ecif ders viso inim y de tand rs to dec ize tails isio o thei v i s a u ns. nd p r elimi r aliz Ask nate e th roce fo r e s c ses. tech ons equ Use nica en oth l ass er essm ces of you ent r if ne ede d.
e
Stakeholder
HOW TO: Declare the use of one conversation at a time through the methapor of a visor. Before starting, the problem to be solved must be clear and explained under a DESIGN BRIEF or any other figure of information. The process starts with the formal declaration of the “Empathy Visor� as the first and main visor.
As the process evolves, it moves to the next visor always passing through the other two visors in order to verify the consequences of each decision. If necessary, it returns to the other visors.
Campaign Creation Case Study
Challenge
Research Methods
eduDAO is a nonproďŹ t focused on educational equality through community building and a blockchain-based funding platform. Educators and nonprofits lack fundraising resources needed for students. Long approval timeframes, high admin fees, and the changes in tech are all challenges, highlighting the need for an overall simple and clear fundraising platform.
Our team was tasked with designing eduDAO’s campaign creation process to enable recipients to launch fundraising campaigns.
1
User interviews and feedback / synthesis.
2
Comparative / Competitive Analysis: We looked at many platforms available for fundraising, as well as other crowdfunding platforms.
3
Client and peer feedback: We shared our assumptions about the users of the eduDAO platform through brainstorming sessions together and separately.
Research
Comparative/ Competitive Analysis
Top things we wanted to learn in interviews Recipients -What do fundraisers want in a fundraising platform? -What has worked for fundraisers in the past? -What is the best way to tell their story? -Do fundraisers have any experience with cryptocurrency? Donors -What is their overall feeling about fundraising? -Do donors want to share their experience? -How past experiences influenced donating for future? -Do fundraisers have any experience with cryptocurrency?
We conducted competitive/comparative analysis to see what problems our competitors are solving and to ďŹ nd our opportunities on the market.
Most important and recurring elements 10 Interviews Conducted
Social Media Sharing
Transparency and trust were reiterated constantly.
Sense of Urgency
Most interviewees were really only familiar with Bitcoin by name. Based on that, we decided that a description of the benefits of donating via cryptocurrency vs. non-digital currencies is advantageous.
Resources for creating
Where donation goes
Personas
User Journeys
User Flows
Ideation
User Testing
Tested with 9 users in virtual meetings and in-person Almost every user encountered difficulty with “Pro Tips.” It was confusing to users, they didn’t know what it was. Users didn’t notice it and looked for help at the top, bottom, or under the section titles.
How How How How
to to to to
build trust between eduDAO and the donor? build trust between the recipient and the donor? assist recipients in creating a successful campaign? communicate the sense of transparency of the eduDAO business model?
Based on comments about a how-to page, we placed helpful advice right before the start their campaign, including a pre-launch checklist. We also decided it would be useful to be able to edit the campaign preview right from that page to save them time in going back to those specific form pages. A Donor Feed also helped portray the value of transparency
Style Guide
Final Mockups
Neighborhood App
Research
Sketching
I started by looking information about millennials that frequently buy used goods to better understand their goals and needs. I quickly learned that this target user is always looking for the best deal possible and it’s very important for them to see many pictures of whatever item they’re buying beforehand.
I started sketching out different ideas that included all the necessary requirements for the deliverables, while keeping in mind the research conducted.
Simon Age: 27 Location: Philadelphia
Summary Simon purchases used items a few times a year from local thrift stores and ocasionally, from friends of friends. He usually buys furniture, electronics and second-hand shoes. He thrives on getting the best deal on products that originally would have cost a lot more. When he purchases items online, he wants to see as many pictures as possible to make sure the person posting isn’t lying about the condition of the product being sold.
Goals + Buy used goods for a great price + Preview the condition of a product before contacting seller
Wireframes
Thought Process
This is the home screen listing items for sale in the user’s area.
This is the map screen showing area ranges for items.
This is a screen where a user has searched for chairs and sorted by distance.
This is the map screen showing area ranges for chairs.
Tap on blue dot to view item. Users can swipe left or right to search through items.
Once a user has viewed an item, that blue dot will turn grey to show viewed item.
Branding
Accessibility
Color Palette
Fonts Helvetica + Blanch
In the design, you can clearly see the circle ranges for items when they are not selected and the user’s location. It is very visible when an item is selected and when an item becomes grey after it has been viewed.
Data Sonification Hackathon @ Spotify
Understanding The topic of the hackathon was data sonification, meaning how can we translate data into sound? Our team worked on a project to translate health data (heart rate, steps, and hours of sleep) from wearables into sound. The idea is that, if your sound is 'off' that means something is wrong with your health.
TODAY
60
10,000
8
BPM would either raise or lower due to heart rate. Average steps and sleep hours would be in a middle octave in the same key and either lower or raise due to how your data.
Prototype
This is the sound of someone who is unhealthy. Their song is off key and their sound waves are the color red. This gives a visual and a soniďŹ ed representation of their health data for the day.
This is the sound of someone who is healthy. Their song is on key and their sound waves are the color green. The tab below is also lifted so that the user can see their exact data points.
R
el fresco sabor de la tradiciรณn
Design Management Case Study
Background Yant & Marc is a bakery from Acámbaro, Guanajuato located in Santiago de Querétaro, Meixico. The company produces and sells traditional Acambaro’s bread. Yant & Marc has so far concentrated only on bread production and distribution, however they are now looking into expanding their business by entering more local stores and mini-supermarkets. Yant & Marc needs more information about the competence, how improving their sales and how to develop their packaging.
Objectives Brand positioning and expansion within the market to increase sales. • Researching the Acambaro’s bread and traditional bread market within Santiago de Querétaro. • Finding out more about competitors and competitive products.
Methodology The methodology adopted in this project was: Design Process Considering the following steps: - Definition of the problem - Understanding the problem - Evaluation - Action Plan
Process Primary research was conducted by Online Survey and a Focus Group. The aim of the survey was to get more insights into how the general public views the product, and gather information about its visual appearance. The aim of the focus group was to gather feedback on appearance, packaging on the product and competitor’s products.
Research According to the survey, the most important aspect for consumers is the flavour of the product followed by the appearance. Packaging Design influence customers at the moment of purchase. Packaging must communicate the product and give enough information to the client. Yant & Marc’s product must be catchy enough to stand among the competitors.
According to the focus group, packaging must predict product’s flavour. Colours and materials influence on the expectations of the consumers, for that reason the packaging must be attractive but also sincere. Yant & Marc’s product has an excellent quality baked under highest cleanness standards, and it exceeded participants expectations. Participants commented that is important to find an equilibrium between quality, tradition and innovation.
Market Analysis Market Size
3,622 convenience stores - 600 stores are potential customers.
Five Forces
Positive realtionships with their suppliers; several suppliers willing to help. Bread is essential in Mexican daily diet.
PES TLE SWOT 8S
New policies and rules against obesity. Price increase of primary ingredients.
Excellent quality in their product. Only one direct competitor in the city. Lack of experience in design. Pressure from big companies. Very informal work environment and lack of organization in certain areas. Schedule flexibility is positive but can hinder production. For company to expand they need to adopt a structured strategy.
Mapping Activity System Rotation
Durability Consignment Accesibility
Distribution Weekly Checking
Sampling
High Quality
Loyalty
Freshness Transp. Packgng.
1 Supplier C. Approach Baking
Yant & Marc
Diversity
Organization
Hand Crafted
Tradition
Waste mngm
Sustainable
Maintenance Infrastructure
M.T. Goals
Insights
Conclusion
1
2
3
4
Corporate image Brand ID Advertising Price Rivals Business Strategy Target Promotion Seasonal products Packaging Logo
Business models Inventary Organization charrt Financing Human resurces
Maintenance Factory Infrastructure Warehouse Suppliers Production Line Cost Product control
Channels Clients Logistics Transportation Product Supliment Payment Method Distribution control
1
2
3
4
marketing
administration
production
distribution
Logotype Corporate image Packaging Publicity Promotion Business strategy Pirce Brand registry Rivals Target Temporality products
Business model Organizational chart Financing Human resources
Warehouse Operating capacity Production line Factory Suppliers
Rotation Logistic Channels
Inventory
Cost Infrastructure Maintenance
Payment Control of distribution Transportation Clients
The most important factor in Yant & Marc is their product. Therefore, Yant & Marc should pay more attention to the factors that involve bringing product to market like administration, marketing, advertising, promotion, production and human resources. By now, is imperative that the company develops an action plan in which they categorize their activities by priorities. Yant & Marc’s strategy must focused in the freshness of their product. Everything at the company must be involved with the freshness ideology.
Workspace Discovery
Challenge Freelancers generally work out of coffee shops, but they tend to be so crowded that it's hard to find space. Freelancers end up wasting time by simply looking for a space to work.
Goals - Quicly find a work space with great atmosphere - Know ahead when is best time to grab a seat and work there
Pains/Frustrations - Umconfortable communal tables - Excesively crowded places
Nicolas 27. Journalist
Persona
Philadelphia, Pennsylvania
- Misleading online listings
“I go to the nearest coffee shop and it’s already packed by 10 am”
He works mostly in coffee shops nearest to where he lives, but being a writer, he is very sensitive to his atmosphere and comfort level. He currently uses yelp to find spaces to work out of, looking at photos and reviews. Sometimes pictures don’t match with reality and he has to start his search all over again.
Usability
Process Users were frustrated that they had to sign up before using the app. They also did not understand why there was a sort and ďŹ lter button.
Wireframes
Mockups