User Research - Systemic Design - Strategic Design - UX Design - Business Strategy
My Role:
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Lead UX Strategist & Researcher, brought in to diagnose a failing, live product and define a new, viable product strategy.
The Challenge:
WIDOOC, an e-commerce platform for construction materials, had been live for two months but "failed to garner a solid user base" because it fundamentally misunderstood its target market in Colombia.
The Outcome:
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Successfully pivoted the entire business model by conducting deep market and user research to identify the core misalignment.
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Delivered a new, validated Business Model Canvas and a comprehensive one-year product roadmap that aligned all stakeholders around the new vision.
User Research - Generative Design - UX Design
My Role:
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Product Designer & UX Strategist, responsible for defining the strategy to expand the app's core value proposition.
The Challenge:
Harmonie was a successful, single-feature meditation app. The ambiguous brief was to "expand the usefulness" and "create the 'harmonie lifestyle'"—to invent new, validated reasons for users to engage with the app.
The Outcome:
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Successfully translated a vague "lifestyle" brief into two new, user-validated product verticals: "Work & Focus" and "Sleep".
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Delivered the complete product strategy and user flows for these new features, which defined the product roadmap for the next year.
Market Research - Rapid prototyping - Strategic Design - UX Design - Visual Design
My Role:
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Lead UX Researcher & Strategist, responsible for validating the product concept, conducting all mixed-methods research, and defining the end-to-end user flow.
The Challenge:
Munich RE, the world's largest re-insurer, needed to validate the viability of a new digital-first insurance product for the Colombian B2B (PYMES) market—a market that traditionally relies on in-person brokers.
The Outcome:
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Delivered a high-fidelity prototype that achieved a 90%+ user success rate in unguided testing.
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Validated the product's market desirability and usability, providing the client with the data-backed confidence to green-light the business model.
Biodesign - Material Research - Systemic Design - Strategic Design - Business Modeling
My Role:
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Project Leader & Lead Designer, responsible for the entire project lifecycle: from initial concept, scientific research, and design strategy to community facilitation and branding.
The Challenge:
To address the economic displacement of Colombian families affected by the post-peace agreement, my challenge was not to design a product, but to invent a new, sustainable agroindustry from the ground up.
The Outcome:
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Invented WOOCOA, a novel, animal-free wool alternative from coconut and hemp waste.
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Winner of the 2018 Stella McCartney & Biodesign Challenge; the project was presented at the Museum of Modern Art (MoMA).
