UX UI Lead of this 3 Digital products
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Involved in empathizing with the Brand by understanding the current status of the brand in the market by looking at Google analytics provided by El Botón’s Product Owner.
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Interviewed the main Stakeholders (Radio talents) to identify what their point of view is and their input throughout their experience in Radio and this Digital world.
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I did a Lo-Fi prototype so i could test with 20 User personas, there were some inisghts regarding Usability and Mental models that i had to modify.
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Created the Design System of the digital product to have a frictionless building process for Designers and Developers.
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In 2021, I fully redesigned the whole responsive Site of El Botón
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Designed El Botón APP
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Now in 2022, we are releasing a new version (3.0) of the website with lots of improvements from the previous 2021 design.
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In 2021, I fully redesigned the whole Site of NBC Palmsprings
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Created the Design System of the digital product to have a frictionless building process for Designers and Developers.
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This year, we are releasing a redesigned platform for Noticias Ya
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Created the Design System of the digital product to have a frictionless building process for Designers and Developers.
Cozumel For Fun
This is a freelance project that i was involved in.
I created the brand logo and the Design System (Digital brandbook) based on Atomic Design and UI best practices for the company, also i made a quick prototype in Adobe XD so i was able to test the usability and the funnel of the website.
I made a complete Design System in Adobe XD to make the prototype of Cozumel For Fun's website which i tested 1on1 with customers at the "malecon of Cozumel" which is the main avenue of the island.
This prototype was my first attemt to solve the need of my client of having a website to sell his tours on line, one of the reasons of this need came to live when the younger generations started do have their own online tour service in which the people who plan their vacations before arriving may book their services rather than meeting them on the pier or on the salespoints.
After a few tests i could see that the proposal i made was'nt the right one because the customers couldn't find a clear path to book a taxi tour service so it needs to be fixed.
This project is on development phase.
Playa Mia
I made the Design System of Playa Mia.
I faciliate a quick Design Thinking workshop for The Cozumel Trolley & Tour Co.
Created a Trolley Tour Design System and website.
Halloween Landing page of Playa Mia of a cooking class for a limited time.
Design System of the website of Playa Mia
The Cozumel Trolley & Tour Co.
I created a complete Design System of the Brand of Trolley.
Made a Landing page of the website of The Cozumel Trolley Tours.
Made the shopping kart of The Cozumel Trolley Tour website.
What? Why? How?
Before we started, there was the need to identify the team involved in this project through a Stakeholders map, so they could be gathered for a quick workshop.
We started with an empathy workshop of 6 hours in which i started by asking all of the stakeholders (CEO, Sales Director, Admin Director, Operation Director, Graphic Design Manager, Dev Manager, Call Center Manager) to think of this new project with a whole new mindset, the mindset of customer service.
We started with creating a Persona profile of the experience of all of the participants, so we could have an image of who will be the user that it'll be using and buying this new Trolley Tour service.
After that, we filled up a Product Vision Board Canvas so all of the stakeholders would know what's going to be of the new brand.
I asked to them to think of the best possible way a user can go through our new hypothetical service, and fill the "To be - Interaction board"
Also we made a Double Diamond board to know which is the best solution that the Whole service would have for the User Needs.
Persona board
Product Vision board
Interaction board
Double Diamond board
MoSCoW (Priorisation mehod tool)
Soon enough we made a Product Backlog in which we were going to start working in Agile to develop everything the service needed in terms of UX UI.
I made a Benchmark, with some Mexican and international companies.
With my team, we defined the Information Architecture of the site by running some Treetesting with a few customers that came to Playa Mia park.
I made some sketches by hand and tested them with 10 Playa Mia customers that came to the park, got some interesting insights about usability, content and the website architecture like:
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"I'd like to see the routes of the Trolley to compare between your service and of the other local ones."
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"Why is the menu button at the top? I find it uncomfortable to use that way."
The first thing was to create a Design System which i did in Sketch and Adobe XD.
Then i Made the Landing Page of the Cozumel Trolley Tour website (Mobile first) in RWD (Responsive Web Design).
After that, we tested the HiFi Prototype with the users in the Malecon of Cozumel (Main st) and got really good results.
Trolley Website Benchmark
HiFi Prototype
Design Hand-Off
For this phase, i uploaded the Design System and the HiFi Prototype to Zeplin for the developers could review and start to develor the website, this process was supervised by me at an 90%, this was my last project working for Playa Mia.
Next Steps
After the website goes live, it needs to be tested and the team needs to keep improving every detail found through Usability testings, 1on1 interviews.
The website is about to go live very soon.
Halloween Landing page of Playa Mia
The holiday was right around the corner (4 days prior) and Playa Mia needed to push the "Mexican cooking class workshop" somehow, so me and my team gathered and thought on what should w'lle do to make some sales.
First i interview'd the Sales Director and got what we thought was the best solution for this urgent need.
I made a quick responsive web design (RWD) of what this offer was about.
The dev's developed the website and we released it 2 days before the holidays came, and it was a blast.
1 Week workshop for TourFinder
Before i leave, i tought with a quick "1 week, 4 hous a day" little course to a graphic designer and a developer, the best practices of UX - UI design:
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Which are the best prototyping tools (Adobe XD, Sketch and Figma) to use now days for that.
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Color theory
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Balance
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The importance of typography
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Information architecture
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Agile design
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The principles of atomic design and the benefits of all
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How to create a UI - Design System in Adobe XD and how to work in colaboration of other Designers and Developers.
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Design Handoff (How the designer has to prepare it's work for the developers can use it's assets and styles.
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How and Why Mobile first.
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The phases of a Project
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How things should be done in the UX UI world
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How you get things done in the UX UI world
I told them that, there's no perfect Website, nor app, but you can make things better when you care, told them to adopt the infinite mindset (by Simon Synek) which tells you to not try to be the best, but be better, and you can apply this to anything in life, and eventualy you'll become the best.
That was a brief of my direct coaching to those guys and to all of the Design and Dev department.
Santander
When i worked here, i got involved in many projects but here are the most relevant:
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SD500 (SuperDigital Account)
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Paperless
SD 500
Super Digital account is a fully online debit card which is requested on the SuperDigital website.
It is meant for Students and Workers who don't want to go to the branch to apply for an account.
Me and my team had this challenge of improving the UX and UI of the whole funnel for opening a SuperDigiital Account on-line (Website), which we did by running some test on the streets with the customers , got the info we needed and made those changes to de Sketch file and the developers started coding, after a month, we got this "GoLive" celebration of Super Digital at Spotlight (Digital Factory of Santander in Mexico).
SD500 (SuperDigital) Landing Page
I came up with this idea of having a Landing page for SuperDigital, because it didn't have any friendly way to see the benefits of the accunt and make the potential clients feel comfortable with applying for one online.
I ran a few tests to see what was going to happen next:
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First I started with an online Open Card Sorting test which helped me and my team to understand what the users were going to see and when.
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I made a Treetesting with some people at the streets so i got this landed idea of what they needed.
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I made a HiFi Prototype in Sketch based on the Design System of SD500 and shared it with my team designers and developers.
Paperless
Paperles was a project which i was involved in in which i had the responsibility of leading the project (at a UX UI level) to find the best solution for this urgent need.
The first step was to get involved with the Project, which means to understand the Bank's objective for this and the real customer needs with this paperwoork that they are very used to get in their mail at home.
The bank had the need of making all the Digital and Non-Digital clients paperless because the printing and distribution price of the billing statement of those customers are almost 400,000 USD monthly.
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Empathize with the bank’s goal by interviewing stakeholders.
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Responsible of the user research process by understanding the needs of the customers with 1 on 1 interviews, shadowing customers inside the bank branch.
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Designer of a Customer Journey Map by detecting all the digital and non-digital touchpoints the customer have with the bank.
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Responsible for designing the strategy to approach and convince the customer of becoming paperless with the research insights.
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Designer of the Prototype of the mobile app solution for testing.
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Responsible of redesigning the Billing statement of the bank.
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Also changed the Billing statement to have an invitation to become paperless by havind this Eco proactive deed. Also there were a few other benefits yor them but the most powerful message was the GoGreen account state.
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Made changes to the flyers that the branches have.
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Made changes to the Mailing that the clients get.
TotalZone
: UX Design project of TotalPlay called Totalzone in which the company needed a digital platform (flashpage) to help the customers to connect to their own WiFi services in specific public areas like airports, parks, malls, etc.
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First i had to understand everything of the project, so i interviewed the Business Owner (BO) of the project and got some insights from him.
Basically the main goal was to have a channel through Mobile devices mainly in which the clients of TotalPlay could connect to apublic network, regardless of they being clients from TotalPlay.
This was an idea of making people to get to know you as a brand of internet services.
How did we get to a final solution?
Why are we doing this solution?
The next thing me and my team did was to to the field and make some shadowing to the people we saw using their mobile phones in public areas to understand how were they using any type of connection from any carrier and asked them how they connect to those WiFi signals.
Insights
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Users almost everytime look for free WiFi connection when they get to a park, airport, restaurant, mall, etc.
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First they look if their carrier is available in that place.
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90% of them use WiFi for Social Media.
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80% are on smartphones.
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100% want an easy way to connect to a Free WiFi.
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10% worries about firewall and security matter.
Citibanamex
UX Ui project which i was involved to re-design the Offers page of Citibanamex.
Also i designed the images of the offers that the bank's partners came to
Visual design lead for the creation of advertising material in charge of increasing the consumption of promotions that live within the citibanamex website.
Redesign of the Offers website of Citibanamex
Vangard
Designer of UI products, publicity campaigns and visual design of many well-known beer brands in the area like Cerveza Victoria (Victoria Beer), Grupo Modelo, Montejo and Los de Pescado which is a seafood restaurant.
Responsive website designed for the user to interact with the Victoria Beer brand, making twitts to win prizes.
Legend VS Legend
Website designed for the user to interact with the Victoria Beer brand, It's purpose was to entretain people with the history of the Wrestlers, the trending ones.
Victoria beer posts
Facebook Top Cover design and posts for social networks of companies. All the requirements that the company needs to be able to publish in the visuals are covered, every detail is taken care of leaving an impeccable visual to generate a greater number of impacts in the social networks and thus the user interacts and consumes the advertising of the company.
Xmatkuil fair
A master graphic was designed to participate in the Montejo pitch at the Xmatkuil Fair, the bases highlighted the use of Yucatecan elements and references to the fair (party), which are represented in the background texture, the deer (formed by "cross stitch" texture) and confetti. Lead direction of Master Graphic.
