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DESIGN STRATEGIST


CHANGE MANAGEMENT, DESIGN RESEARCH & STRATEGY

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DESIGN STRATEGIST


CHANGE MANAGEMENT, DESIGN RESEARCH & STRATEGY

You never change things by fighting the existing reality.
To change something, build a new model that makes the existing model obsolete.
— R. Buckminster Fuller

HELLO.

This is my "outdated" portfolio ;) 

For the past two years since I last updated it, I've been immersed in a career/life move that has taken me from Brand Strategy/Advertising in NY into Human Centered Design/Strategic Design Consultancy in Spain (for now). The best decision of my life! 

About me: a globally-minded, curious Strategist working for Soulsight Design Strategy in Madrid, Spain. I am now in the middle of the most beautiful project of my whole career: transforming IKEA Iberia (coming soon to this portfolio). 

In the past, I had worked in traditional, digital and integrated projects for public and private sectors in different markets and agencies (OgilvyFCB/TapsaThe Vidal PartnershipMccann Erickson NY). During those years, I studied people and built brands, exploring culture, attitudes and behaviors, testing ideas, and developing strategies to build engaging communications and experiences. In advertising, the role of the strategist was understanding what people need and why, and co-creating solutions that align to business goals, but it was quite frustrating not being able to influence their business model, culture or overall experience. And from a personal perspective, I needed to live a more meaningful career where I could really make an impact of the better.  So I had to make a bold move.

Back in 2013, I was working as a Senior Brand Strategist in New York when I decided to finally do something about it. I left my job and joined Hyper Island's MA in Digital Media Management (Manchester, UK). While at Hyper Island, I learned a lot about myself, collaborative processes and how to stay ever-learning in the digital era. I decided to move back to Spain and worked as a freelance for Nurun and Sodexo Paris until I finally joined Soulsight. Now I am a happy Design Strategist and Facilitator, helping organizations to make sense and trying to build a better world by doing so.

Today, people's behaviors and expectations are different, they choose what to experience, where and how. We live in a post-advertising era, where we need to change and create real value for business, people and society. And I'm glad I'm finally able to do so. 


I believe in....

 

AGILE PROCESS

I've been deeply influenced by the book Lean Start-Up, by Eric Ries and have been following an agile process in our projects, including Scrum, Sprints, Rapid Prototyping, Testing and Iterating. 

 

 

 

 

HCD

I've worked with Human Centered Design and Design Thinking methods, where we place people at the center of our thinking, collaborating and co-creating to meet their needs. Some of the tools we used are Personas, Consumer Cycles, Journey Mapping, etc.

 

 

 

 

 

PEOPLE

Team is everything. I believe in collaboration and co-creation to arrive at truly innovative solutions. We used Reflections, Feedbacks and Energizers among other methods to build trust in teams and work more efficiently and effectively together. 

 


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THIS IS ME


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THIS IS ME


Video about myself for Hyper Island's MA application.  

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HYPER ISLAND PROJECTS


A SNEAK PEAK INTO MY MOST RECENT WORK

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HYPER ISLAND PROJECTS


A SNEAK PEAK INTO MY MOST RECENT WORK

NIMBLE. Transport for Greater Manchester picked our idea from all 7 presented. Nimble is a data gathering & visualization digital platform to end people's love affair with their cars and embrace a mixed model of transportation. Nimble is a digital platform that recommends the most convenient route from point A to B in real time. The data is Crowdsourced through RFID technology in bus stops, a carpooling tag system and other open source APIs so the data gathering, interpreting and visualization can start today. 

My Role: Lead Strategist, Process Designer, Researcher, Ideation, Presentation Structure and Storyteller. 

Check out the full project HERE

 


BIOLOOP. The Biospheric Foundation is a Sustainable Living research project based in Suffolk, Manchester. We created Bioloop, a service to involve their community in Urban Farming and join the cause.

Bioloop included a personalized data-driven video-infographic for people to relate to the issue, an affordable DYI Vertical Farming kit for people to learn and get involved, and an app to share sustainable systems tips with each other and build a community of urban farmers worldwide. 

My Role: Team facilitator, Project Manager, Strategist, Field research, and Prototyping.

Check out the full project HERE

 


CHAMELEON. We worked with TUI Travel to help them connect with young travelers today. They are a large traditional agency based in the UK so we concepted a service tailored to youth, who are more unpredictable, adventurous and look for flexibility and freedom. An app to manage budget, change plans and discover local secrets on the go. It can be activated internationally with a simple sim card. It also included a twitter feed to leverage their reps local knowledge worldwide. 

My Role: Lead Strategist, Process Designer, Researcher, Ideation, Presentation script writing and voice over, UX and Prototyping. 

Check out the full project HERE

 

 


EASTERN BLOC RECORDS. I worked on this project as part of an agency we created at HI called Cube Collective where I was named team representative by the MD. Eastern Bloc is a well known Record Store specialized in Dance Vinyls. This became a project I got very passionate about because of my love for music and helping a small businesses survive. EB only asked for help with their e-commerce site, but we reframed their problem and built a strategic recommendation that included a new business model, a social media and SEO strategy, and several digital/analog ideas to stay in business.  

My Role: Team rep, Client Management, Business Development, Strategy, Ideation, Presentation and Storytelling. 

Check out the full project HERE

 


JOSE CUERVO TRACKER.  I had a secondary role in this project but contributed with Team Development, Process Design, Idea Selection and some aspects of the video development.

Check out the full project HERE

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