I bring a blend of Business and Design perspective. Besides my acumen in Human-Centered Design Strategy and Research, I have a ten-year experience in Marketing and Brand management.
I got a degree in Business Administration at PUCP (Lima, Peru) and a Masters degree in Design Methods at IIT Institute of Design (Chicago, USA). Before switching into the Design Strategy and Research path I worked in marketing for various international consumer goods companies in Peru.
When I did my career shift, I worked in tech-related innovation projects at Telefonica R&D, but also for projects related with social good and social innovation. In Telefonica, as part of cross-functional teams, I led the research and strategy part that led us to continue, stop or pivot different initiatives. That allowed me to define the value of the initiatives and reposition solutions. Some of those projects were around:
Empowering women, exploring opportunities in Sao Paulo, Brasil.
Exploring the emergence wearable devices, before all the trend started with a focus on identity recognition.
Portable video services for second homes as a main use case.
Financial services for merchants.
Designing office spaces that foster innovation.
Smart cities for citizens by using available data.
IoT that makes sense to people.
I'm currently working for Fjord, as a Service Design Lead in Madrid where I have led teams, managed expectations of clients and internal stakeholders in order to, among other activities:
Help a Telco client to rethink its value proposition in the Czech Republic.
Redefine the digital workspace for a client in the Oil & Gas industry, with a global focus on employees rather than in technology.
Explore new ways of approaching people and doing research in the Emptied Spain for a Banking client.
Help the technology organization in a bank to build a new way of work with a
non-siloed mindset.Define the new customer experience for a client in the construction industry.
Create a new value proposition for a banking service focused on specific needs of employees of big corporations.
On the personal side, as a Peruvian-born with Chinese ancestors, I've been naturally raised in a multicultural environment. I've also lived and run projects in Bolivia, the US, India, and Spain. I often teach and speak in different events and countries.
I love cooking, traveling, trying new food and all the simple things that make life richer. And…I love Star Wars.
In my pursue of having a life life beyond screens, I've been experimenting our relationship with objects and how they are made. In that sense, I've tried working with leather and learned the very basics of glass blowing. I’m currently curious about scuba diving.
In general, I think life is about capturing stories to share and to learn from.