I BRIDGE BUSINESS AND DESIGN. I HELP COMPANIES INNOVATE BY BRINGING USER PERSPECTIVE AND DESIGN METHODs INTO THEIR PROCESSES WITH A CLEAR ORIENTATION TO MAKING BUSINESS.  

As a design researcher and strategist I ask and focus on answering the WHYs and the HOWs. 

I truly believe that bringing the user to the center of the conversation can make a difference. As part of a UX Design team, I’ve experienced that user perspective makes business people nervous as it challenges the current way of doing business. That’s a good start...but a long and bumpy run. 

In this site, you will see a small sample of the type of projects I've been working on. I've had to keep some processes, results and other details confidential. In general, my work has allowed me to focus on different aspects of design and strategy that I'd summarize as:

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UNDERSTANDING PEOPLE AND THEIR CONTEXT

I believe in the power of conversations and contextual research. I see users as people and not just as markets. That's my take on innovation.

REFRAMING PROBLEMS AND OPPORTUNITIES

Understanding people leads to realizing the kind of problems we are trying to solve. It's not about thinking out of the box, but finding the right box first.

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thinking of strategy and what's possible

A thorough, cross-disciplinary approach has allowed me to bring research into ideas into prototypes, concepts and experiences.

The idea before joining the conversation was to place inspiring messages to foster a culture of innovation

The question that led to reframe the project was...WHY?

After some observations, interviews and inviting decision makers and other stakeholders to experience how working in the office feels and works, we were able to switch the project into a space design one. One that led to implementing spaces that have been successfully rolled out in some Telefonica's corporate buildings where conversations happen both informally and spontaneously. The feeling of workspace has changed and collaboration and communication flow better these days.

Observing how people work on a daily basis and how random interactions happen led to inspiration for a better use of space 

Observing how people work on a daily basis and how random interactions happen led to inspiration for a better use of space 

Former spaces were cold and lacked coziness. Messages and branding solutions alone would not foster an innovation culture

Former spaces were cold and lacked coziness. Messages and branding solutions alone would not foster an innovation culture

Current spaces now invite informal conversations, group work and "happy collisions"

Current spaces now invite informal conversations, group work and "happy collisions"

Execution of a coffee area that make people feel they are in an actual coffee "break"

Execution of a coffee area that make people feel they are in an actual coffee "break"

A project that started as a wearable that provides connectivity for all of our devices and turned into a deep understanding of what identity means and implies.

The initial idea was to become an alternative to our smartphone dependence through a wearable device. This exploration and given the hardware implications led our team to pivot into an exploration of the meaning of identity.

I led the research (both secondary and primary) aspects plus the implications and cases that could lead to a better fit with corporate initiatives. We explored the implications in retail, marketing data, security and finally cities, where the project ended up as a possibility of a pilot. 

Models, prototypes, scenarios, results and further explorations cannot be shown in this site.

Initial scenario and value proposition idea - Drawings by B. Braeutigam.

Initial scenario and value proposition idea - Drawings by B. Braeutigam.

Understanding what being connected means in in-depth interviews

Understanding what being connected means in in-depth interviews

Street intercepts to get a sense of how people experience connectivity and their priorities

Street intercepts to get a sense of how people experience connectivity and their priorities

Video concept validation. General evaluation of the concept plus exploration of use and potential revenue streams. Understanding where people put their money in the digital world. What's free, what should be free, what's worth paying

Video concept validation. General evaluation of the concept plus exploration of use and potential revenue streams. Understanding where people put their money in the digital world. What's free, what should be free, what's worth paying

Contextual research and scenario validation. Scenario enactment for a payment situation related with identity

The "Smart" city definition depends on what each vendor defines as "smart"

When asked about defining smart cities, we brought the perspective of citizens and specialists. Unlike the traditional definition of smart cities for city halls, there's little connection between what city governments do and citizens perceive.

In fact, most of the "smart city" approaches in the tech world, focus only on city governments. We understood that the way city management is structured focuses on silos (Health, Labor, Education, Transport) while life of citizens in the city tends to be transversal. That means that there's a disconnect between economic metrics and city livability. 

More information is available in the LinkedUrban site.

Contextual research led to understand what urban mobility, logistics and well-being imply for people

Contextual research led to understand what urban mobility, logistics and well-being imply for people

Understanding that there must be a balance between top-down and bottom-up initiatives to succeed

Understanding that there must be a balance between top-down and bottom-up initiatives to succeed

Communities as drivers of change play a relevant role and we must understand and engage them

Communities as drivers of change play a relevant role and we must understand and engage them

Witnessing that what's good for the city, is not directly reflected on city livability and lovabiity

Witnessing that what's good for the city, is not directly reflected on city livability and lovabiity

I've been lucky enough to see and be part of many stories

Some stories might be shareable in person. The areas/industries where I participated were focused on:

  • Understanding merchants for opportunities in financial services
  • Volunteering activity with DMI to understand the value and measure the value of design (download PDF
  • Portable video services
  • Building team experience in remote teams through real-time communication
  • Determining the cultural implications of an intrapreneurial culture.
  • Empowering women in low income countries
  • In-Store observations for improvements in the overall retail experience
  • Redefining living spaces in Mumbai
  • Rethinking retirement planning for the baby boomers in the US (AARP)
  • Eating and drinking on the go
  • Understanding Food Addicts in Recovery Anonymous
  • Launching a shampoo brand from scratch in Peru

Public speaking, teaching and workshop facilitation are also part of my personal stories.

Conducting research in India. Understanding communities to redefine living spaces in Mumbai (Godrej Industries)

Conducting research in India. Understanding communities to redefine living spaces in Mumbai (Godrej Industries)

Teaching Design Research at Universidad Europea (Madrid)

Teaching Design Research at Universidad Europea (Madrid)

Guest speaker and workshop facilitator at Productized Conference in Lisbon 2015: Are we really creating meaning?

Guest speaker and workshop facilitator at Productized Conference in Lisbon 2015: Are we really creating meaning?