I design meaningful products for mobile and web.

For the last 6 years, I’ve designed products that apply human-centered design and gameplay principles to encourage people to change or strengthen behaviours.

The projects I’ve worked on range from activating the online community of a feminine hygiene brand in social media, to motivating people in a long term online program to prevent illnesses like hypertension and diabetes.

I’ve worked in mobile and web products for customers from different industries, such as tv, music, games, retail, health, fitness, education, etc. in countries like Canada, the United States, India, Mexico, and Switzerland.

My process: 


Make sense.

Most of the work I do concentrates in understanding people. I seek for different attributes, contexts, and behaviours.

I search for key elements that will make a project or product meaningful: intrinsic and extrinsic motivations, thought process, social backgrounds, physical capacities, proxemics, challenges and barriers, etc.

I gather information mostly through qualitative methods such as observation, 1-to-1 interviews, empathy immersion, and small focus groups.

At this stage, I also research for references and look for inspiration. I create concept boards and keep a “parking lot” for ideas that I can come back to later.


Understanding the user.

Before doing any wireframing, I gather all the information and data points I have about the project and the users, and then I curate them into different topics. Mapping out this information is important to cluster concepts and ideas that are frequent, as well as to highlight interesting  observations.

Then I sketch and draw diagrams to illustrate user flows and spotlight crucial moments during those flows: where will people use the product? who will they be with? what device will they be using? when will they use it?

This part is all about discovering who the users are, understanding their needs, struggles, their goals, and motivations. I believe that people react positively when you give them something with purpose and meaning.


Ready, set, wires! 

Instead of just showing many screens and images, I want to describe what I do when I wireframe, the tools I use, and why this is important to me.

I start by writing. After sketching and brainstorming, I sit down and organise all the information and ideas in briefs, design documents, and user stories. 

I spend almost as much time using word processors and spreadsheets, as I do with any prototyping or design software. This allows me to create narratives and scripts that will translate into user flows, visual diagrams, and charts that reveal all pages and screens needed and the interactions in between.

To me, information architecture is key during the whole lifecycle of product development. I helps prioritising features and understanding the cost and time of building a product. During this process I pay extra attention to taxonomy and controlled vocabularies.

After that, I draw wireframes and use prototyping and collaboration software. Then I share them with my team and other stakeholders to keep constant feedback and iterations coming.

Depending on the project, I deliver low or high fidelity wireframes or mocks with cutup UI assets. 

Here’s a list of what I use to make all this happen: