https://garduno.work garduno.work Sun, 10 May 2026 02:56:41 +0000 https://garduno.work en https://garduno.work/Main Sat, 09 Oct 2021 19:15:13 +0000 garduno.work https://garduno.work/Main .Hugo Garduño Product Designer working at the intersection of user behavior, ambiguity, and complex problems I lead discovery, frame product strategy, and turn uncertainty into clear product decisions grounded in real user insights&nbsp;and aligned with business outcomes. &nbsp; Mail &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;LinkedIn &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;Dribbble https://garduno.work/Case-studies Sat, 09 Oct 2021 19:15:14 +0000 garduno.work https://garduno.work/Case-studies Organizations I´ve worked on &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <img width="1239" height="222" width_o="1239" height_o="222" data-src="https://freight.cargo.site/t/original/i/a8dba4112e52828aaeb5595cf9d1343000950e8595f21a4dd2e9f90663784ec7/Logo_santnader.svg" data-mid="245676287" border="0" data-scale="54" data-no-zoom src="https://freight.cargo.site/w/1000/i/a8dba4112e52828aaeb5595cf9d1343000950e8595f21a4dd2e9f90663784ec7/Logo_santnader.svg" /> <img width="814" height="244" width_o="814" height_o="244" data-src="https://freight.cargo.site/t/original/i/bd2e35893754aa4253af404e519670f278d3427941f0a414a2d9b28eb443f51a/Logo_BBVA.svg" data-mid="245676283" border="0" data-scale="35" data-no-zoom src="https://freight.cargo.site/w/814/i/bd2e35893754aa4253af404e519670f278d3427941f0a414a2d9b28eb443f51a/Logo_BBVA.svg" /> <img width="877" height="206" width_o="877" height_o="206" data-src="https://freight.cargo.site/t/original/i/d22de206753be8b870b7fb5c0c5c8701039381033d0362b92cddd9c1efa38dfa/Logo_Kueski.svg" data-mid="245676285" border="0" data-scale="44" data-no-zoom src="https://freight.cargo.site/w/877/i/d22de206753be8b870b7fb5c0c5c8701039381033d0362b92cddd9c1efa38dfa/Logo_Kueski.svg" /> <img width="678" height="266" width_o="678" height_o="266" data-src="https://freight.cargo.site/t/original/i/9f1a6f6c1b792b30f9180909a9b826ebd4e5ad48a020e480e47c1fc7149a5741/Logo_OCC.svg" data-mid="245676286" border="0" data-scale="33" data-no-zoom="true" src="https://freight.cargo.site/w/678/i/9f1a6f6c1b792b30f9180909a9b826ebd4e5ad48a020e480e47c1fc7149a5741/Logo_OCC.svg" /> <img width="619" height="377" width_o="619" height_o="377" data-src="https://freight.cargo.site/t/original/i/0be3d9b24d8df68786f5da73c4fc3f252ab31228153dc0a897cff4871d5359be/Logo_Edenred.svg" data-mid="245676284" border="0" data-scale="25" data-no-zoom="true" src="https://freight.cargo.site/w/619/i/0be3d9b24d8df68786f5da73c4fc3f252ab31228153dc0a897cff4871d5359be/Logo_Edenred.svg" /> https://garduno.work/Organizations Sat, 07 Mar 2026 00:00:15 +0000 garduno.work https://garduno.work/Organizations Selected work &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; https://garduno.work/Insurance-Assisted-Sales Sun, 10 May 2026 02:56:41 +0000 garduno.work https://garduno.work/Insurance-Assisted-Sales PROJECT <img width="157" height="28" width_o="157" height_o="28" data-src="https://freight.cargo.site/t/original/i/e52e510d229fd9d2def502269ad91f6fe801724f295b768c70c9a2bca2811132/SanWeb.svg" data-mid="248092593" border="0" src="https://freight.cargo.site/w/157/i/e52e510d229fd9d2def502269ad91f6fe801724f295b768c70c9a2bca2811132/SanWeb.svg" /> Blindaje Total — Paper-Free Assisted Sales (Branch Channel) MY ROLE <img width="320" height="320" width_o="320" height_o="320" data-src="https://freight.cargo.site/t/original/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" data-mid="248092569" border="0" data-no-zoom="true" alt="me" data-caption="me" src="https://freight.cargo.site/w/320/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" /> My Role — Lead Experience Designer Ledding the end-to-end product design process, from discovery to solution definition and experience strategy. Working with product, engineering, and regulatory stakeholders to translate insights into product decisions. CONTEXT Banco Santander México is one of the leading financial institutions in the country, operating under a hybrid service model (digital and branch-assisted). Through its partnership with Zurich Santander Seguros México, the bank distributes a portfolio of insurance products sold by advisors in branch, including: &nbsp; &nbsp; •&nbsp; &nbsp; Blindaje Total Santander &nbsp; &nbsp; •&nbsp; &nbsp; Hogar Protegido Santander&nbsp; &nbsp; &nbsp; •&nbsp; &nbsp; Vida Multianual &nbsp; &nbsp; •&nbsp; &nbsp; Vida Recompensa &nbsp; &nbsp; •&nbsp; &nbsp; Protección de Ingresos &nbsp; &nbsp; •&nbsp; &nbsp; PPR Insurance Insurance sales in the branch channel rely on internal platforms used by advisors to quote, administer, and issue policies during assisted interactions with clients. <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/f22e2a2c3be1609c7f8cb7fff52c1a873dd54fc88881060c50b48481187c1cb2/Image-1.svg" data-mid="248092606" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/f22e2a2c3be1609c7f8cb7fff52c1a873dd54fc88881060c50b48481187c1cb2/Image-1.svg" /> ‧ ‧ ‧ &nbsp; DESIGN PROCESS Research &amp; Diagnosis ⸻ Ideation Workshop ⸻ Solution &amp; Implementation‧ ‧ ‧ &nbsp; OVERVIEW &amp; OBJECTIVE Objective The project initially started as an effort to improve the user experience of the legacy insurance platform (SEG Neurona), which had become technologically outdated and difficult to scale. Blindaje Total was selected as the first product to intervene at a strategic level, given its high placement volume in the assisted branch channel and its accessible price point, which made it operationally representative of the insurance portfolio. <img width="3105" height="1923" width_o="3105" height_o="1923" data-src="https://freight.cargo.site/t/original/i/e91def9a82dc0181b0e1a81df62f321ad9acc7f39e7900b77308da1d7edddfb8/1.png" data-mid="248092594" border="0" alt="Seg Neurona Legacy Insurance Platform" data-caption="Seg Neurona Legacy Insurance Platform" src="https://freight.cargo.site/w/1000/i/e91def9a82dc0181b0e1a81df62f321ad9acc7f39e7900b77308da1d7edddfb8/1.png" /> Legacy Insurance Platform — SEG Neurona ‧ ‧ ‧ &nbsp; DISCOVERY PHASE DiscoveryThrough field research, shadowing sessions, and interviews with more than 10 branch and Select advisors, we mapped the complete assisted sales process and identified more than 40 operational frictions across quotation, administration, documentation, and validation stages. These findings revealed that the insurance sales process was constrained by structural limitations in the operating model. Assisted Insurance Sales — Service Blueprint (AS-IS)‧ ‧ ‧ &nbsp; Key insights The sales flow was operationally inefficient and required excessive advisor effort.&nbsp;Payment and validation failures reduced closure rate.&nbsp;Documentation was fragmented across printed files, system outputs, emails, and offline evidence.Physical signatures and manual evidence handling created audit exposure.Commercial impact, operational friction translated directly into longer customer wait times, reduced sales fluidity, and defensive selling behavior. These findings reframed the initiative from a UI modernization effort into a broader transformation of the assisted insurance operating model.‧ ‧ ‧ PROBLEM Strategic Direction The redesign focused on four principles: Paper free by defaultReplace physical documentation, printed contracts, and manual signatures with digital evidence and centralized documentation. Reduce Operational Friction Simplify the flow by removing unnecessary steps, consolidating screens, and prioritizing only the information required for quotation and policy issuance.Transparency in Validation and Status Expose eligibility results, payment outcomes, issuance status, and operational feedback clearly to advisors. Enable Assisted Selling The interface should support advisors during the commercial conversation by presenting coverage, plans, and insured amounts in a structured and understandable way.&nbsp; ‧ ‧ ‧ PRODUCT SOLUTION Solution We designed Seguros 360, an integrated assisted sales platform for insurance products. Instead of optimizing isolated screens, the solution consolidated the complete assisted sales journey into a single operational workflow.End-to-End Assisted Sales Flow The redesigned platform integrates the key stages of the insurance sales journey. Quotation Advisors present coverage options, insured amounts, and plan variations during the client conversation. Validation Eligibility rules and validations are executed automatically within the flow. Policy issuance The system generates and confirms policy issuance without requiring additional operational systems. Documentation and evidence management Contracts, digital signatures, and supporting evidence are generated and stored directly within the platform. Assisted Insurance Sales — Priorization Matriz (TO-BE) ‧ ‧ ‧ TESTING Validation Interactive prototypes were tested with branch executives in realistic assisted scenarios. Testing goals: Evaluate clarity of the assisted flowValidate comprehension of disclosures and signature stepsIdentify operational friction for executives Measure task completion time Key findings: Early validation reduced downstream errorsSimplified document review improved client understanding Advisors required clearer system feedback on validation outcomes These insights informed iterative refinements before implementation. These insights informed iterative refinements before implementation. <img width="2643" height="1524" width_o="2643" height_o="1524" data-src="https://freight.cargo.site/t/original/i/00e8ad4628dc83b9f3175467499fed726710e1ecbf4beb1e9955e26d9818ba74/Userberry_rresults.png" data-mid="248092596" border="0" src="https://freight.cargo.site/w/1000/i/00e8ad4628dc83b9f3175467499fed726710e1ecbf4beb1e9955e26d9818ba74/Userberry_rresults.png" /> <img width="2652" height="1524" width_o="2652" height_o="1524" data-src="https://freight.cargo.site/t/original/i/858147369158daeefb97aa19d322b9ef39d5ab0dde2854b4929d738c6a45f80b/image-17.png" data-mid="248092599" border="0" src="https://freight.cargo.site/w/1000/i/858147369158daeefb97aa19d322b9ef39d5ab0dde2854b4929d738c6a45f80b/image-17.png" /> <img width="2651" height="1524" width_o="2651" height_o="1524" data-src="https://freight.cargo.site/t/original/i/4aa7047633705d5f95673bdeb9ad54cde02edddb29b3e1ced9db71850c093e7f/image-18.png" data-mid="248092597" border="0" src="https://freight.cargo.site/w/1000/i/4aa7047633705d5f95673bdeb9ad54cde02edddb29b3e1ced9db71850c093e7f/image-18.png" /> <img width="2638" height="1524" width_o="2638" height_o="1524" data-src="https://freight.cargo.site/t/original/i/bde62d62c81ca27b1ca1ae4fc85ede483b7b3b05980663eb4cfccba37c483320/image-24.png" data-mid="248092598" border="0" src="https://freight.cargo.site/w/1000/i/bde62d62c81ca27b1ca1ae4fc85ede483b7b3b05980663eb4cfccba37c483320/image-24.png" /> Useberry User Testing&nbsp; — MVP (ToBe) ‧ ‧ ‧ TESTING Key Product Decisions From paper evidence to digital evidence Manual documentation, printed contracts, INE copies, proof of address, signatures, and supporting documents were replaced or reduced through a centralized digital evidence model. From administrative tool to sales support interface The platform was redesigned to help advisors explain products during the conversation, not only complete back-office tasks. From fragmented steps to unified assisted flow Quotation, validation, payment, issuance, and documentation were integrated into a single workflow. From hidden system logic to visible operational status Validation results, payment status, and issuance confirmations became visible to advisors, improving transparency and decision-making. From single-product redesign to scalable operating model Blindaje Total became the first operational model for scaling paper-free assisted insurance sales across additional products. ‧ ‧ ‧ THE SOLUTION Desing solution <img width="6688" height="5111" width_o="6688" height_o="5111" data-src="https://freight.cargo.site/t/original/i/f537f27940132604790dac53dc234135c63b29e554d27128f07ed03cc10240b3/360---1.png" data-mid="248092601" border="0" src="https://freight.cargo.site/w/1000/i/f537f27940132604790dac53dc234135c63b29e554d27128f07ed03cc10240b3/360---1.png" /><img width="6688" height="5111" width_o="6688" height_o="5111" data-src="https://freight.cargo.site/t/original/i/9ed88c5180bc82b067749f3362f5ac05fd99af48d01c8e3f97fda3432b0177d2/360---2.png" data-mid="248092602" border="0" src="https://freight.cargo.site/w/1000/i/9ed88c5180bc82b067749f3362f5ac05fd99af48d01c8e3f97fda3432b0177d2/360---2.png" /><img width="6688" height="5111" width_o="6688" height_o="5111" data-src="https://freight.cargo.site/t/original/i/3ae89c85f01be86bb9be7de3015d8e95ab260bd9bdffbdc2bcbcf2f05be3f025/360---3.png" data-mid="248092603" border="0" src="https://freight.cargo.site/w/1000/i/3ae89c85f01be86bb9be7de3015d8e95ab260bd9bdffbdc2bcbcf2f05be3f025/360---3.png" /><img width="6688" height="5111" width_o="6688" height_o="5111" data-src="https://freight.cargo.site/t/original/i/59ae435502e9474ada0277cccc57e1e5831cf53143c70cd0f2a6e4c16dbaeeb4/360---4.png" data-mid="248092604" border="0" src="https://freight.cargo.site/w/1000/i/59ae435502e9474ada0277cccc57e1e5831cf53143c70cd0f2a6e4c16dbaeeb4/360---4.png" /><img width="6688" height="5111" width_o="6688" height_o="5111" data-src="https://freight.cargo.site/t/original/i/fb52ebcb932f9a6501f4ba287680225c168a50ffdbeb28d274c45cb77326cb4b/360---5.png" data-mid="248092605" border="0" src="https://freight.cargo.site/w/1000/i/fb52ebcb932f9a6501f4ba287680225c168a50ffdbeb28d274c45cb77326cb4b/360---5.png" /> ‧ ‧ ‧ BUSINESS AND CUSTOMER IMPACT Impact (Expected Outcomes) Pilot Outcomes&nbsp; Although the legacy platform lacked consistent event tracking and operational analytics, pilot deployments and field validation sessions showed clear operational improvements during early rollout. Observed pilot outcomes included: Assisted sales flow reduced from approximately 25–35 minutes to 12–15 minutesTransition from paper-based operations to a centralized digital documentation and signature model Reduction of operational friction across quotation, validation, payment, and policy issuance Increased advisor confidence during sales interactions Improved operational visibility, audit traceability, and payment status tracking Reduced advisor cognitive load and increased confidence during assisted sales conversations These early pilot results validated the operational redesign approach and confirmed the viability of a paper-free assisted sales model. Post Pilot Metrics &amp; KPIs Following pilot validation, the initiative defined a broader set of operational and business objectives to guide future scaling and measurement. Key objectives included: 15% increase in insurance contracting conversion rates 40% reduction in assisted placement and policy issuance time 35% reduction in validation-related operational rework — errors on policy issuance 85% reduction in physical documentation dependency Improvement in payment and issuance operational reliability, measured through CES Increase advisor NPS by 15–25 points, targeting a score of 7–8 in the first quarter, followed by continuous quarter-over-quarter improvement. 100% digital audit traceability coverage‧ ‧ ‧ Key Takeaway The challenge was not simply redesigning an interface. It was redesigning the operating system behind assisted insurance sales, aligning advisor workflows, compliance requirements, and customer interactions into a single digital process.Thanks ‧ ‧ ‧ https://garduno.work/Transforming-Credit-Access Sun, 28 Jan 2024 18:16:55 +0000 garduno.work https://garduno.work/Transforming-Credit-Access PROJECT Transforming Credit Access DESIGNER <img width="320" height="320" width_o="320" height_o="320" data-src="https://freight.cargo.site/t/original/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" data-mid="203004559" border="0" data-no-zoom="true" alt="me" data-caption="me" src="https://freight.cargo.site/w/320/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" /> Hugo Garduño Product Designer who enjoys relaxing outside his world and thinking about how there is nothing new under the sun.&nbsp; OVERVIEW This fintech is a company that specializes in providing online lending solutions. Their platform includes a BNPL (Buy Now, Pay Later) model, mainly targeting people who don’t have access to traditional banking services. By using digital technology, they aim to make financial services more inclusive and accessible, helping underserved individuals manage their financial needs with ease. DISCOVERY PHASE Context The company identified challenges in its existing Credit Line Increase Policy (CLIP) program in their BNPL model, including lack of transparency, usability issues, and limited user understanding. These issues reduced user engagement and satisfaction, which impacted the company’s long-term growth and customer retention. As a Product Designer, I collaborated with a research lead to identify key issues in the CLIP program through data analysis (data,&nbsp;NPS,&nbsp;survey)&nbsp;and stakeholder interviews. <img width="4443" height="3174" width_o="4443" height_o="3174" data-src="https://freight.cargo.site/t/original/i/16614e52dd927fb1e755523a6b2de18dfbd68dfe6776709555ed090ba720f560/Context-CLIP.png" data-mid="222346362" border="0" src="https://freight.cargo.site/w/1000/i/16614e52dd927fb1e755523a6b2de18dfbd68dfe6776709555ed090ba720f560/Context-CLIP.png" />‧ ‧ ‧ Discovery"How did we come to know this?" The CLIP initiative was launched based on insights from a survey aimed at identifying the key factors influencing a card’s selection as the primary payment method (PPM) at checkout. In this phase I led the analysis of the survey results and NPS reports to pinpoint critical areas for improvement in the CLIP program. This analysis revealed several key findings: Higher credit limits are the primary driver for customers to use a card as their "first payment option."Interest-free installments (MSI) are especially appealing to lower-income segments.Competition: Nu currently dominates the PPM share among higher-income customers.Payment Priority: Cards selected as the PPM are 35% more likely to be paid off first, highlighting their significance in user financial behavior. These findings emphasize the importance of offering higher credit limits to establish a card as the primary payment method and prioritize repayment. Furthermore, NPS feedback revealed a strong demand for increased credit limits via CLIP and the inclusion of MSI options. These insights became essential in shaping strategies to enhance user satisfaction and engagement.Additionally, customer feedback from the NPS Report shows a clear demand for higher credit limits through CLIP and the option to pay in installments (MSI). These insights are key to improving customer satisfaction and engagement. ‧ ‧ ‧ PROBLEM Setting the problem To clearly define the challenges, I facilitated a problem-framing workshop (with stakeholders) using How Might We (HMW) questions to encourage creative thinking and solution-oriented approaches. By framing problems with HMW questions, the team fostered a sense of optimism and collaboration, which helped generate a variety of innovative solutions. The primary goal identified was to improve user engagement and satisfaction with the CLIP experience, driving long-term growth and loyalty. This required addressing technical and design issues while ensuring user needs and expectations were met.The central question we addressed was: “How might we improve user engagement and satisfaction with the CLIP (Credit Line Increase Policy) experience to drive long-term growth and loyalty within our customer base?” Defining metrics:To evaluate the success of the CLIP feature implementation, I facilitaded a session with our stakeholders (tech, product, fraud, sales, legal, etc) to establish measurable Key Results (KRs) and metrics based on detractor feedback. These included: CLIP Adoption Rate: Percentage of eligible users who activate and use the CLIP feature at least once, with a goal of 70% adoption in the first quarter.CLIP Utilization Rate: How much of the available CLIP limit users are utilizing, targeting at least 50% utilization.CLIP Satisfaction Score: User satisfaction with the CLIP feature, aiming for an average score of 4 out of 5.CLIP Activation Time: Average time for users to activate CLIP after becoming eligible, with a goal of reducing this to under 3 days.CLIP Impact on Detractor Reasons: Reduction in user complaints about not having access to CLIP, targeting a 20% decrease within six months. These metrics served as a framework to track the feature’s performance and guide future improvements in user satisfaction and engagement. ‧ ‧ ‧ IDEAS Ideation workshopTo address the identified problem, I designed and moderated a brainstorming session with a multidisciplinary team comprising members from product, design, engineering, and customer service. This structured workshop allowed all participants to contribute ideas and collaborate on potential solutions. My role included planning the session, setting the agenda, and ensuring active participation from all team members. Key outcomes Implementation of a CLIP "Heat" Meter: It was decided to develop a visual meter within the app indicating users' likelihood of receiving a credit increase at the next review. This feature would provide transparency and motivation to improve financial behavior.Creation of a CLIP Educational Section: It was agreed to develop a dedicated section in the app explaining the CLIP program in detail, including eligibility criteria and steps to obtain a credit increase. This would help users better understand the process and increase their engagement.Integration of CLIP Rewards: It was proposed to offer rewards and additional benefits to users who achieved milestones in their participation in the CLIP program, such as interest rate discounts or financial incentives. This would incentivize participation and foster customer loyalty. These solutions were identified as the most impactful and feasible for improving the CLIP experience. The ideation workshop enabled the team to generate creative ideas and select those best suited to addressing the challenges. <img width="7956" height="6978" width_o="7956" height_o="6978" data-src="https://freight.cargo.site/t/original/i/5d4ac7565519c0c58befc85ec6b87da15805bb18c00adc8f805ef9e6750e5d98/Prioritize.png" data-mid="210752181" border="0" src="https://freight.cargo.site/w/1000/i/5d4ac7565519c0c58befc85ec6b87da15805bb18c00adc8f805ef9e6750e5d98/Prioritize.png" /> MVP:I contributed directly to defining the features of the Minimum Viable Product (MVP). These features were designed to provide immediate value, improve transparency, and encourage user engagement with the CLIP program. Barometer for CLIP Eligibility: A visual scale shows users their likelihood of receiving a future CLIP, motivating better financial behavior.Dedicated CLIP Section: A section within the app explains the CLIP program in detail, guiding users through each stage of the process.CLIP on First Purchase: Users receive an immediate credit line increase (e.g., 20%) after their first purchase, giving them a tangible experience of CLIP.CLIP Surprise: After a set number of CLIPs (e.g., 3, 6, or 10), users receive surprise bonuses such as discounts, upgraded status, or perks like installment plans (MSI). These features aim to provide immediate value, clear understanding, and motivation for users to engage with the CLIP program and achieve their financial goals. ‧ ‧ ‧ TESTING Usability testing To evaluate the usability and user experience of the CLIP feature in the mobile app, I planned and moderated a series of usability testing sessions. These sessions involved 10 participants from our target audience, including regular credit users and those interested in increasing their credit line. Methodology: Participants performed specific tasks related to the CLIP feature while thinking aloud, and their actions and comments were recorded for analysis. Key Findings:Discovery Issues: Participants had difficulty finding the CLIP feature, suggesting it needs better placement or highlighting.Confusion about Requirements: Some users didn’t fully understand the eligibility criteria, indicating a need for clearer communication. Process Complexity: The CLIP application process was seen as confusing by some, calling for simplification. Visual Feedback: Users wanted immediate visual feedback, such as confirmation or progress tracking after applying for CLIP. Information Enhancements: Participants requested more information about CLIP benefits, terms, interest rates, and its impact on credit history. Recommended Actions:Relocate and better highlight the CLIP feature for easier discovery.Clearly communicate eligibility requirements in the user interface. Simplify and streamline the CLIP application process. Incorporate visual feedback to confirm application and track progress. Provide transparent information on CLIP benefits, terms, and credit impact. ‧ ‧ ‧ THE SOLUTION Desing solutionI played a key role in the redesign of the CLIP solution, ensuring it was centered on user needs while addressing the challenges identified during testing. My contributions focused on improving visibility, streamlining processes, and providing personalized recommendations to enhance the overall user experience. Real-time feedback and continuous improvement ensure a seamless user experience, driving engagement and satisfaction while supporting long-term growth. <img width="4443" height="3174" width_o="4443" height_o="3174" data-src="https://freight.cargo.site/t/original/i/ee3d9e0af0ad8ec18baa846fa0767825d7f4b072352fb0c407b61f9ebfe3f2fe/01-screen.png" data-mid="210772009" border="0" src="https://freight.cargo.site/w/1000/i/ee3d9e0af0ad8ec18baa846fa0767825d7f4b072352fb0c407b61f9ebfe3f2fe/01-screen.png" /><img width="4443" height="3174" width_o="4443" height_o="3174" data-src="https://freight.cargo.site/t/original/i/bc8f6a0b968754a2c254ea83a723728a75e3fb038ca70fa656367bd57165a76a/02-screen.png" data-mid="210752603" border="0" src="https://freight.cargo.site/w/1000/i/bc8f6a0b968754a2c254ea83a723728a75e3fb038ca70fa656367bd57165a76a/02-screen.png" /><img width="4443" height="3174" width_o="4443" height_o="3174" data-src="https://freight.cargo.site/t/original/i/c673fa2bbc0268f124b9d42f158100b33172083861c8835daad61b9aa454ce80/03-screen.png" data-mid="210752604" border="0" src="https://freight.cargo.site/w/1000/i/c673fa2bbc0268f124b9d42f158100b33172083861c8835daad61b9aa454ce80/03-screen.png" /> ‧ ‧ ‧ BUSINESS AND CUSTOMER IMPACT Measure ︎︎︎ learn ︎︎︎ Iterate Next steps: Metrics Review: We will review the key metrics, including adoption rates, utilization rates, satisfaction scores, and detractor reasons, to evaluate the feature's performance.Usage Data Analysis: We will analyze user behavior data to understand how customers interact with the CLIP feature and identify any patterns or opportunities for improvement.Feedback Collection: User feedback will be gathered through surveys and direct interaction to capture qualitative insights into their experience with the feature.Thanks ‧ ‧ ‧ https://garduno.work/OCC-Mundial-Profile-Match Mon, 27 May 2024 14:57:29 +0000 garduno.work https://garduno.work/OCC-Mundial-Profile-Match PROJECT Profile Match DESIGNER <img width="320" height="320" width_o="320" height_o="320" data-src="https://freight.cargo.site/t/original/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" data-mid="211736901" border="0" data-no-zoom="true" alt="me" data-caption="me" src="https://freight.cargo.site/w/320/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" /> Hugo Garduño Product Designer at OCCMundial who enjoys relaxing outside his world and thinking about how there is nothing new under the sun.&nbsp; OVERVIEW OCCMundial is a mexican employment marketplace. You can find jobs and career related information or recruit the ideal candidate. DISCOVERY PHASE Context OCCMundial faced two key challenges: For recruiters: A CSAT satisfaction rate of 65% and low-quality applications (only 20% of applications met their expectations).For candidates: A lack of confidence in knowing whether their résumé met job requirements and difficulty finding jobs that matched their skills, location, salary, and experience. OCC Mundial faced the challenge of enhancing the application experience for candidates and improving the quality of applications for recruiters&nbsp;(6 applications for every 10 viewed jobs). I led the end-to-end design process for a solution that enhanced the job application experience for candidates while improving the quality of applications for recruiters. From discovery to delivery, I drove the research, ideation, prototyping, testing, and final implementation. OCCMundial, a leading employment marketplace in Mexico, sought to address key challenges in matching candidates with job opportunities aligned to their profiles, and this project delivered a comprehensive, user-centered solution. DiscoveryTo understand candidate pain points during the job search and application process, I led user interviews with 20 participants based on user personas. The research focused on: How candidates search for jobs and compare opportunities.The type of information they value most.Factors influencing their decision to apply for a job.External factors impacting their decision-making. ‧ ‧ ‧ Identifying impactful insights Using affinity mapping, I organized and categorized user insights, identifying key patterns and priorities. I further synthesized these insights through empathy maps, which helped highlight unmet needs and behavioral patterns, laying the foundation for actionable design solutions. <img width="778" height="457" width_o="778" height_o="457" data-src="https://freight.cargo.site/t/original/i/0156eb29e07f0cb419e020f8310832a3e040ba3f82c1678ae918fd2b87615a03/empathy-map.svg" data-mid="211736906" border="0" data-scale="100" src="https://freight.cargo.site/w/778/i/0156eb29e07f0cb419e020f8310832a3e040ba3f82c1678ae918fd2b87615a03/empathy-map.svg" />‧ ‧ ‧ PROBLEM Problem Statement By framing the problem with How Might We (HMW) questions, I guided the team (Tech, Marketing, Product, Data) toward a human-centered design solution. The central HMW question was: “How might we make it easier for candidates to find jobs according to their skills, experience, desired salary, and location to improve apply quality?” ‧ ‧ ‧ IDEAS&nbsp; Ideation workshopI facilitated a multidisciplinary ideation workshop to generate innovative ideas for solving the defined problem. My role included: Structuring the workshop and prioritizing HMW questions.Facilitating remote sessions with participants from product, design, and engineering teams.Documenting all ideas for further analysis and prioritization. <img width="2210" height="1800" width_o="2210" height_o="1800" data-src="https://freight.cargo.site/t/original/i/2b1b989ef92a74661740503075f9a52b450950d6054dfb2cfe38aedfea6462f6/Identifying-impactful-insights.png" data-mid="211736908" border="0" src="https://freight.cargo.site/w/1000/i/2b1b989ef92a74661740503075f9a52b450950d6054dfb2cfe38aedfea6462f6/Identifying-impactful-insights.png" /> Key Ideas Generated: Displaying Profile Matching to show candidates how well their profiles align with job requirements (e.g., salary, education, experience, skills, and location).Providing a detailed summary of the compatibility between job vacancies and candidate profiles to boost confidence and improve the application experience.MVP: I collaborated in defining the MVP features to address user and business goals: Profile Matching Indicators: Displaying a percentage score that reflects how closely a candidate's profile matches the job requirements, including criteria such as salary, education, and skills.Compatibility Summary: Providing candidates with a clear and detailed view of their fit for specific job openings, increasing their confidence in applying. ‧ ‧ ‧ Set metrics Business Goals: Improve Candidate Application Quality:Increase the ratio of quality applications (candidates meeting job requirements) to at least 40% (from the baseline of 20%).Enhance Recruiter Satisfaction (CSAT):Improve CSAT from 65% (neutral) to 75% (satisfied) within six months of the feature launch.Increase Net Promoter Score (NPS):Boost NPS for recruiters by 10 points by ensuring higher-quality applications. Customer Goals: Improve Application Match Confidence:Ensure 80% of candidates understand the profile matching score and use it to determine their likelihood of success (Measure through a survey and customer effort score).Increase "Percentage Score" Applications:Increase the percentage of applications submitted to highly compatible vacancies by 40%.Boost Customer Effort Score (CES):Reduce perceived effort in identifying relevant job postings, targeting a CES increase of 1.0 point on a 7-point scale. These metrics align with both business and customer objectives, serving as benchmarks to measure the feature’s success in improving user experience and delivering value to recruiters. ‧ ‧ ‧ TESTING User testing I led usability testing sessions to evaluate and refine the Profile Matching feature: Objectives: Assess the clarity of labels and icons to ensure users understood the matching score and its relevance.Test the positioning and visibility of key UI elements for intuitive navigation.Gather user feedback to refine the copy, iconography, and layout for better comprehension and usability. Key Findings: Clarity of Labels: Users understood the meaning of the matching percentage and found the information valuable.Placement: Some testers suggested better placement for easier visibility.Iconography: The briefcase icon was well-received and associated with professionalism, security, and compatibility. ‧ ‧ ‧ <img width="2904" height="1740" width_o="2904" height_o="1740" data-src="https://freight.cargo.site/t/original/i/b3157de3c3510d9db43b4639903c188acc75a65958b93a06291616016b765f13/Testing.png" data-mid="211736910" border="0" src="https://freight.cargo.site/w/1000/i/b3157de3c3510d9db43b4639903c188acc75a65958b93a06291616016b765f13/Testing.png" /><img width="4356" height="2820" width_o="4356" height_o="2820" data-src="https://freight.cargo.site/t/original/i/2a39ecbb6e561041fc377caea52f95f18a12ee1395a2e1cef7dd21fd2104fa0e/Jobad-detail-4.png" data-mid="211739645" border="0" src="https://freight.cargo.site/w/1000/i/2a39ecbb6e561041fc377caea52f95f18a12ee1395a2e1cef7dd21fd2104fa0e/Jobad-detail-4.png" /> ‧ ‧ ‧ THE SOLUTION Desing: Profile matchI designed the Profile Match feature with a focus on enhancing user confidence and application quality: A high compatibility indicator that uses a percentage score to help candidates quickly understand how well they align with a job vacancy.Simplified copy to clearly communicate compatibility without causing confusion. The result was a seamless, user-centered feature that improved candidates’ ability to identify suitable jobs and recruiters’ satisfaction with application quality. <img width="4356" height="2820" width_o="4356" height_o="2820" data-src="https://freight.cargo.site/t/original/i/c0980341cf15bc7977d0aaba9de51a8d92b47801f902cb24e0328889c2d54f6e/Result-page.png" data-mid="211736921" border="0" src="https://freight.cargo.site/w/1000/i/c0980341cf15bc7977d0aaba9de51a8d92b47801f902cb24e0328889c2d54f6e/Result-page.png" /> <img width="2904" height="1880" width_o="2904" height_o="1880" data-src="https://freight.cargo.site/t/original/i/39303c18f01b9ce12c4a44f98531168c5a0ca655ac98e27b51aef0aed01b303b/Jobad-detail.png" data-mid="211736920" border="0" src="https://freight.cargo.site/w/1000/i/39303c18f01b9ce12c4a44f98531168c5a0ca655ac98e27b51aef0aed01b303b/Jobad-detail.png" /> ‧ ‧ ‧ Thanks https://garduno.work/OCC-Mundial-Design-System Sat, 09 Oct 2021 19:15:14 +0000 garduno.work https://garduno.work/OCC-Mundial-Design-System PROJECT Building OCC’s&nbsp; Design system DESIGNER <img width="320" height="320" width_o="320" height_o="320" data-src="https://freight.cargo.site/t/original/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" data-mid="121220718" border="0" data-no-zoom="true" alt="me" data-caption="me" src="https://freight.cargo.site/w/320/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" /> Hugo Garduño Product Designer at OCCMundial who enjoys relaxing outside his world and thinking about how there is nothing new under the sun. CASE While you read this, a new graduate from Guadalajara seeks his first job and a new start-up grows rapidly looking for a developer in Mexico City, a person has missed her job, a company has reduced its staff due to Covid-19. In fact there is a possibility you’re looking for a better job while you're reading this. As any scalable product, OCC has evolved, however four years ago it suffered from a clear visual language, lack of consistency and as a result, little speed by building the product, which caused an unreliable and frustrating experience for all our users.With over 5 million —between recruiters and candidates— users and 1 K new accounts per day, how can we ensure a positive, reliable experience for everybody?<img width="4000" height="1020" width_o="4000" height_o="1020" data-src="//freight.cargo.site/t/original/i/0ebcabd6eb56eed0e5718e3405e6deb6959d1d2069113cc234b9c607c272b22f/userpersonas.png" data-mid="121406236" border="0" style="width: 586.75px; height: 149.621px; display: none;"><img width="4000" height="1020" width_o="4000" height_o="1020" data-src="https://freight.cargo.site/t/original/i/8e32fb3dee7d69512ac1e5c16603426420a7ca890a9e1e0da600e88629e906ac/userpersonas.png" data-mid="121406473" border="0" src="https://freight.cargo.site/w/1000/i/8e32fb3dee7d69512ac1e5c16603426420a7ca890a9e1e0da600e88629e906ac/userpersonas.png" /> The answer is our first design system. Creating a system that allows front-end designers and engineers to build faster while generating a consistent, robust and scalable language that allows us to explore freely. <img width="4158" height="1860" width_o="4158" height_o="1860" data-src="https://freight.cargo.site/t/original/i/133d1dbabb7db44f38d2eddf25e2d27e8fb2c5553fc61cc268830a6eaacc1f67/portada.svg" data-mid="121406433" border="0" src="https://freight.cargo.site/w/1000/i/133d1dbabb7db44f38d2eddf25e2d27e8fb2c5553fc61cc268830a6eaacc1f67/portada.svg" /> A lack of consistencyWe started analyzing the pages on our site and landing marketing pages and the process to create new pages, we realized that we severely lacked the consistency and scalable system that are a better practice for digital prodruc design. There weren’t repeatable and reusable components to build pages, the designers and developers presented themselves with their own systems and creating new visual components day by day, many of which were very similar, although not exact, to solutions already implemented on other pages. Not only was the site difficult to maintain and update, but also the mobile app was incompatible with itself and with the site. Co-created by a small team We initially centralized the creation of the design system but design team participated on definition of each elements of the system. How responsible for the organization and facilitation of the project, I empower the entire team to address the problem in a more functional way. A developer standardize the code through the design system and created a content management system. I organized the existing design components and the missing ones. Taking inventory Instead to strat from scratch, we look back and saw what we had build, I mean style guide, basic components, complex components and more. That meant we already had a group of components. It was unorganized, incosistent, wrong labeled and I repeat again unorganized. We list all of theses components, ad then we detetcted which one was obsolet, repeteted, with any quantity of variants or outliers. Some of theses repeated elements were huge, so we dissected them down to an atomic level and from molecules to organisms, some components werescpcials so we fit the needs in order to build a better component. Once we refined the visual language we’d already created, we started only with a single component, our primary button an then scaleted to the mean components.&nbsp; Dynamic and federate DS A design system is maintained and built by a product team. It's a federated approach to extending&nbsp; Arco Design System (ODS), enabling teams to build patterns for their specific area of expertise, contributing back to the larger system. A pair of designers have created the system that a whole small team can use it. Meeting the needs of every product team would require a system without constraint or a design culture of rigid adherence to the rules. Over the course of three months, We created and organized a robust, adaptable style guide and component library that now lives in our CMS, Arco Design System (ADS). Everything is consistent across the board — typography, sizes, padding, line heights, colors, and grid.A pair of designers have created the system that a whole small team can use it. Meeting the needs of every product team would require a system without constraint or a design culture of rigid adherence to the rules. Arco DS was named and inspired by a historic place called “Los Arcos” in Querétaro, México where OCCMundial is based.&nbsp;You can view our style guide&nbsp;first version file here. <img width="4122" height="1389" width_o="4122" height_o="1389" data-src="https://freight.cargo.site/t/original/i/e20e3d3f4d7348159c27f7611206aff5f965580465eb007110dd611681b0e696/Arco.png" data-mid="121434642" border="0" src="https://freight.cargo.site/w/1000/i/e20e3d3f4d7348159c27f7611206aff5f965580465eb007110dd611681b0e696/Arco.png" /> https://garduno.work/User-Personas Sun, 28 Jan 2024 18:18:34 +0000 garduno.work https://garduno.work/User-Personas PROJECT User Personas DESIGNER <img width="320" height="320" width_o="320" height_o="320" data-src="https://freight.cargo.site/t/original/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" data-mid="203004579" border="0" data-no-zoom="true" alt="me" data-caption="me" src="https://freight.cargo.site/w/320/i/7a31e6fc3e4c95c884e050bbe59672dc240beb113ae798de08b4a8fc3fefbbea/avatar.png" /> Hugo Garduño Product Designer at OCCMundial who enjoys relaxing outside his world and thinking about how there is nothing new under the sun.&nbsp; OVERVIEW OCCMundial is a mexican employment marketplace. You can find jobs and career related information or recruit the ideal candidate. DISCOVERY PHASE ContextOur primary goal is to cultivate a deep understanding of our users by empathizing with them on various levels. By delving into their needs, goals, frustrations, and behaviors, we aim to gain profound insights that will guide us in answering a fundamental question: "Who are we designing for?" This empathetic approach allow us to go beyond surface-level preferences and truly grasp the intricacies of user experiences. Uncovering the nuances of their needs and frustrations empowers us to create designs that resonate, providing solutions that align seamlessly with their goals. In essence, our project's objective is to foster a user-centric design process, ensuring that every element crafted is not just aesthetically pleasing but also meaningfully addresses the unique challenges and aspirations of our target audience. How Did We Tackle the Challenge of User Personas? How Did We Achieve This?Surveys and interviewsIdentifying PatternsDefining User Personas <img width="558" height="638" width_o="558" height_o="638" data-src="https://freight.cargo.site/t/original/i/b755dddf9959cbb4be3a335a4433e7e3a7e896e7a577cfe5b7fcc714d169ea71/Group-734.png" data-mid="203007444" border="0" src="https://freight.cargo.site/w/558/i/b755dddf9959cbb4be3a335a4433e7e3a7e896e7a577cfe5b7fcc714d169ea71/Group-734.png" /> Surveys and interviews: We conducted 340 surveys to identify and segment our user base. We defined four main user groups. A empathy map was created to guide the persona development process. Interviews were conducted with five individuals per profile across six groups. Patterns of behavior, needs, and motivations were identified. We utilized the gathered data to define their characteristics, behaviors, Jobs To Be Done (JTBD), and other relevant aspects. In our quest to understand our users deeply, our approach involved a multifaceted strategy. Through extensive surveys, we engaged with a diverse audience, allowing us to categorize them into distinct user groups. These groups were further refined through meticulous interviews, aiming to uncover patterns that went beyond the surface. <img width="521" height="578" width_o="521" height_o="578" data-src="https://freight.cargo.site/t/original/i/a9f1cb8a6bb6e2c80fd3c5c759137109856cbcd2f7a6acc759ef997c72817cd1/Group-421.png" data-mid="203007443" border="0" src="https://freight.cargo.site/w/521/i/a9f1cb8a6bb6e2c80fd3c5c759137109856cbcd2f7a6acc759ef997c72817cd1/Group-421.png" /> Identifying Patterns: The creation of empathy maps help us to analyse the amassed data became a cornerstone in shaping our user personas. By identifying patterns in behavior, needs, and motivations, we were able to define characteristics that resonate with our users on a deeper level. This comprehensive approach ensures that our design decisions align seamlessly with the diverse needs and goals of our user base, making the creation of meaningful and user-centric solutions a cornerstone of our design philosophy. <img width="417" height="483" width_o="417" height_o="483" data-src="https://freight.cargo.site/t/original/i/6ecc42a1a5354dff6a6d93ffdbb27bb9d5b1624ef4f93cf6796e44ebf76d8f94/Group-830.png" data-mid="203007445" border="0" src="https://freight.cargo.site/w/417/i/6ecc42a1a5354dff6a6d93ffdbb27bb9d5b1624ef4f93cf6796e44ebf76d8f94/Group-830.png" /> Defining User Personas: In the process of crafting user personas, we engaged in the crucial phase of defining a template to systematically synthesize the information gathered. This step allowed us to distill complex data into comprehensive user personas, ensuring a clear and insightful representation of our diverse user base.This not only enhanced the efficiency of our design process but also ensured consistency and coherence in our understanding of user needs and motivations. This phase of defining user personas involved a strategic balance between data-driven insights and the creative articulation of user characteristics. The resulting template became an invaluable tool for creating designs that resonate with the authentic experiences and requirements of our diverse user community. Finding insights from qualitative and quantitative resarchStudents: Age: 23 yearsEducation: University · Currently enrolledMonthly Salary: $5,000 MXNGoals: Would like to have a part-time job and gain experience.Characteristics: The youngest person, currently studying.Context: This profile reflects young individuals immersed in their university education, seeking opportunities to balance their studies with work experience.2. Administrative Professionals: Age: 39 yearsEducation: Bachelor's Degree · CompletedAverage Monthly Salary: $22,000 MXNGoals: Family is their motivation, seeking economic and job stability.Characteristics: Reliable and committed, enjoys returning home to rest.Context: This group represents professionals with a completed bachelor's degree, focused on providing stability for their families and finding a balance between work and rest. 3. Skilled Employees: Age: 29 yearsEducation: High School · Currently attendingAverage Monthly Salary: $8,000 MXNGoals: Wants to complete studies and improve quality of life.Characteristics: Person with insecurities, and instability.Context: This profile represents individuals in the process of completing high school education, aiming to enhance their quality of life through the completion of their studies. 4. Professionals: Age: 30 yearsEducation: Bachelor's/Engineering Degree · CompletedAverage Monthly Salary: $30,000 MXNGoals: Seeking employment out of necessity but also aspiring to a better life.Characteristics: Has many daily activities, likes to think about others.Context: This group highlights professionals with a completed bachelor's or engineering degree, facing the challenge of improving their lives while balancing multiple daily responsibilities and a desire to help others. These contexts provide an additional nuance to understand the motivations and challenges of each group. If you have any more requests or need further assistance, feel free to ask! ‧ ‧ ‧ User peronas Students <img width="3200" height="1800" width_o="3200" height_o="1800" data-src="https://freight.cargo.site/t/original/i/799b323cb4dd38870df83ab3707c211ea3423e27329a3918ffc01d3cba993035/23-years-old.png" data-mid="203011946" border="0" src="https://freight.cargo.site/w/1000/i/799b323cb4dd38870df83ab3707c211ea3423e27329a3918ffc01d3cba993035/23-years-old.png" />‧ ‧ ‧ 2.&nbsp;Administrative Professionals <img width="3200" height="1800" width_o="3200" height_o="1800" data-src="https://freight.cargo.site/t/original/i/d87a3fa402bd60657749a3902993fe549e38843dab59592bc200887c5bd4ac71/38-years-old.png" data-mid="203011782" border="0" src="https://freight.cargo.site/w/1000/i/d87a3fa402bd60657749a3902993fe549e38843dab59592bc200887c5bd4ac71/38-years-old.png" />‧ ‧ ‧ 3. Skilled Employees <img width="3200" height="1800" width_o="3200" height_o="1800" data-src="https://freight.cargo.site/t/original/i/03eb1d1071947aeeccfbcf267e910c8632761dd29e782738b898e5f4a446bfa3/29-years-old.png" data-mid="203011902" border="0" src="https://freight.cargo.site/w/1000/i/03eb1d1071947aeeccfbcf267e910c8632761dd29e782738b898e5f4a446bfa3/29-years-old.png" />‧ ‧ ‧ 4. Professionals <img width="3200" height="1800" width_o="3200" height_o="1800" data-src="https://freight.cargo.site/t/original/i/cf02121cef4aacb2ddd1455cc3264dad60bf4107205546759f8a886e36464ea8/39-years.png" data-mid="203011876" border="0" src="https://freight.cargo.site/w/1000/i/cf02121cef4aacb2ddd1455cc3264dad60bf4107205546759f8a886e36464ea8/39-years.png" /> Thanks&nbsp; ‧ ‧ ‧