PORTFOLIO
By Ale jandra Góme z
COACHING A NEW GENERATIONS OF SAVERS.
PROTOTYPE AN ENTREPRENEURSHIP EXPERIENCE.
DESIGN INNOVATION PROGRAMS TO TRAIN EMPLOYEES.
CONNECT FINANCIAL SERVICES PROVIDERS WITH REAL SECTOR.
2017-2019, México
COACHING A NEW GENERATIONS OF SAVERS.
Sura Asset Management wanted to create a new business model focused on voluntary savings and personal finance for the masses that was scalable in the six Latin American countries where the company has a presence.
2017-2019, México
Industry
Securities and investment
banking
Client
Sura Asset Management
Type of project
End to end
Solution
qiip as platform designed to help Latin American people prepare for the future. The initial goal was to promote peace of mind and planning ahead for financial preparedness by articulating a wide range of financial and nonfinancial services. These services allowed individuals to effortlessly turn saving into a habit, without a sense of urgency, in order to achieve their personal goals and dreams.
Impact
• A new business model that changed the way company does business.
• More than 4,5 million people in Latin American countries that used qiip's financial solutions.
• 8 months from pilot to internationalization.
• In 2019, qiip scaled its operations in Colombia.
• CAC was lowered in order of magnitude, from thousands to dozens of dollars.
2017-2019, México
Industry
Securities and investment
banking
Client
Sura Asset Management
Type of project
End to end
Team
Almost 20 people from Designit (the consultancy I worked for) and the client Sura Asset Management.
My Role
• Research and analysis.
• Service design experience, specifically: Financial and personal Coaching experience, Customer service experience, Savings experience.
• Prototyping and validations.
• Usability tests.
• Accompaniment in the launch of the Pilot.
• Accompaniment in the strategy of the implementation model.
Recognition
We won an honorable mention from the Innovation by Design Awards of Fast Company in the 2019’s most innovative designs in Latin America.
Coaching a new generation of savers
01
Examples of tools, methods & results
From insights to actionable design tools
Through prototyping, creating artifacts, and validating with our target clients, we conducted a detailed analysis, identifying key moments of the experience and archetypes that guided us in developing the Coaching Protocol and Journey ToBe.
2021, Perú y Colombia
PROTOTYPE AN ENTREPRENEURSHIP EXPERIENCE.
Yanbal wanted to validate a new value proposition in order to extend its business opportunity to new demographics (diversifying in terms of gender and age), with the aim of ensuring long-term sustainability.
2021, Perú y Colombia
Industry
Retail / Personal care
Client
Yanbal Perú
Type of project
Validation and prototyping
Solution
The result involved the development of different entrepreneur archetypes, the formulation of an experience value roadmap, and the creation of a functional MVP within a pilot framework. This pilot rigorously validated the digital onboarding, sales, learning, and relationship process with Yanbal. Continuous improvement was facilitated through comprehensive learning reports, enabling the refinement of the experience to seamlessly align with the evolving requirements and preferences of entrepreneurs.
Impact
• knowledge transfer to Yanbal team.
• Understanding the users of the future for the experience evolution and new design solutions that respond to their needs and expectations.
• Backlog with concrete actions to implement the new value proposition.
• Quick wings for the existing Yanbal model.
2021, Perú y Colombia
Industry
Retail / Personal care
Client
Yanbal Perú
Type of project
Validation and prototyping
Team
4 designers from Coombo (Design cooperative that I am part of), and more than 11 people from different areas of Yanbal (Design, research, technology, logistics, operations, business, education, communication and customer service).
My Role
• Conceptualization MVP definitions.
• Formulation of hypotheses to be tested and validated during the pilot.
• Prototyping and validations.
• Analysis for the evolution of the general experience.
• Communication experience design.
Examples of tools, methods & results
Validation artifacts for conceptualization
We designed physical and digital artifacts to validate the new value proposition, they included a profiles survey, welcome kits, sales website, advisory chat, and others.
2022, Colombia
DESIGN INNOVATION PROGRAMS TO TRAIN EMPLOYEES.
Design and facilitate different trainings program to promote innovation throughout the company based on the methodological model that we designed stages before.
Industry
Financial (Pensions and savings)
Design innovation programs to train employees 2022, Colombia
Client
Protección
Type of project
Education & Facilitation
Solution Movilizadores program:
• A 10-week hybrid training program focused on strengthening knowledge, adopting process, methods and design tools, and putting expanded innovation skills into practice.
• 35 Participants, divided into 7 work teams.
• 8 content modules (design thinking, research, analysis, conceptualization, design, business, prototyping and implementation), with 3 hours of theory and 3 of practice, per module.
Seis program:
• A 6 days tailor-made intensive and face-to-face training program for the technology area where we learned methodologies and design tools through the solution of real company challenges.
• 36 Participants, divided into 6 work teams.
• 6 content modules and 6 facilitators.
2022, Colombia
Industry
Financial (Pensions and savings)
Client
Protección
Type of project
Education & Facilitation
Impact
• Transformation of real challenges into practical solutions through action.
• A wide collection of possible solutions in record time.
• Useful content, tools and formats for future design exercises.
• More than 70 collaborators impacted.
Team
+8 designers at Coombo (Design cooperative that I am part of) collaborated with +5 experts from Protección to design, prepare, and facilitate an innovative training program that was received by 70 collaborators.
My Role
• Organice and plan the programs.
• Design content.
• Facilitate classes.
• Advise teams.
Design innovation programs to train employees
Examples of tools, methods & results
Content design and canvas for each module.
We develop customized tools to implement design methodologies across the hole company.
04 CONNECT FINANCIAL SERVICE PROVIDERS WITH REAL SECTOR.
Gaining a comprehensive understanding of how financial services, particularly insurance, are consumed. Focus on the entire ecosystem (intermediaries, potential markets, and consumers) in order to create embedded financial services that effectively connect with real sector.
Industry
Insurtech Client
Nubloq
Type of project
Research
Solution
Through insights from qualitative research and benchmarks, the opportunities emerge to connect financial providers with real sector. The approach was shaped by identifying new customer profiles, along with defining early adopters who would drive initial market entry. The solution prioritized developing the experience for seamless product delivery, streamlined sales, and operational excellence, all while staying within legal boundaries.
Impact
Deep market understanding that allows more accurate business and design decisions.
Team
Industry
Insurtech
Client
Nubloq
Type of project
Research
As a freelance I worked with product design, business and sales Nubloq teams.
My Role
• Hypotheses definition and validation.
• Research planning: profiles definitions, development of interview guides and artifacts.
• Analysis investigation process
• Understanding of the current market of financial services.
• Accompaniment and support in design definitions.
Examples of tools, methods & results
Qualitative research and analysis process.
I developed a strategic research plan, including the project timeline, methodologies, target profile, and sample size. I also created the research guides and tools, and conducted the final analysis.
