Service Designer · UX/Product Designer

I turn messy journeys into services people can trust and use.

I connect research, product interaction, operational logic and physical touchpoints so complex experiences become clear systems.

Juan's render of the SHEIN and Klarna activation system, including vehicle, booth and participation area
Physical + digital touchpoints

Rendered and built activation work anchors the portfolio in visible, produced experience design.

Juan's Travel Together prototype flow slide showing a five-step trust journey
Service logic in prototype form

Process artifacts show how ideas move from research questions to testable interaction flows.

Research synthesisFinding patterns across people, contexts and constraints.
Service systemsMapping frontstage, backstage and operational support.
UX/ProductTurning uncertainty into prototypes, flows and decisions.
Experience designConnecting spatial, digital and branded touchpoints.

Selected work

Selected projects show how Juan thinks across service strategy, UX/product decisions, visual systems and physical touchpoints. Where possible, the cards use Juan's own process and presentation material.

Product strategy + service design

Experyex

A workspace concept for keeping service design projects connected as teams move from research to journeys, blueprints, prototypes and decisions.

What this case demonstratesHow Juan frames a product opportunity from a service-design workflow problem.
ContextIndependent product concept · 2026
My roleFounder, service designer and product strategist
MethodsProblem framing, workflow mapping, concept definition and product vision
EvidenceEarly presentation material and evolving product method
StatusConcept in development, not a launched product claim

The problem

Service design work often depends on many disconnected artifacts: research notes, personas, journey maps, blueprints, prototypes and presentation decks. The work exists, but the thread between evidence and decisions can become fragmented.

Experyex slide mapping fragmented service design workflow artifacts around project context
Problem framing. The early deck makes the workflow issue visible before jumping into features.
Experyex product vision slide showing a path from toolkit to connected project workspace and future service design intelligence
Product direction. The vision keeps the product grounded in a workflow, not just a set of templates.

The product idea

Experyex is framed as a process-aware workspace: a place where discovery, definition, development and delivery stay connected. The concept is strongest when it helps designers preserve context while moving between artifacts.

TodayService design toolkit for core artifacts and project structure.
NextConnected workspace where research, personas, journeys, insights, blueprints and prototypes inform each other.
FutureService design intelligence that supports pattern recognition without replacing the designer's judgment.

Design decision

The important positioning move is to make Experyex about continuity of thinking. The value is not another canvas; it is the connection between the artifacts that explain a service.

Narrow frame
A toolkit for producing service design deliverables.
→
Stronger frame
A workspace that keeps evidence, decisions and service artifacts connected.

Outcome and limits

The current material is useful as a portfolio case because it shows Juan's ability to identify a workflow problem, name a product opportunity and define a strategic direction. It should be presented as an evolving concept, not as a launched product with proven adoption.

Featured case study

Design Connect

A mentorship service that helps Latin American designers navigate Toronto’s job market through relevant people, guidance and continued support.

What this case demonstratesHow I turn a fragmented support problem into an end-to-end service system.
ContextIndividual academic project · 2023
My roleSolo designer and product manager
MethodsInterviews, surveys, service blueprinting and prototyping
Participants10 people across research and prototype testing
OutcomeHigh-fidelity prototype and proposed service model

The challenge

Newcomer designers were not simply missing information. They faced a fragmented support ecosystem: informal communities, generic institutional advice and limited access to local professional networks.

01Understand local workplace expectations.
02Receive tailored portfolio and interview guidance.
03Build a relevant professional network.

The service concept

The service connects newcomers with experienced mentors through a supported journey. The interface helps people find and schedule a match; partnerships, resources and feedback loops keep the relationship useful after the first meeting.

01 · DiscoverFind the service through community partners
02 · ConnectReview a relevant mentor match
03 · MentorshipSchedule sessions and use shared resources
04 · GrowTrack progress and remain in the community
Design Connect mobile screen for mentor discovery
Mentor discovery. A first touchpoint for browsing mentor options before committing to a session.
Design Connect mobile screens for date and time selection
Scheduling flow. Calendar and time selection turn the mentor match into an actionable next step.

The system behind it

The service blueprint separates what participants see from the operations required to support them. This makes the concept more than an app idea.

Participant experienceDiscover the service, review a match, meet a mentor and track progress.
Frontstage supportProfiles, matching, scheduling, shared resources and feedback.
Backstage systemPartner referrals, mentor onboarding, moderation and service analytics.
Design Connect service blueprint mapping digital evidence, mentee and mentor actions, backstage work and support systems
Blueprint evidence. The artifact connects the visible app experience to mentor actions, backstage operations and supporting infrastructure.

Design decision

The central design move was to treat mentorship as an ongoing service relationship, with visible support before, during and after a session.

Initial frame
Help newcomers find information
→
Service frame
Connect the right people at the right moment, with continued support

Outcome and limits

The project produced a high-fidelity prototype, service blueprint, stakeholder map, business model and product roadmap. Together, these artifacts explain both the participant experience and the organization needed to deliver it.

The work was not launched. Download, NPS and conversion figures in the original plan are future targets. A live pilot should measure match quality, completed sessions, retention and participants’ perceived career confidence.

UX case study

VirtuArt

A mobile platform for discovering, scheduling and viewing virtual art exhibitions beyond gallery hours and locations.

What this case demonstratesHow research and two usability rounds shaped a more complete digital journey.
ContextGoogle UX certificate project · May–October 2023
RoleLead UX designer, researcher and UI designer
MethodsInterviews, empathy mapping, wireframing and usability studies
TestingLow-fidelity and high-fidelity rounds
OutcomeHigh-fidelity mobile prototype

The challenge

Research identified three connected barriers: working adults had limited time for gallery visits, exhibitions disappeared when their schedules ended, and information about artists and upcoming shows was fragmented.

TimeGallery hours conflict with working schedules.
PlacePhysical access limits participation.
InformationShows and artists are difficult to discover in one place.
VirtuArt UX process diagram from research through validation
Process evidence. The project moved from interviews and empathy maps into wireframes, usability rounds and final iteration.

The experience

Users can discover exhibitions, choose a future showing or revisit past work, learn about the artist and enter a virtual viewing experience. The calendar starts the journey, while confirmation closes it clearly.

VirtuArt available tours screen with virtual exhibition cards
Discovery touchpoint. Exhibition cards make upcoming and available shows visible in one place.
VirtuArt mobile screen showing a virtual exhibition space
Experience touchpoint. The flow moves from booking into a virtual viewing mode rather than ending at a reservation.

What testing revealed

The two rounds exposed missing information and missing states in the journey. The portfolio distinguishes observed feedback from the design work that still required validation.

Round 1 · Low fidelity
  • Users asked for a profile section.
  • Users requested an FAQ page.
Round 2 · High fidelity
  • The calendar was not clear enough.
  • Artist information was missing.
  • The journey needed a visible success state.
Design response
Strengthen artist context, clarify the calendar and complete the flow with confirmation and a way to restart.
→
Next validation
Test whether the revised flow resolves those specific points of confusion.
VirtuArt date selection screen for booking a virtual art show
Calendar response. Booking needed clearer date and schedule states.
VirtuArt booking successful confirmation screen
Success state. The revised flow adds closure after booking instead of leaving users uncertain.

Outcome and limits

The final artifact is a high-fidelity mobile prototype shaped by interviews and two usability rounds. The project also documents intended accessibility measures, including alt text, clear icons, contrast and guided audio.

These measures were design intentions rather than validated accessibility performance. The project does not establish adoption or gallery participation in a live service.

Physical + digital experience

SHEIN × Klarna

Designing a mobile activation whose objects, layout and branded moments guide participation.

ContextBrand activation across cities in Spain · 2024
TeamSmall creative team
My contributionVehicle, modular cabinet, spatial layout, signage and service-flow contribution
ToolsRhino, KeyShot and Miro

The challenge

The activation needed to attract attention and convert curiosity into a sequence of actions. The design question was spatial and behavioral: how could each physical element tell visitors what to do next?

“Every object is an instruction for behavior.”

My contribution

I designed the Piaggio Ape vehicle, modular drawer cabinet, spatial arrangement and branded signage. I also helped map how those physical touchpoints connected to participation and digital engagement.

01 · AttractThe vehicle establishes visibility
02 · ExploreThe cabinet creates curiosity
03 · ParticipateThe layout guides the activity
04 · ShareContent extends the moment digitally
Frontal render of the pink beauty booth designed for the activation
Beauty touchpoint. The booth extends the visual system into a clearly identifiable destination for the activation.
Render of the colorful floor game and its instruction sign
Participation mechanic. Color, floor graphics and nearby instructions turn the space into an invitation to act.

Design evidence

The most useful evidence is the relationship between design intent and what was built. The render shows the proposed vehicle and modular drawer system; the event photograph confirms that this central touchpoint reached production.

Full activation render showing the Piaggio vehicle, booth, game and supporting touchpoints
System view. The full render shows how the vehicle, beauty booth, play area and supporting touchpoints were arranged as one experience.
Photograph of the built pink Piaggio vehicle and modular drawer cabinet at the activation
Implemented touchpoint. The photographed Piaggio and cabinet provide evidence that the designed centerpiece was produced.

The service blueprint can support this physical story by explaining the intended flow, but it should remain secondary to the visible evidence.

Outcome and limits

The activation was physically produced. The available material documents the designed experience and its touchpoints, but it does not provide verified engagement or conversion results. The portfolio should describe the intended engagement loop without presenting it as measured impact.

Service concept + testing

Travel Together

A progressive matching service that helps couples build confidence before meeting compatible travelers at an Airbnb Experience.

What this case demonstratesHow testing transformed a social matching idea into a safer, more transparent trust journey.
ContextIndividual academic project · Airbnb Experiences scenario · 2026
My roleService designer and concept researcher
ProcessIdeation, prioritization, prototyping, testing and revision
TestingThree participant groups with different travel mindsets
OutcomeRevised concept and pilot recommendation

The tension

Travelers may want memorable social experiences, but meeting strangers creates uncertainty about safety, compatibility and expectations. The opportunity was to build trust gradually while keeping participation optional.

Choosing the concept

The early portfolio covered discovery, planning, confidence and social connection. Two ideas were developed further: a personalized Interest Quiz and a feature for meeting another couple.

Alternative
Interest Quiz: easier to implement and useful for personalized discovery.
→
Selected direction
Travel Together: harder to deliver, but more distinctive and better suited to testing trust.

Prototype tested

The prototype broke the decision into five steps. Each screen tested a different adoption barrier instead of asking users to commit immediately.

01 · Opt inChoose whether to participate.
02 · MatchSee that a compatible couple was found.
03 · ReviewUnderstand why the match fits.
04 · ChatBuild confidence before meeting.
05 · ConfirmRetain control over the final decision.
Travel Together slide showing the five-screen progressive trust prototype
Prototype evidence. The presentation artifact shows the tested flow as a sequence of trust-building decisions.

What testing revealed

Social explorers, family planners and cautious users had different concerns, but all three participant groups agreed on the foundations required before connecting.

3/3Wanted an explanation of why they were matched.
3/3Identified verified profiles and previous reviews as essential.
3/3Preferred chatting before meeting in person.

Additional nuance: family travelers wanted information about children and travel pace, while younger couples expected familiar social-network interactions.

How the concept changed

Before
Compatibility score, direct invitation, basic profile and immediate meeting.
→
After
Explainable match, optional opt-in, verified profile, guided chat and safety controls.

The concept shifted from introducing strangers to supporting a progressive trust journey.

Travel Together slide comparing the initial concept with the revised concept
Revision evidence. The final artifact makes the design change explicit instead of presenting the revised concept as inevitable.

Outcome and limits

The revised concept uses optional participation, explainable matching, verified profiles, guided chat and safety controls. The recommendation is to pilot it in naturally social formats such as food tours, walking tours and workshops.

The findings show consistent trust requirements across three participant groups. They do not establish market adoption, conversion or business impact.

How I work

A consistent method, adapted to the evidence and maturity of each project.

Understand the system

Research people, relationships, incentives and operational constraints.

Make decisions visible

Show how evidence changes the service, interface or physical experience.

State what is known

Separate implemented results, prototype findings, targets and projections.

About

Across screens, services and spaces.

I bring an industrial and experience-design perspective to service and UX work. My strength is making the relationships behind an experience understandable—then translating them into touchpoints people can use.

Let’s talk ↗