I help businesses create products that bridge the gap between their current and desired states through strategic design.
APPROACH
Understand
Immersing in the problem space to grasp key stakeholders' motivations, map their journey, and identify barriers and opportunities.
Focus
Establishing a clear point of view and prioritizing opportunities that align with the desired outcomes
Design
Ideating solutions for prioritized opportunities, uncovering assumptions, and defining prototypes for validation.
Learn
Designing and conducting experiments to test solutions, validate assumptions, and iteratively improve based on insights gained.
*This process is rarely straightforward. Every project is unique and may require a specific approach. Nonetheless, all adhere to this fundamental framework.
Storytelling at the core
I view Product Design as intrinsically linked to the art of storytelling.
Stories involve narratives, scenarios, actors with goals, and conflicts.
My role is to immerse myself in the narrative, deeply understand the inherent conflicts, and forge new paths to ensure the story unfolds in the desired way.
Understand
Immersing in the problem space to piece together the storyline and identify missing elements.
Primary goal: Consolidate and unify the team's understanding of the problem-solution space, distinguishing between what is known and unknown, and define the best method to gather missing data.
Actors
Understand who they are, their primary goals, and the sequence of events that make up their journey.
Desired outcome
Understand how we want the story to unfold and define measurable signals to track success.
Conflict
Identify barriers to achieving the desired outcome and map opportunities to bridge these gaps.
Focus
Establish a clear point of view (POV) that sets priorities and frames the challenges to be addressed.
Primary goal: Create a unified vision of the problem-solution space across the team, agreeing on where to invest efforts and the strategic approach to move forward.
Intervention space
Prioritize opportunities and select those that could have the biggest impact.
Point of view
Frame opportunities and translate them into How might we statements.
Strategy
Formulate a clear roadmap to pursue the selected opportunity.
Design
Ideate solutions for the identified opportunities, select the most promising ones to build, and develop them at the appropriate fidelity level.
Primary goal: Define which idea is tackling the problem/opportunity in the best way.
Ideation
Generate and rank ideas using the most suitable prioritization frameworks for the project.
Assumption mapping
Identify blind spots and overlooked factors that each idea may involve.
Design definition
Decide on what to build and develop it for testing at the right fidelity based on uncertainty level.
Learn
Design and conduct experiments to test the ideas. List assumptions and the desired learnings to guide the study.
Primary goal: Validate core assumptions and use the insights to iterate on the solutions.
Validation method
Choose the best approach to validate the core assumptions for the selected idea.
Test
Conduct the study to validate and gather findings.
Learnings
Derive insights from the findings to define next steps effectively.
The Path to Success
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PORTFOLIO | LEAN MORERA | 2024