Humano Seguros: Digitizing insurance request management for Central America's leading insurer
Role: UX Designer, Research, Prototyping and Usability Testing | Dec 2022 – Apr 2023
The problem
For years, including throughout the pandemic, insurance brokers at Humano Seguros were managing product movement requests entirely by hand. When digital tools were used at all, it meant sending emails with no traceability, no status tracking, and no clear ownership. Advisors had no way to monitor where a request stood or what action was needed next. The result was slow response times, operational bottlenecks, and frustrated brokers.
The client needed a solution that would give their intermediaries autonomy, visibility, and control, built directly into their existing web and app platforms.
My approach
Using a Design Thinking framework, I worked through the following stages:
- Discovery: Mapped existing workflows and identified pain points in the current request process
- Prototyping: Built low-fi sketches and high-fidelity interactive wireframes based on pre-defined user stories, helping the client visualize the proposed solution
- Usability testing: Conducted workshops directly with insurance brokers to validate the prototype and gather real feedback
- Iteration: Adjusted designs based on findings to ensure tasks were completed effectively and intuitively
How we measured success
Satisfaction was the core metric, measured using the internationally recognized SUS (System Usability Scale) framework. SUS allowed us to benchmark the proposed solution against user expectations and identify specific areas of confusion or friction before development began.
Impact
The usability workshops with real brokers surfaced actionable insights that directly shaped the final user stories delivered to the development team, ensuring the built product reflected actual user needs, not assumptions.
Note: Some screens have been modified to protect the client's confidential information.
Ceiba HR CRM: Building a Human Resources Platform from Scratch
Role: Product Designer, User Research, Interaction, Visual Design, Prototyping and Testing | Apr 2023 – Aug 2023
The problem
Ceiba's client was managing their entire talent acquisition and HR process through a CRM that simply wasn't built for their needs. Critical workflows were fragmented, response times were slow, and the team had no reliable way to track prospects or follow up meaningfully. The decision was made to stop patching an inadequate system and build something new, designed precisely around how their team actually worked.
The challenge wasn't just technical. It was about understanding a complex set of human needs across multiple user types and translating them into a platform that would genuinely reduce friction and support better decision-making.
My approach
I led the process using a Design Thinking framework from day one:
- Inception phase: Facilitated workshops with the client and project team to define expectations, clarify needs, identify stakeholders, and map risks. This phase established the project scope and validated technical feasibility
- Co-creation sessions: Worked collaboratively with the client to define the platform's experience pillars and prioritize features for each release based on real user significance
- Prototyping: Built wireframes and prototypes based on user input and technical constraints, focusing on the employee portal workflow as the first release
- Usability evaluation: Assessed the solution using the SUS (System Usability Scale) framework, measuring user satisfaction and identifying areas of confusion or inefficiency before development
Objectives we worked toward
- Reduce operational complexity in talent management processes
- Improve response times and team follow-up relevance
- Ensure information was available and accessible to support faster decision-making
Impact
The inception and co-creation process ensured the platform was built around actual user workflows, not assumptions. By involving the client throughout the research and prototyping phases, we delivered a solution that was both technically feasible and genuinely aligned with how their team needed to work.
Note: Some screens have been modified to protect the client's confidential information.
Capy: Never Miss a Special Date Again
Role: Product Designer (User Research, Interaction, Visual Design, Prototyping & Testing) | Jan 2023 – Apr 2023
Academic project developed during the UX/UI Design Bootcamp at ADA ITW
The problem
Remembering important dates like birthdays and anniversaries has become surprisingly hard. Facebook used to help, but its relevance has faded. And when it comes to coordinating surprise events or shared celebrations, the process is scattered across messages, notes, and memory alone. People needed a better way to stay connected to the moments that matter.
The solution
Capy is a mobile platform designed to help users remember, organize, and share significant dates and events. It offers personalized features for tracking upcoming occasions and enables seamless collaboration with friends and family, regardless of location.
My process
I led the full product lifecycle from research to final prototype:
- Research and user interviews: Focused on understanding user goals, identifying pain points, and determining how success would be measured
- User personas: Identified two distinct personas based on research findings, centering all design decisions around their frustrations and motivations
- Task flow and user flow: Mapped the MVP workflows to understand the steps users take at each stage and identify opportunities for improvement
- Card sorting, dendrogram and information architecture: Used open card sorting and similarity matrix analysis to organize content into four intuitive sections (Calendar, Account, Events and Help)
- Prototyping: Built wireframes and a high-fidelity prototype based on research insights and defined user flows
- Usability testing: Conducted moderated tests with 5 users to validate the design
What usability testing revealed
The tests surfaced clear patterns that informed final design decisions:
- Login: 90% of users completed login easily. 10% instinctively looked for a Google sign-in option, reflecting a common mental model worth addressing in future iterations
- Upcoming events: 90% understood the section immediately. 10% found the information display confusing, signaling a layout opportunity
- View all events: 30% struggled to find the "View All" option, indicating the element needed better visibility
- Delete and edit events: 100% of users found both options without difficulty, confirming these interactions were intuitive
Key takeaway
Capy taught me how much small friction points matter. A button that 30% of users can't find isn't a minor detail, it's a research finding that changes the design. Every number in a usability test tells a story worth listening to.
Note: This is an academic project built for learning purposes. The full prototype is available upon request.
Paw‒line: A Pet Care App That Puts Owners and Vets on the Same Page
Role: Product Designer (User Research, Interaction, Visual Design, Prototyping & Testing) | Feb 2023 – Sep 2023
Final project for the Master's in UX/UI Design at Nuclio Digital School, Spain. Completed and submitted successfully.
The problem
81% of the 186 people we surveyed said the hardest part of owning a pet is the adaptation process and understanding their care needs. When they turn to the internet for answers, they face two equally frustrating outcomes: either they can't find relevant information, or they're buried under too much of it. Pet owners needed a reliable, organized, and trustworthy source of information. And veterinarians needed a way to stay connected with their patients beyond the clinic.
The solution
Paw-line is a mobile platform that helps pet owners maintain a comprehensive health record for their pets, while also connecting them with nearby veterinarians through geolocation. The app serves two distinct user types: pet owners looking for reliable care information, and vets who want to monitor their patients and offer services digitally.
My process
- Mind mapping: Started by organizing all relevant topics into a structured mind map, giving the team a shared foundation before diving into research
- Market research and benchmark analysis: Gathered data from Colombia, Mexico, and Spain (our three target markets) and analyzed the existing pet app landscape to identify gaps and differentiation opportunities
- Survey research: Conducted a survey with 186 respondents to quantify the core problem and validate our assumptions about pet owner frustrations
- User personas: Developed two distinct profiles (pet owner and veterinarian) based on research findings, each with different goals, pain points, and app interactions
- Journey mapping: Mapped the pet owner's experience to identify key moments of frustration and opportunity
- POV and HMW: Defined our Point of View and "How Might We" questions to guide ideation and keep the team focused on real user needs
- User flows, architecture and wireframes: Collaboratively built flows, information architecture, and wireframes as a team, iterating based on research insights
The core insight that drove everything
Pet owners don't just need more information. They need the right information, organized in a way that feels trustworthy and easy to navigate at a stressful moment (like when their pet is sick at 11pm and they don't know what to do). That insight shaped every design decision we made.
Usability Testing Results
We conducted usability testing with two participants (Adriana and Sara) and gathered qualitative feedback on their experience with the prototype.
What worked well:
- Both users appreciated being greeted by name on the welcome screen, noting it felt personal and welcoming
- The loading indicator was well received by both testers, as it communicated that the system was processing and reduced uncertainty
- Supporting text on icons was consistently highlighted as helpful and important for navigation clarity
- Users valued having multiple sharing options, including the ability to share pet information with family members for emergency care situations
- The ability to select pet characteristics using checkboxes was seen as intuitive and convenient
- Accessibility was rated as very adequate by both testers
What needs improvement:
- After registration, users expected to be guided on what to do next inside the app, suggesting the onboarding flow needed a clearer next step
Key research insight from testing
Even when an interface looks clean, users need guidance at transition moments. The post-registration drop-off point was our most actionable finding, and it directly informed our next design iteration.
Key takeaway
This project taught me the value of starting with a clear research question and letting the data lead. A single survey finding (81% struggling with adaptation) became the foundation of the entire product vision. That's the power of research done early and done right.
Note: This project was completed as part of an academic Master's program.
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