francisca crespo
(a) Design director, leading cross-functional teams working on products across industries. (b) Leveraging customer research, and driving business growth through product development. (c) Passionate about design as a tool for social good. Illustrator and Service Design enthusiast.
Design
↬
Product
↬
Service
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Design ↬ Product ↬ Service ↬
Context:
ubbu’s content focuses on problem-solving and mindful citizenship skills. Each lesson unlocks a UN topic as part of the Sustainable Development Goals 2030.
Gamifying ubbu
Project:
A new visual way for children to navigate their game lessons. Encouraging play through empathy showcasing various socio-cultural environments as they go through their now, gamified experience!
Farfetch: Stakeholders’ presentation
The art of welcoming
Project: Guiding and Welcoming first visitors onto Farfetch. Using personalization as a means to reach our key objectives towards a solid first experience and impression
Role: Strategy + Business case w/PM + Design Direction. Design Manager for Acquisition and Engagement Team.
Details: Offering an experience with a brand introduction, feature awareness and a personalization feel from the get go.
Projects:
(a) Out of Stock flow customer redirecting;
(b) Back in Stock; Price Drop Communications Strategy;
Farfetch: Reviewing
Dead End Experiences
Role:
Design Lead to Acquisition&Engagement Team
and Design Manager to Rewards Team
Tackling the problem of dead-ends
Design using in-house algorithms to offer further options to improve a bad experience: a rupture in stock. A/B Tested with proven success for the business case.
To tackle dead-ends like out-of-stock items, we designed in-house algorithms to offer alternatives, improving the user experience. A/B testing proved this successful. Our design team focused on understanding why users wanted the product. If open to alternatives, we suggest similar items, same brand, category, and color, much like an assistant in a boutique.
Projects:
After interviewing our users, we redesigned our website to highlight our shift from 'code literacy' to 'code to create'. The new design allows users to explore our product without logging in, shows how children learn to code with a STEAM focus, introduces ubbu’s characters, and presents our age-adapted curriculum.
Context:
ubbu is a coding platform with Games and coding lessons for 6-to-12-year-olds for families and schools.
Redesigning ubbu’s website to showcase the product from the get-go.
Role:
Product and Design Director, Managing Pedagogical/Content, Illustration, Dev and Games Team. Roadmap and Strategic Development, establishing business goals as part of the executive team.
Re-imagining 50 year old publication: Borda D’Água App
Project:
Reimagined the traditional Borda D'Água publication into a user-friendly iPhone app, prioritizing content deconstruction and personalization based on individual interests. The design preserves the publication's original features, employing a two-level information structure, distinct typefaces, thematic icons, and a deliberate color palette for a seamless digital transition.
Advicefront:
Product Development
Projects:
Clients join and create a financial plan according to their personal goals. They are then guided through a learning process on the platform until they are ready to agree to an investment proposal from their advisor.
Role:
Product Manager and Designer, responsible for the Development Team + mentoring a Junior Designer
Projects:
At EatTasty, it's important for users to understand how we make our meals and what goes on behind the scenes. We want you to know how our chefs create unique recipes and ensure that every ingredient is fresh. Illustrations help us show you these moments and highlight the value of our brand and service.
Packaging:
For Food Delivery Eat Tasty
Role:
Illustrator for this project (even though I worked at EatTasty as a Product Manager + Designer)
