Design & collaboration

Hello, my name is Luciana

I’m a Brazilian professional based in Stockholm, Sweden.

I’ve been working with digital projects since 1999. In 2003 I focused my career in interaction design, user research and information architecture.

Keywords: User Experience Design / Prototyping / Qualitative Research / Design Thinking / Service Design / Agile Methods / Design Sprint

What I am looking for:
I’m looking to work for a company highly focused on human-centered design processes where I can collaborate to build solutions to improve users’ life. I’m also eager to learn – new processes, new tools, new ways of working, and developing myself together with an experienced team. 

Portfolio

See some projects I had worked:

PagSeguro POS machines

PagSeguro is a well-known Brazilian solution for payments. Similar to PayPal, the company started more than 10 years ago as a payment gateway easy-to-use for small online stores.

While I was working at the company, we used to have new projects of different scales, and also the improvements of existing services. Some design projects were meant to look for the entire experience between services, like:

  •  the communication journey map, where we mapped all the communication process between the product and the different users and
  • the personas’ map, where we researched and created the main buyers’ and sellers’ personas.

PagSeguro POS machines

Background:
In the last five years, the company has started to develop different kinds of POS machines for small sellers.

Challenges
It was our first time planning and designing a product to a platform different than computers or mobile phones. When the project started, we weren’t very sure about our limitations.

Goals
Create an easy experience for a target public that wasn’t very familiar with technology. In practical ways, it means that we were supposed to design a self-explained interface for the POS, with a type characters limitation.

It’s important to highlight that almost half of the Brazilian population doesn’t have a bank account or don’t use banks anyhow and the used communication that banks practices are not clear tor this public.

Process
Our first step was an interview series to know the small sellers, the ones that didn’t use POS machines and the ones that use POS machines, to understand the problems and challenges they used to face at the moment, not only about the machines but also how they usually run the business.

In the next step, we started to design some interfaces and did user testings. We started with some paper prototyping because it wasn’t a simple process to install a new interface in the machines and also because it was an unusual test and we wanted people to be comfortable to give us their feedback.

After that, we made same prototypes with Axure and did the same process of testing. With these test interviews, we could refine and improve the communication of the interface. Also, discovered some product problems that were communicated to other teams, as the lack of accessibility for blind people.

When the machines were ready we could do some more tests with the sellers, this time considering other aspects as Internet connection and communication speed.

The company has been developing different kinds of machines to give the best solutions for all kinds of small sellers.

User research 

Results
The PagSeguro POS machines are one of the most sold machines in the Brazilian market and were pioneers in giving these solutions for small businesses. We learned a lot about developing a product that was not related to the usual platforms like computers or mobile phones.

My role
Team lead – helping the team planning the different kinds of research and orienting the prototyping.

PagSeguro Website

Background
PagSeguro had a complex website with an unclear information architecture

Challenges
Conciliate all the goals and the different stakeholders’ visions.

Goals
PagSeguro had a website that had different communication goals:

  • Communicate all the payment solutions with different kinds of sellers like the ones that sell through online stores and the ones that use POS machines.
  • Explaining and selling the different models of POS machines.
  • Communicate with buyers that find PagSeguro and would like to understand more about the provided services.

Process
Our first step was composed by two task forces: one was to interviews all the major stakeholders as the C-level and some important collaborators, to understand what are the main business goals, the future vision, and the grown perspective. The other task was interviewing our different kinds of users, to comprehend how they saw the services, what kind of questions they usually had and if and how the website was useful.

After understanding how the company is viewed by the inside and outside, we started to plan a new structure. We made some card sorting sessions, with employees and customers, to define a new hierarchy and better labels.

Our next step was an iterative stage where we prototyped a new website and did rounds of users’ interviews to refine the prototype until we observe that we hadn’t any more big problems. So, it was time to start the visual work. Our graphic design team made some options and again, we looked forward to validating internally and with outside clients. New usability tests were made, this time with a high-fidelity prototype.

Changing all the website was a big effort to the company decided to do it in installments.  We designed a plan B, where we could make some gradual changes.

My role
Team lead – helping the team planning the different kinds of research and orienting the prototyping process. Negotiating with stakeholders to achieve the best solutions for business and users.

 

PagSeguro Internet Banking

Background
The PagSeguro Internet Banking is the client panel where the users can see all their historic, both as selling and buying. Other features as complains and refund money, prepaid cards management, easy shipping service, subscription invoices, etc. Because it combines all these resources and features, it was complex to use.

Challenges
The biggest challenge was how we could improve the experience without refactoring everything. We knew the panel had a lot of usability problems but we hadn’t much development time to dedicate to it.

Goals
Our continuous goal was to find better solutions that cost the smallest amount of time to develop.

Process
The main tool for the improvements were the frequent usability tests where we could map the problems and test the solutions before implementation. As we didn’t have a dedicated development team to work on the findings, we needed to focus on the quick and best cost-effective solutions.

Results
A collection of punctual improvements as a better navigation menu, a new panel’s homepage with clear directions for different uses, new sells & purchases historic list, refunds features, and so on. All of these helped to have fewer calls to customer service support.

My role
Team lead – helping the team planning the different kinds of research and orienting the prototyping process. Negotiating with stakeholders to achieve the best solutions for business and users.

Coletivo Mola – Adus

Background
Adus is a non-government organization whose goal is to help refugees that come to Brazil. They offer different services to immigrants like legal advice, documentation, Portuguese classes, community events, job search, and so on. Their website is a reference point where people could find and understand how the services are offered, how to collaborate with the organization, and other pieces of information like the organization’s history and who are the collaborators.

Challenges
The organization had the best intentions of helping and offering information to their different users but fail in delivering it in a clear way. Labels that reflect the internal organization and a structure that was familiar only to collaborators were barriers to the outside users.

Goals
The website redesign had three goals:

  • to be accessible and understandable to the immigrants and refugees;
  • give orientation to those that would like to collaborate, working for the NGO
  • be easy and clear for those who want to donate

Process
We started the process with an initial workshop with some key collaborators. Our goal was to understand the characteristics of the organization, the main problems and prioritize them.

Mapping the organization

With these results, we designed a service mapping dynamic using cards. Each card in this dynamic represented one area inside the NGO and we used these materials to understand the service flows and the pain points. We interviewed around 20 people, from different areas, collaborators, donators, teachers, and refugees.

After mapping the main service flows and pain points, we had the opportunity to make a design workshop with some collaborators to think about some alternatives and solutions for the problems found.

Our final task was to propose a new architecture for the website that could have a better performance on the problematic points.

Results
Adus implemented a new website with some of our suggestions.

My role
Planning the mapping and creative process. Facilitating the dynamics. Prototyping the new website.

UOL HOST Cloud

Background
UOL Host is one of the largest web hosting companies in Brazil. In 2014 they decided to launch their cloud services.

Challenges
The challenge was to understand exactly who was our potential users, their needs, desired resources, and features.

Goals
Designing a proper cloud service for our main users, planning both interface and resources.

Process
We started with some research in the existing services and did some prototypes to test our options. In our first tests, we discovered that not all developers had the same needs and the same levels of technological knowledge. The regular developer interested in our services needed fewer features and easy-to-use resources.

As we worked in a tech company, we imagined that all the developers had the same needs as the programmers that used to work for the company, and that they also used services in the same way. We discovered, during the process, that it wasn’t exactly like that. We discovered that are some big differences like the super-geek developers and the more basic ones, clients that would like to use the cloud but aren’t really developers.

We adjusted the expectations and started to design prototypes. We tested the options with potential users

My role
Team lead – helping the team planning the different kinds of research and orienting the prototyping process. Negotiating with stakeholders to achieve the best solutions for business and users.

UOL HOST: domains, online stores, and web hosting

Background
UOL Host is one of the largest web hosting companies in Brazil. They offer a complete portfolio for online business like e-mail marketing, domains, database, website builder, and so on.

Challenges
We needed to build a clear communication that could be understandable for non-technical people, the ones that would like to have just a domain and a site, and also for the very technical public, who want to subscribe cloud services, database and be a web hosting reseller.

Designing an easy-to-use control panel, where clients could manage their own services without needing support.

Goals

  • Build an effective website for UOL Host, that inform and sell the products and services, for different kinds of users.
  • Develop a control panel that put together all the services, and also build each service panel, accordingly to different users’ profiles.

Process
We were continuously improving the UOL Host website and control panel through a constant process of user research. Among our methods and tools, we used A/B tests to identify the best options since navigation and menu until the information architecture of the pages, not only measuring immediate sells but also following the users’ lifecycle after subscribing to one of the products.

Other tools were:

  • User interviewing: to understand problems, difficulties, and to get to know more about routine and daily actions.
  • Card sorting: to test and elaborate labels and navigation
  • Usability tests: to capture usability problems.

Results
I spent about four years working with UOL Host. When we started, the company had an outdated website with a non-congruent communication. Also, the control panel had a confusing navigation and a technical language, not accessible for all the users.

During the worked years, we could improve the communication through a continuous experience of user research and A/B tests.

My role
Planning and doing user research. Designing prototypes. Working with marketing team to plan and execute A/B tests.