- Project name/Type
- Veepa - Virtual Reality Risk Assessment Test
- Augmented Reality, Concept, Digital Design, Producing, User Experience
- Building & Construction
- Project name/Type
- National Party NZ - Digital Solution
- Brand Advertising, Strategy, User Experience
- Project name/Type
- Intergroup - Rebrand
- Brand Guidelines, Creative Direction, User Experience
I'm a business & social entrepreneur, startup-leader, Digital Creative & Experience Designer leading the delivery of design and customer experience services to some of New Zealand's and worldwide largest organisations. I have extensive and varied experience in innovation portfolio management, creative and service design, design thinking, customer experience research, agile delivery and digital product.
I use a human centred design approach to work directly with people – customers, users, employees, clients – to gain a deep understanding of their basic needs, desires and frustrations to inform the design of meaningful experiences that truly make a difference to them.
I'm a professional with more than 17 years industry experience. Digital transformation champion, strong leader, “been there, done that”. An end-to-end thinker and problem solver focused on 75% implementation to 25% innovation. 75% operational project/change management to 25% creative and customer/user strategy.
Experience in startups (my own or others) and large organisations with C-Level experience. Track Record from comparable projects in large blue chip companies (TelCos, HealthCare, education, financial services or retail)
Customer, creative & digital leadership of core team (10 employees) and dotted line team (50 employees).
As virtual Chief Digital Officer, I work with the exec team to understand the current digital reality, business context, customer pain points, and the vision in order to develop rapid interventions adding business and customer value.
As a Creative & Experience Director I oversee the Innovation, CX, UX, UI and Design production teams for an integrated digital delivery within the ICT, Innovation and Marketing strategy. My specialties lie in advanced Human Centred design principles, both design and implementation as well as digital disruption and innovation. I’m committed to delivering the richest possible creative and customer experience through blended channels of physical and digital solutions.
Enjoy digital. Listen, learn and interact with immediate feedback. Have fun. Work hard. Work smart. Make the world a better world by educating people.
Failed a couple of times, developed businesses and products that didn't work but luckily I'm learning from my mistakes and today I'm finding myself investing in startups.
Customer & User Experience Design
Design thinking (practice and capability uplift / education)
Service design and human-centred design
Workshop design and facilitation
Digital and customer experience strategy and blueprinting
Design research (observational, generative, ethnographic)
Experience prototyping and conceptual design
Data analysis, synthesis and insights delivery
User experience (UX) design
Creative & Art Direction.
Design management (including agile / iterative design processes)
Engagement and stakeholder management
Coaching and mentoring
User Interface Design
Entrepreneurship & Innovation
Advisory on Startup and Venture Capital.
Lean Business Development
Innovation lab setup, transition to agile.
Culture of Innovation and development.
Rapid prototyping and market validation
Head of Creative & Experience / August 2015 – June 2016 / Deloitte Digital (NZ)
I lead the Creative & Experience Design team within Deloitte Digital in New Zealand, focused on developing our kiwi Experience Design practice with the local customer and technical leadership team.
My work here has allowed me to not only look at the immediate customer experience requirements via digital but also work on creative, experience and innovation strategies that aim to change the way our clients are servicing their current customers and open the doors to new opportunities and offerings.
Transform business models through digital experiences an innovative technology As my involvement in the digital industry has matured, as part of a global network, so to has my passion for great experiences. My role allows me to expand beyond my original remit as a Creative Director, however I continue to grow and share my knowledge as a digital and LX (Loyalty Experience; CX+UX) thought leader, and actively contribute to training and leadership throughout the organisation and digital industry.
Digital Creative & Experience Design Director / January 2015 – August 2015 / Intergen (NZ)
Lead the creative and UX design team integration with FEDs capabilities. Developed the Visual Thinking, Storytelling and UX business capabilities, keeping Intergen’s vision relevant to local and international clients and industry changes.
Designed and facilitated Visual Thinking and CX workshops, focused on business development and building client relationships, seeking to integrate Microsoft technology across multi-platform and omni-channel experiences.
Increased collaboration with sales and development team leads with Design Thinking and creative approach; ensuring that our internal and agile development team was able deliver what’s designed. Key clients; Ryman Healthcare, BellGully, Microsoft
Founder & CEO / December 2016 – Present / Basics Digital
As head of Digital Product & Experience Design, I lead a group of talented game-changers to help people and organisations develop and strengthen digital and innovation capabilities. At Basics I've developed an incubator to co-founded edge digital products and ventures (Veepa and www.du.today).
I use the power of Visual Thinking, people centred-design and co-creation to help organisations and people navigate digital complexity, create culture of innovation and move faster to digital competitive advantage.
Industries I know well
Mediums I know well
TV, Print, Digital, Social,
Honours & awards
National Party Digital hub – The National Party New Zealand
Sitefinity digital solutions List 2014: Top Five digital solution listed worldwide
Enlighten Designs Digital Solutions
Microsoft New Zealand Partner Awards 2014: Finalist for Collaboration & Content
Sitefinity Partners 2014: Oceania Platinum Partner of the Quarter
Microsoft New Zealand Partner Awards 2013: Collaboration & Content Partner of the Year
Skate Pinball – Mountain Dew – Frucor Beverages NZ
CAANZ AXIS Awards 2012: Bronze Best website category
CAANZ AXIS Awards 2012: Bronze Viral category
Digital Media Awards 2011: Gold Best Integrated category
Impulse Saver – Westpac Bank NZ
Digital Media Awards 2012: Bronze Direct Marketing Category
CAANZ AXIS Awards 2012: Gold Mobile category
Digital Media Awards 2011: Gold Financial Services category / Silver Mobile category
The Cannes Lions 2011: Bronze Promo & Activation Lion.
Cienradios.com – Grupo Clarin/Mitre
New York Festival 2009: Bronce medal Best entertainment website
Matear 2008: Finalist Entertainment website category
Bad Boys II - Sony Pictures Argentina:
Pencil 2002: Richmedia online campaign Golden Pencil 2002
Universidad de Ciencias Empresariales y Sociales
Bachelor of Communications, 2001 – 2006
Universidad de Buenos Aires
Bachelor of Graphic Design, 1998 – 2001
Portugues, English, Spanish