HI, I'M ARYANNA!

I am a Service and Strategy Designer with strong experience in user research and business models.

 
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Two events in 2014 launched my journey into the field of service and strategy design.

The first was when I was tasked to launch a product regardless of market fit.

The second was when I found out, by accident, that a 4-person team in a company composed of 300 employees had what I thought was a unique opportunity to create digital applications for the company’s products.

These two events seemed to lie on different ends of the spectrum. Yet, these two were pulled together and could have been made more meaningful by yet another two interests that I thought were  mutually exclusive - Research, a field that I enjoyed as an undergraduate in Communication Research, and Design, a field that I then considered as an auxiliary and an interest that I can only dabble in.

Since then, I pursued opportunities that considered research and design complementary and both necessary in ideating and testing service concepts.

Through working in and with large corporations and startups, I developed the skill in finding parallels and connections across industries and reimagining services with the needs of the user at the core. With my exposure to consulting and advertising agency environments, I have honed my talent for branding and visual direction and of turning complex ideas into simple narratives. Through my continuous involvement in accelerators and the startup community, I continue to fuel my passion in creating sustainable business models and helping companies envision the future.

Through working in various environments, what I found and still to find inspiring is the opportunity to combine analytical thinking and creativity to solve complex problems. I realized that products and services are made more meaningful when they are connected to the stories, contexts, and relationships that users are in. That is what I strive for.


CORE COMPETENCIES

 

INNOVATION WORKSHOP PLANNING AND FACILITATION

  • Conceptualization, design, and production of workshop - materials, instructions, brief, and analysis

  • Participant identification and recruitment

  • Context framing, moderation, and knowledge brokering

  • Facilitation of Stakeholder mapping and perception mapping exercises

  • Facilitation of trend mapping, opportunity identification, and new business ideation exercises

DESIGN & RESEARCH

  • Consumer demographics and profile research

  • Ethnography involving fly-on-the-wall and participant observation

  • Intercepts and In-depth interviews involving varied participant profiles

  • Survey design and implementation both online and in-person

  • Concept and usability testing sessions

  • Overall research process design and leadership

SYNTHESIS & STRATEGY

  • Frameworks, Mindmapping, and Information Visualization

  • Quantitative Analysis (Excel, Tableau, SPSS)

  • Persona and Journey Maps

  • Insight Generation and Value Horizon Mapping

  • Visual and brand direction

PROTOTYPING & VALIDATION

  • Creating low-fidelity and high-fidelity prototypes using tools such as Adobe CS, Marvel, and Sketch

  • Model making and physical construction

  • In-field experiments and idea implementation

PROJECT MANAGEMENT AND LEADERSHIP

  • Project Scoping, Schedule Mapping, and Task Delegation

  • Project Management and Leadership of team members coming from various business functions such as product, sales, operations, and marketing

WRITING AND PRESENTATION

  • Deck Development, Storytelling, and Pitch Creation

  • Visuals and Framework development to support storytelling and critical reasoning

 

BUSINESS MODELLING

  • New Venture Ideation and business modelling through Business Model Canvas and Value Proposition Canvas

  • Product and business systems prototyping through Service Delivery Blueprints

  • Client and customer communication

  • Consulting for startups on US expansion and product-market fit evaluation

 
 

MY PROCESS

See my design process in detail here.


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