HI, I'M ARYANNA!
I am a Service and Strategy Designer with strong experience in user research and business models.
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.
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
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
See my design process in detail here.