Pablo Navarro
Strategic & Product Designer
I specialize in creating experiences to achieve business goals and solve user needs. I'm a strategic designer, specializing in user experience and visual design. I develop creative solutions where business and design come together to create emotions that touch people's hearts.
Here is a brief overview of some of the projects I have been involved in. You can learn more in-depth details about Product Leadership and Design Processes in my Medium articles. If you have any questions, you can write to me at pnavarroandres@gmail.com.
01
USER ACTIVATION
Help parents guide their kids in the discovery of a new Freemium experience
The Growth area was assigned to create a new Freemium model for a kids' educational app to increase the active user base and improve monetization. The current free version has limited content and users are not upgrading due to negative perception of blocked activities.
We made the parent a key actor in discovering the service's value by playing together with the kid. We used a playable assessment of tastes and preferences to play the best-personalized content. We also improved the understanding of blocked activities and reduced the fear of providing data.
We doubled the active users who completed onboarding by introducing the playable assessment. This helped parents and kids discover our value and late subscriptions increased by 10%.
PRODUCT LEADERSHIP · USER RESEARCH · BENCHMARK · ALIGNMENT WORKSHOPS · PROTOTYPING · EXPERIMENTATION TEST
02
USER MONETIZATION
Key moment to subscribe to an educational app for kids
The Monetization team was challenged to boost annual subscription sales after Covid. The onboarding process had the biggest drop in paywall with users needing to activate a trial subscription to try the service.
We created a modular paywall layout adaptable to the entire journey by understanding the parents' expectations and their JTBD. We reduced friction, highlighted service strengths, and applied Behavioral Design techniques to reduce fears and uncertainty when purchasing an annual subscription.
We significantly increased users trying the service by better showcasing the value proposition and reducing onboarding friction. We also increased annual subscriptions, especially late conversions after trying the service.
PRODUCT LEADERSHIP · RESEARCH ANALYSIS · BENCHMARK · ALIGNMENT WORKSHOPS · PROTOTYPING · EXPERIMENTATION TEST
03
SUBSCRIPTION MODEL
Solving user and franchisee needs in a new model of laundry subscription
The laundry subscription was a voucher that offered 4 monthly laundry bags, but it had a high churn rate. Customers found the voucher system inflexible and were not completing the services, causing them to cancel the renewal.
Analyze and research with stakeholders, data, customers and franchisees to extract their concerns. Ideate to define a value proposition and solution areas. Develop a long-term vision and prototype to validate the main pillars. Experiment to evolve the monthly voucher to a new adaptable subscription model for users and franchisees.
User tests showed that displaying a new value proposition would boost subscription activations. A personalized subscription plan with flexible configuration, full control, and accumulating unspent credit would also increase completed orders and decrease third-month retention drop by up to 50%. Unfortunately, the Covid pandemic came along and everything changed.
CUSTOMER EXPERIENCE LEADERSHIP · RESEARCH ANALYSIS · ALIGNMENT WORKSHOPS · PROTOTYPING · EXPERIMENTATION TEST
04
APP & BRAND STRATEGY
A solution to help teenagers save without changing their lifestyles
Mapfre is a large Spanish insurance company and "B-Bites" is its new app to promote the savings culture among the younger target with the aim of generating engagement and increasing sales.
Definition of a savings model to achieve objectives through simple automatic formulas by simply linking a bank card. Research with teenagers and their relationship with money, identification of the savings problem and definition of an app for young people who want to save without changing their lifestyle. Support in defining the strategy and brand identity. Design of the main flows and validation with real users to extract valuable insights to be able to iterate before development.
USER INTERVIEWS · OPPORTUNITY DEFINITION · SOLUTION IDEATION · INFORMATION ARCHITECTURE · NAVIGATION FLOWS · WIREFRAMES · BRAND STRATEGY · USER TESTS VALIDATION
05
INTRANET FOR EMPLOYEES
Designing a new employee relationship model
Redesigning an internal work tool, a huge platform for consulting information and the main communication channel with the employees of a large energy company. Usability, ease of information search and brand culture were the main objectives.
The solution: a new information architecture that makes navigation much more intuitive and clear, a powerful search engine that significantly reduces the time and actions to find the content, and a system of modules and structures based on the content that facilitates the management, collaboration, design and development of the entire intranet.
BENCHMARK · HEURISTIC ANALYSIS · DATA ANALYSIS · SOLUTION CONCEPT · INFORMATION ARCHITECTURE · NAVIGATION AND SEARCH FLOWS · WIREFRAMES · CONTENT DESIGN SYSTEM · PROTOTYPE USER TEST · FRIENDS & FAMILIES VALIDATION · DEVELOPMENT GUARDIANSHIP
06
WEB, PRIVATE AREA AND APP
The digital transformation of a bank
A completely collaborative design process with the bank's key stakeholders where we worked hand in hand to define a multi-device experience in a new digital banking service
Focused on personalising the needs of different customer segments and optimising navigation and processes. A private area on the web and the app with the most organised, clear and intuitive information that represents a new positioning of the brand in the sector.
BENCHMARK · HEURISTIC ANALYSIS · STAKEHOLDERS CO-CREATION · OPPORTUNITY DEFINITION · SOLUTION CONCEPT · INFORMATION ARCHITECTURE · NAVIGATION AND SEARCH FLOWS · WIREFRAMES · GUERRILLA VALIDATIONS · BRAND STRATEGY · FUNCTIONAL DOCUMENTATION
