UX/UI and graphic designer based in Barcelona, working in product design and branding. Continuously learning and iterating.

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Pau Vendrell Espluga


Santalucía Impulsa - 2024

Product design for an innovation project for Grupo Santalucía.

Insurance giant Santalucía Seguros operates an innovation hub named Santalucía Impulsa, where various internal and external stakeholders such as entrepreneurs, employees, mentors, and experts collaborate to create future value propositions for the company.

I was tasked with mentoring and designing for a team, guiding them through the prototyping and validation phases of their project. Focusing on the business aspect of the product, their goal was to attract new users through various channels.

They had already begun developing a value proposition centered on a new functionality that would group users into private networks and provide extensive benefits through collaboration and gamification, relying on a word-of-mouth approach to expansion.

The challenge of this project was to collaborate with a diverse team unfamiliar with design processes, finding a balance between the pragmatism needed to translate their ideas into specific concepts and remaining incisive and curious to discover ways to improve and refine them.