WHAT I DO

I reach across the enterprise to build relationships that help the UX design effort succeed

while collecting and assimilating customer data to guide design and innovation.

Strategy

Strategy is about shaping the future. I help clients realise that not only digital, social, interactive and gaming are all layers here to stay, but they already permeate the entire landscape of what consumers are doing.

User Experience

On a daily basis I'm involved with customer experience maps, UI patterns, flow documents, interaction states based on beauty and logic, arguments on user psychology vs marketing objectives and decision models based on cognitive psychology.

Technology

I benefit from a strong background in web and mobile technologies; having built whole accessible and interactive front-end architectures for UK government experiences and integrated Content Management Systems for FTSE 100 companies.

IT’S ALL IN THE PROCESS

I approach projects with a well-tested five-phase design process:

Mobilise, Understand, Design, Implement and Measure.

The progression sometimes might not be as linear as depicted.

In particular, the Understanding and Design phases tend to proceed in parallel.

Measuring is key to determine which ideas are still relevant and which are obsolete as the product evolves.

  • Mobilise

    Set the stage: establish SMART objectives, build a team and assign roles. Plan and test preliminary ideas.

  • Understand

    Immerse into the problem. Learn about the existing business models and their challenges. What are the pains customers experience.

  • Design

    Time to inquiry: design, prototype, provoke, repeat!
    Sketch ideas, tell the story, set the scenario, map the journey.

  • Implement

    Time to execute: Lean, scrum? Agree the user stories (your hypothesis statements), communicate at all levels and be an active part of the team.

  • Measure

    Products must evolve. Measure using both quantitative and qualitative approaches: what works? what needs reassessment?

ABOUT ME

diego_lago
10+ YEARS INDUSTRY EXPERIENCE

My experience lies in the capacity to fully interact with clients, understanding their business models and how to use UX and technology to take them to the next level.

A STRONG PORTFOLIO OF WORK

I’ve played key UX and technical roles in the delivery of highly innovative projects for world-known consumer electronics, entertainment, media companies, FTSE100 companies and UK government agencies.

FOCUSING ON LEADERSHIP

I thrive at creating and leading winning teams. In more that ten years working in digital I played pivotal roles in some great projects for world known clients, knowing when to rise above the work and support my teams so we can add value to the business.

GET IN TOUCH

Want to discuss digital strategy and UX, web and mobile technologies and best practices?

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