Natalia Forero

• Ideation and conceptualization of new services that can provide value to the user and participation and design of workshops on ideation, brainstorming techniques, and idea generation.

• User research (qualitative and quantitative approach): application of UX Research techniques (usability test, concept test, in-depth interviews, co creation workshops, card-sorting, and A/B test, among others) and analysis of the results obtained, in order to know the user and his context in-depth, as well as his needs and preferences.

• UI and VUI Design: Design systems, branding identities, screen flows

- Research, analyze, and share insights around users' motivations, goals, and behaviors ⁃ Definition of new features, navigation changes, and improvements. ⁃ Use the web analysis and customer data to obtain relevant information with the KPIs and the results of the A/B testing. ⁃ Solve UX problems creatively and effectively, using quantitative data and qualitative inputs from users ⁃ Participate in and lead usability testing/user research activities to understand target users' workflow, goals and tasks ⁃ I took part in the launched sports betting website for US and Malta with 1 k daily unique visitors.

UI: Design wireframes, visual designers for specific applications and websites in research, user behaviour and UX best practices for companies such as Sprinter, Universal XXI and Euroval.

- UX: I made a design proposal to improve the Sprinter checkout, implement a road map applying knowledges in Design thinking.