Gustavo Dolabella | Experience & Service Design Lead
it's great that you're here!
I'm passionate about people and everything they think, say and do.
Just after starting my career in Visual Communication (BA) in 2011, I realised the power of Design as a catalyst for innovation and a key agent for generating business value and decided to extend my studies into Business (MA) and Strategic Design (MBA).
In the last few years, I had the chance to collaborate with super-talented teams at Livework and Fjord in São Paulo, and I'm currently in charge of leading Service Design projects at Accenture Song in London, UK.
Selected work
In the past few years, I've been using design to create and transform products and services that impacted hundreds of thousands customers across Retail, Telecommunications & Media, Banking & Financial Services, Education & Public Services and Resources & Agribusiness, besides other industry segments.
This is a sample of my most relevant work considering hybrid retail experiences across digital and physical channels, as well as opportunities to transform ordinary occasions of consumption into memorable interactions.
→ Image prompt: Blind customer making a payment with their phone in store, Nikon D850, Kodak Ektachrome, Asymmetrical, Color Balance, Soft Light --ar 3:2 --s 250
Challenge
Approach
Solution
The replacement of POS payment machines for touchscreen devices increased the discomfort and distrust of visually impaired payers who might need external assistance to type their passwords when paying with credit cards in their purchase experiences.
After running a desk research for external industry references and relevant trends in accessible and inclusive purchase experiences, I was in charge of planning and facilitating a Design Sprint with client executives, key business partners (merchants / retail managers), industry experts in accessibility, and potential users with different disabilities and levels of autonomy.
The goal was to provide a collaborative and immersive workshop to:
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Align the understanding about accessibility across stakeholders
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Recognise different behavioural patterns
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Map the current payment experience and relevant user pain points and needs
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Define a service vision based on both customer needs and business priorities
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Ideate for future state solutions
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Concept test with potential users
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Refine based on learnings
As a result, we were able to generate and refine a collection of service concepts for accessible hardwares and softwares at POS, in order to empower all types of buyers and mitigate potentials risks of frauds through voice assistance and biometry technologies, as well as the integration with their personal devices.
MINDSET ANALYSIS
AS-IS JOURNEY MAP
DESIGN SPRINT
SERVICE VISION
SERVICE CONCEPTS
→ Image prompt: Mature woman using an iPad and sitting in a couch, Nikon D850, Kodak Ektachrome, Asymmetrical, Color Balance, Natural Light --ar 3:2 --s 250
Challenge
Approach
Solution
Potencial customers couldn't complete their broadband acquisition journeys in digital channels due to the product complexity, the lack of assistance and bad user experience, and ended up overloading less scalable alternatives.
In order to understand best in class practices in storytelling, interaction and deal breakers across channels, we planned and ran an extensive primary research including shadowing with direct sales advisors and callcenters, safari in physical retail stores.
We met existing and potential customers for in-depth interviews to learn about their expectations and needs when choosing their broadband plans, and collaborated with social analytics team to incorporate quantitative analysis to our customer insights.
Empowered with great learnings and opportunities of improvement, we facilitated definition and ideation sessions with internal and external stakeholders for future experiences in their e-commerce and e-care interfaces.
With this backlog in hands, we worked together with interaction and product designers to define the low hanging fruits for immediate testing and development, and to create a longer tail roadmap with the most complex ones.
We designed customer centered solutions that leveraged the client's digital channels efficiency, including the e-commerce, but also considering potential opportunities in integrated channels, like customer's e-care app.
MINDSET ANALYSIS
AS-IS JOURNEY MAP
SERVICE VISION
SERVICE BLUEPRINT
SERVICE CONCEPTS
→ Image prompt: Football fan using taking picture of the field in a football stadium, Nikon D850, Kodak Ektachrome, Asymmetrical, Midday Light --ar 3:2 --s 500
Challenge
Approach
Solution
We aimed to define the North Star experience of fans in the most technological football stadium in be built in Latin America, by mitigating the current frustrations on existing arenas, while also delivering memorable interactions.
We understood the current challenges of stadium regulars along their entire visit experience, with different types of users regarding use of technology and levels of engagement with football.
With this, we managed to map peaks and valleys on the current visit experience and identified moments that matter for all user personas.
Besides the primary research, we ran field trips together with technology specialists to well known stadiums, in order to identify and understand great examples of applied technologies (5G) for security and crowd management in this context.
Informed by both details, we planned and facilitated co-creation workshop with an expanded team of specialists in cloud, 5G and XR applications, and compile the most relevant inputs in a service blueprint for further technology architecture refinement.
We defined a North Star vision that positions the stadium as a platform for customer-centric services and business partners, as well as detailed several interaction opportunities along the whole guest experience from ticket purchase, arrival with dynamic route signage, check-in and security, food and beverage purchase and other live interactions with the core event.
The project was published and the stadium was officially launched in April 2023.
MINDSET ANALYSIS
TO-BE JOURNEY MAP
SERVICE VISION
SERVICE CONCEPTS
TECHNOLOGY PLAN
→ Image prompt: Woman taking a picture of a diamond ring in a jewellery store, Eye-Level, Nikon D850, Kodak Ektachrome, Asymmetrical, Ambient Light --ar 3:2 --s 500
Challenge
Approach
Solution
The diamond buyer had low differentiation capacity when it comes to high quality natural diamonds in third party retailers and couldn't get confidence enough to justify their high ticket purchases.
We planned in depth interviews with past and potential buyers across US, China and India to understand common and specific needs and expectations when purchasing natural diamonds.
In order to anticipate business hypothesis and contextualise the user insights, we've created and used low fidelity mockups as conversation starters.
Once informed, we mapped their current experience and identified expectations, deal breakers and retuning points in a non linear and continuous purchase journey.
After prioritising a number of opportunities of improvement with the client, we prompted GenAI with existing insights and requirements for concepts generation and further validation with real users.
At the end of this process, we prioritized concepts based in new findings and refined experience requirements to handover the project to qualified product design teams.
We defined, designed and developed a user centered interface for in store experience in jewelry retailers, capable of identifying single diamond details (4Cs and provenance) as well as communicate meaningful brand values.
MINDSET ANALYSIS
AS-IS JOURNEY MAP
SERVICE VISION
SERVICE CONCEPTS
PROTOTYPES
If you'd like to know more about these and other projects, don't hesitate to get in touch.
I'll be happy to give you more details over a cup of coffee.