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Francisco Escobar

Francisco Escobar

Senior UX/UI Designer - Product Designer

Barcelona, Barcelona

CV + Portafolio UX/UI

https //tinyurl. com/4ukefdbk

Resume Francisco Escobar A.

Design & Advertising
User Experience
Animation

D francisco escobar 506

fe cr02@

of experience
in the creative industry

User Experience Design

Web Design/User Interface
Video & Character Animation
Branding

Photography

Edition & Post production

Bl eoucation

Master's degree: Barcelona Technology
School & Barcelona University

+ User Expenence D

Licentiate degree: Véritas University.

16)

Interaction Design Foundation
+ UX Desig f

Languages

nish (nat

ghish (C2)

STRENGTHS

Diversity of worked themes and skills

- Adag

to mult s and

Strategic planner and problem-solver
| focus on solu diff

proaches

Eye for detail

High-quality delivenes and visual QA

Fast learner

Responsible and proactive
d smart to exceed

LIENTS

£5 Kimberty-Clark

(0 (+506) 8978 4036

[J work experience

2023-2024. Freelance
signer for clients like f
specializing in

sion and 1m,
nline gaming, sg

2022-2023. Freelance

UX/UI consultant Enhancement
experiences through user resea
practices, and actionable recomme

dations

2017 - 2021. Hangar Worldwide (Critical Mass/BMW USA)
Visual Designer. UX/UI for website ontent
eation, and photo/video editing for w WUSA com

2016 - 2017. Despacho Cubas
r omputer system UX Desigr

2015 - 2017. Liapela

Branding and web desig

2015 - 2017. Media Institute of Design

Lead Designer. Branding and web desig

2015-2016. 1BJ Holdings

ject im

2014 - 2015. Why is the Moon Following Us?

Animation director and senior designer

2013-2014 Zero Digital

designer for chents like Kimb

2012 - 2013. Gelateria Gepetto

Branding and advertising campaig

2012- 2017. Isidro Fernandez Calderon

1, ammation of environments

2011-2012. Todo a la Leda
Branding & advertising

2011 - 2012. Guitarras 357

nage production and edition

2007, 2011. Silicon Rain/Hogares de Costa Rica

3D, motion graphics, and edition

2010. Cascanueces Dance Studio
Design of digital environments & image edition

2009 - 2010. YFSE Org
Archviz of “Parque Inteligente en el Parque de la Paz

2008, 2012. Escala 1:1

Architectural previsualizatios

CriticalMass. RAKETECH liapela), 3

LE J wenn cow SS

EJ AcHievements

2023. Selected to create several
collaborations with LEGO

2022. Multiple expositions in London
and the United Kingdom of the project

Seuss and LEGO”

2019. Entry to the 10K LEGO Ideas
Club. Review and interview by LEGO
(Denmark) of the Mex
for L ) Ideas

2018. Publication of Mexico City
project in dozens of national and
international media like (

TV News, The Brick Fa
Chilar

» Nac
2017. Creator of the campaign for the

1st Latin American City in Lego:

Mexico City. Presentations to the
Mexico ambassador,
exposit

2014
from
unda

2014. winning project video of Holcim
Awards for Customer Excellence
Awards.

2011. Selection of short film "La
Selva” by Véntas University to be
featured at

Emme

BE sortware

User Interface

+ Figma

Design / Edition / Video

+ Adobe Photoshop

Adobe Illustr,

Adobe Indesign
Adobe Light
Adobe After Effects

om

Adobe Premiere

3D/Animation
+ Autodesk Maya
+ 3D Studio Max

+ Pixologic Zbrush

wings 30
UX/uUl Work (2017-2021)

[4 [Ld
Visual Desian a
briefs and user requests while actively engaged in
cross-functional meetings, presentations,
brainstorming, and collaborative sessions.
systems, visual concepts, design layouts or

Outcome of the Product Pages crafted for www BMWUSA com (Screenshots of the Live Pages) functional sohutions, and Gregtive deliverables.

+ Ensuring visual quality aligns with the user
experience and maintains brand consistency

BMW Concept id Year End Event 2020BMW ia 2021BMW X3 The BMW Concept 4 BMW iX (2021)

————
1)
UX/ui Work (2023-2024)

[J
Product Desian ogre es rae
SlotJava and Raketech UX [UI processes.

+ Review prior findings and solutions for quality,

Raketech/SlotJava a

consolidate documentation/ processes
+ Support the website migration and proposing
innovative solutions

SlotJava Initiatives After completing a Dis

80 wovves —» 2B cuckwine —> TJ raga rreriey were selected to enhance key performance indi

ry Phase, including Competitor Analysis and Heuristic Evaluation, specific initiatives

ators (KPIs) related to engagement, conversion, and retention

Migration Support Siotsava 1.0 (Live) Slotiava 1.5
The primary objective of the support was = @mnp aoe fz: QL OQ ~~ - . ca
to offer guidelines and page references, eo “ PS LR ® p—
incorporate parallel initiatives and Ee a teas rs E— ELCOME TQ —
oy —-— Ene Sein : = ’ SLOTJAVA! ®
previous work/ research, and assist in WELCOME TO WELCOMETO 2 0
transitioning to SlotJava 2.0, focusing on 3 SLOTJAVA! SLOTJAVA! [re—— cz
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THE TOP 3 RECOMMENDED CASINOS

REFERENCE PAGES
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1 Typography 1. Homepage
2 6nd Ppa
3 CIE 2. free Slots
4 Elevations 3. Game Page
5 4. Casino Review
8 5. Slot Review

on

8uttons

News
Software Platform |

-

mage Ratios
Navigation

5 ©
A journey through some techniques, tools,
assets, and deliverables in my UX/UI work.

(The order depends on the process and iterations).

set

Francisco Escobar A.

UX Work

| | Product Design
Motion Gaming Ease \quardian

About the project

The Stakeholder: Albora Technologies
product

«ot opportun

m of 3 UX Designers

The Strategy

How can we ensure more
gaming experiences using

without increasing additional
costs for users?

Aquardian UX Process and Stages

Research Plan

The Outline

The process

defined the features, created o proof Problem Statement

prototype ond 0 business model

How might we help swimmers build their confidence
ke them feel safer in the open water?

Apasttorm ter ausy dmvces

suavey. 8 INTERVIEWS

76 ANSWERS WITH GAMERS User Research & Market validation

im I
65 % 92%: + Prevention °° 2
44%
+ Support im
: -
’ el + Tools alan 508

Usability Testing

[ 3

Main insights about swimmers:

The Process

Motion Gaming Aquardian

The background

Team Organization

— Defining tools, dynamics, roles, schedules, methods
— Creating files, projects, and channels:

« Figma (organization)

+ Figma Jam & Miro (brainstorming)

« Slack (communications)

+ Teams (meetings)

« Canva (presentations)

+ Google Drive (folders, word documents)
— Stablishing who are we, what we do, why do it

Files of the project

The Stakeholder

— Client Research

Understanding i)

— Stakeholder Interview

— Understanding the client, product, constraints
FROM METERS SOFTWARE
TO BASED

CENTIMETERS SOLUTION

— Define the project scope and goals

STRATEGIC
PARTNERS

USES EXISTING
HARDWARE

Discover

The Strategy

— The Research Plan

—y Gee — UX Process and Stages
Who? What? When? Why? Business Problems

Answers to

User Problems key questions Activity Discover Define Develop Deliver
Desk research Phase Research Synthesis Ideation Implementation
The Stakeholder Qualitative Moderated Quantitative
« Users problems
« Theme statistics ( =
« What is important to know Survey/Surveys
of the topic
« Threats Planning/writing questions
« Behaviors Pilot
Adjustments
User interviews Sending out survey Understand ; Validate Evaluate
Collecting and analyzing the data Problem Solution
Script Space Space
Pilot
Adjustments
Condit SiR eens Timeline 4 wosks 2weeks awosks ot 2-Sweeks
Creating personas 5
Creating users flows B n i Pr
9 Assumptions Market validation Deliverables :

(preview)

Hypotheses

Initial desk research

Desk Research

Initial desk research
Background/theme research

Initial benchmarking

4.2 UX Research

. methodology and tools
Experience research

CELA, tetra) 4.5 User Research - Interview

Primary Research

— Conduct qualitative and quantitative
research with potential users and
specialists like:

« Surveys
« Focus Groups

i 4.4 User Research - Survey Results gy
« Interviews

Gaming
Pain Points

We interviewed.

PHYSICAL
HEALTH

Desk and User
Research Insights

— Analyze the data
— Create codecs and clusters
— Generate insights

Survey Stats © 2%, rrr cso
= The Market Ah ge
Situation casuaLvs |
& Competitors ranocone wo ones &

haopent

What the users said

MOBILE AND NEW
TECHNOLOGY AS A
DISRUPTIVE ELEMENT

CONSTANT ADAPTATION

Explore

Our Research and Key Findings

Pain Points

$ =

OUTDATED
CONSOLES

User Research Findings

5. User Research Findings 53 User

«Q
0.3 User Seavies. | a A

Identify the key elements of the pain points and possible opportunities
~ Empathy map
— User personas - user's needs

User Journey Map

DIFFICULTY FINDING
THE RIGHT MATCH
FOR GAMING

EXPENSIVE
CONSOLES
OR GAMES

UNPRECISE NO
CONTROLLERS PORTABILITY

©)

GAMING
ADDICTION

NOT ENOUGH MOBILE
GAME VARIETY / SIMPLE
GAMES

OUTSIDE
SAFETY

ROOM SPACE /
LOCALIZATION

DATA / BATTERY
USAGE

Problem Statement +
How might we?

— Understand the key pain points
— State the problem + hypothesis

Having a plan before an
emergency happens is
A detay in the reapanse to help somecne
het is drowning or in danger can mean
the difference between fe snd death How might we help
swimmers build their confidence and make
them feel safer in the open water?

— Define solution scope and goals

Initial ideation process

Denes

Prout sper ence bm ports

Ideate

GAMING
EXPERIENCE Amal, | | Bywowns a
(el) That snes Alora) precise
mm 124 Prototype v1 (Concept) EEE
ack oes certs -

Solution Definition . Cd ] > IP £ —

NY] -e =)

What we should consider

Set Ideas - Brainstorming / ideation sessions
— First vision of the solution

— Scenarios / key moments Possible Scenarios
— Prototype Concept

User Flow
9.1 Minimum Viable Product

— Features List + Prevention

— Prioritizing our features
= Minimum Viable Product

+ Support ~
— Minimum Lovable Product & Other Stages a
+ Tools nr oA
Features
Themes 9.5 Minimum Viable Product & Other Stages
: > vie Stage 2
ETT ppt deen 10 Aegsarhan wmartersten
—— er] [et
== = ETN )
== Stage 3
— Te

Business Strategy

— UX/Ul Benchmark

— Market Validation

— The Market Ecosystem & Opportunity
— Business Model Canvas & Map

— Pricing Plan + Distribution Model

— SWOT Analysis

Company Insights

2 brant Pee 08 dros ST PPR

The Market Opportunity

$29.1 USD Billion for 2025

$3.4 Bn by 2023

Marketing information

Ee Business model canvas

81 Companitors
tect agrect)

responses trom swimmers

65%

SWOT information

Prototype & Valida

Prototype

— Information Architecture

— Taxonomy

12.2 Taxonomy

12.3 Wireflow

— Human Factors Considerations Proof concept prototype

~ Smartwatch Application

— Low-Fidelity Prototype
— Mid-Fidelity Prototype
— High-Fidelity Prototype

Iteration Passes

Reference: Play store
Steam
Apple Store

13.3 Main Screens

120000008
0Duounog

THE MOST IMPORTANT according to
GERMAN, test the value of the product,

Proof of concept

13.5 High-Fidelity Prototype - Smartphone

13. Low/Mid-Fidelity Prototype

13.1 Low Fidelity Prototype sre

Procsiyse v3

Information
Architecture

STAGE 1 MVP

Add points of features

13.5 High-Fidelit:
Main points of our solution 9 y

Prototype - Smartphone

13.4 Smartwarch
Prototype

Testing

— Heuristic evaluation

00 onogn
[070006 07018 0]
~~ 0 Ooaoooo

oa no
88/08]

— Usability Test “a x = es
) =

Research Goals

Usability Test Plan

Methodology & Timeline

Participants recruitment

Procedure

Usability Test

Findings & Recommendations

Executive summary

Prototype files

15.2 Usability Test Plan 2

N/A

15. Usability Testing

Of smartwatch and smartphone
Aquardian application (V2)

Results from our Usability
Testing

DJ | § ps Results from our Usability

Testing

Go-to Market Strategy

Marketing Plan

16.5 Actions. N=

Campaign

16.4 Tactics

— Brand Book

Amocation: Roles and Responsibikties
— Advertising Campaign aes m Weds Tear
+ Situation Analysis 5

+ Objectives

+ Strategy

Tactics

+ Actions

Control

17. Product Roadmap & Growth 17.2 Product Roadmap

171 Goals and Metrics

) -— - b

2 - Execution

Product Roadmap & Growth

— Product Roadmap & Growth

N/A

+ Goals & Metrics aries
+ Product Roadmap
+ Product Backlog =

+ Release Plan 17.3 Product Backlog NJ

17.4 Release Plan 4

UX/Ul Projects

Francisco Escobar A.
Product Design
P2PMarketData

Campaign System Redesign (Phase)

# pzovtsmservats SU =
Woods Beer & Wine

my

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woses bow 4 wea
Website Heuristic Evaluation Sys
Tr ebsite's usability and user experience were assessed against
established principles. Issues were identified, documented, and
presented to stakeholders for iterative improvement at a later stage.
=
- - z
- : -
H om
—
—
—
——ee [5
pre =
-
m-—

proce
friendly

: cond:

ucture. Given the ci

cing user reseqrc
structure throug

- Information Architecture

creatir

UX/ui Work (2023)

+ The primary goal was to revamp the
product's UX/UI to rival industry leaders,
within the dynamic context of
crowdtunding campaigns. Additionally, a

rebranding effort v

undertake

give

the brand a refreshed and professional

look, aligning it
standards

contem,

cary

involved organizing a vast database of information into a user
lexity of managing a large amount of dc
~ . careful planning was necessary. This included assessing the content,

1 content inventory, and refining the
tant iterations.
UX/ul Work (2023)

User-Centered Design

+ Benchmarking
Information architecture
Prototyping

Data analysis, findings, and insights
Recommendations

Executive summary

Morris Jenkins Website

Initial user research on the Morris Jenkins website to prepare for a redesign proposal, including dis
exploration, and analysis phases based on different constrains provided by the client

CBent Consuttation

Competitor Benchmardng

WHO E

Clear and Intstive Navigation
Mobile Responsivaness
Content Priosttization

Accessmaity Compliance

TE TE ee — pe
Ul Work (2023)

[ J
Desian Svstems eee ert
system and comprehensive component

library, meticulously crafted to align with both
the existing live website and the brand
Pa rke rs & sons 2 0 2 3 Tr XT
consistency and cohesiveness across all
digital assets while providing an adoptable

framework for future design endeavors and
enhancing overall user experience.

Design System

+ The design system was meticulously crafted from the ground up, with only a handful of initial branding
guidelines as a foundation The bulk of the design system was conceived and developed by me, with a strong
focus on making it comprehensible to designers, developers, and stakeholders. It was presented in @ manner
that facilitated easy understanding and implementation by all involved parties

g 0

Component Library

wourca es

In Figma, leveraging the Atomic Design
Methodology, the challenge was to
recreate the website's user interface (UI)
across three distinct breakpoints
desktop, tablet, and mobile - with an
unwavering commitment to achieving

pixel- perfection through meticulous
attention to detail
Business Design
Vida Verde StartUp

Challenge

How might we help small businesses in Barcelona by improving their
sustainability of production and packaging to make an impact on a
larger scale within 1-2 years?

Research

Key Findings

Methodology

Strategy

deation Solution Business Operating Moce

Prototype Web Platform

Find your products
in one place

Ux/ui Work (2021)

+ Discovery research

+ Opportunity and market validation

+ User research (Qualitative + Quantitative)
+ Data analysis, findings, and insights

+ Problem statement + solution ideation

+ Business strategy & financial model

+ Prototyping (Low/Mid/High fidelity)

+ Roadmap & growth

——— Vids @ verse na

+1500 +1000

Connect your business :
with eco-friendly
suppliers

0

n
~ -

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sit voluptatem.

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