juliana8a.com – Portfolio

Juliana Ochoa Velez

Keep my feet on the ground and my eyes on the stars is good metaphor of my work; a Physics graduate who turned into software design. I use testing and metrics to create seamless and attractive experiences.

Case scenarios

ecommerce review and implementation

Web Analysis • CX review • UX/UI design • Content Strategy

> Case

A music brand looking to improve its user experience and positioning of its brand on its online store. The work-frame of the project included a complete analysis of the webpage, and the implementation stage of the feedback according to the budget. My task as the sole designer was running the research, analysis and design stage.

> Project

During our analysis and research process, we found that users mostly interacted with the menu elements.. This made of it the more insightful change to implement followed by the brands gallery page. The final structure and designs reduced the 15 initial menu tabs to 4 main tabs with sub-categories. On the brand page, I focused on improving navigation – I added a fixed alphabet header to make scrolling easier, as well as a search bar to allow users to filter the list of brands.

> Outcome

Our proposed changes minimized cognitive load and improved decision-making as a result. The new brand page reinforced visual familiarity with brands while allowing the user to scroll and search. To the end of the project, the changes implemented led the customer to kicked off an additional project to design the other changes suggested that were out of the initial scope.

Re-design platform

Web Analysis • CX review • UX/UI design • Content Strategy

> Case

This project is an initiative of different government organizations and consuls to encourage outdoor activities and the use of the public spaces. They require a responsive website meeting accessibility standard while encourage disability people and not regular walkers to use the promoted spaces/activities.

> Project

As the sole designer on this project my role was to create the user flow, the Information architecture on the front end, navigation, visual elements and components, and interface design. The website have an emphasis to the map functionality and on displaying the tracks accessibility information. The weather functionality and safety measurements played an important role to engage people into the activities, and keep links and regulations easily accessible.

> Outcome

The new website experience offers the consuls the flexibility to show and highlights the tracks on their area, and the users to navigate across the pages and information easily on any device. The inclusion of icons and accessibility track options on the miniatures motivate people with special needs to make use of the open spaces.

My processes

User research

Study of pain points with workshops, testing, product user persona, and user journal analysis, workshop sessions.

Content and product strategy

Identify and plan solutions for user experience issues. Goals and work-frame definition, strategy and timeline planning, competitor analysis.

UX/UI Design

Create user journey and flow charts, solution wireframes, prototypes, and mockups. Visual and functional designing.

CX Review

Identify customer-user relationships, and customer journey breakpoints and evaluate ways to smooth up the processes until purchase.

Web and Product analysis

Review and mapping of Website or product, call to action, and user flows analysis. Review of value proposition, messaging, usability, and visuals.

Branding and design system

Creation and maintenance of a standard visual language and rules for the communication of a brand through their digital media and products.

About me

I got into software design after discovering how to match the research and critical thinking skills from my physics degree with my creative side reflected in my hobby of design and visual communication. A strange combination, I know, but my brain is always thinking of different ways to close the gap between what is attractive and what works, what is intangible and what is measurable.

My inquire thinking goes along with dynamic and ambitious projects led by ethical purposes. All of them natural values of startups, which I love since my first approach to them as a founder. I cannot see the future, but I know that whether it find me, learning about my profession, my team and the products I work with will be important variables on the equation.

A few years ago when I decided to learn english for good, I created a languages community that evolved into a startup project. It pushed me to merge the systematic thinking of my physics degree with what I learned on my hobbies for visual design to create a languages platform. It is a strange combination, I know, but my brain is always thinking of different ways to close the gap between what is attractive and what works, what is intangible and what is measurable.

I wanted to practice English with native speakers when I was still in my country. By sharing the community with friends and tourists, the number of people grew to reach more than 1.5k people in less than six months with no publicity. This incredible growth got my new co-founders and myself into an investment readiness program (similar to an accelerator program) that challenged me to think about growth models, revenue, market value, and user experience. This opened my mind and clarified the intersection between logic and the creative sides of my life. I haven’t looked back since. I am so convinced of the impact technology can have on people I decided to dive into the intersection between business ideas and worthwhile solutions. I want to create valuable products that users love and that make sense for business.