Other cases
A curated sample of experiments, projects, and collaborations that complement the main portfolio: studies that reveal process, insights, in fields like experimentation, service design and lean innovation.
transform
Speaking customer: Evolving the signup service experience to improve retention
Results
A behavioral science-boosted sign up service that increased retention by addressing common complexities & client fears from the first moment
The Context
Household gas service in Mexico is dominated by gas tank delivery services. New solutions for Gas services have arised making access to gas easier and uninterrupted
The Challenge
Understanding the factors driving client attrition was crucial, as churn exceeded 50% within the first three months of service. Leadership was largely unaware of customers’ feelings and experiences during the critical sign-up and onboarding phases, which contributed to the high dropout rate.
Impact
• Churn reduced by 23%
• Customer Life Span increased 300%
• Experience NPS +3 points
• Drop by 83% in customer complaints
Pepe’s role
Conducted comprehensive research and ethnographic studies to understand customer needs, mapping their journey and sign-up process. This revealed that new clients often did not understand the final costs, implications, or benefits of the service.
Designed an optimized experience and communication strategy, incorporating behavioral science principles with nudges and interventions. Collaborated with stakeholders to validate strategic alignment and key metrics.
Validated improvements through multivariate testing to identify the most effective experiences, messaging, and collateral.
Prioritized maximum feature impact: Proposed and implemented conjoint analysis to determine optimal attribute combinations.
Provided rigorous hypothesis validation through A/B testing, utilizing statistical analysis to confirm improvements by comparing original and revised sign-up processes, ensuring data-driven decision-making.
Delivered a streamilined singn-up porcess that addrsed new customers main doubts in the flow, providng clarity and benefits of the service at a glance.
innovate
innovate urban mobility MAKING IT mobile: integration to new payment methods
Results
a seamless movility mobile payment platform for mass transit services delivered in only 6 weeks.
The Context
A global payments processing company engaged us to lead rapid innovation sprints aimed at developing transformative third-party product and experience concepts leveraging their existing technology.
The Challenge
Executing a six-week innovation sprint to develop a new offering for a first-to-market portfolio, integrating a digital wallet in collaboration with a global bank to expand their offerings and increase relevance in the urban mobility space.
Impact
• Transport Transactions +5%
• NPS +3 points
• Time to Market: Six weeks
Pepe’s role
Provided strategic oversight as a product manager, managing the end-to-end innovation sprint process and serving as the Scrum Product Owner to ensure alignment with business objectives and stakeholder priorities.
Led the development of scalable digital products with mobile payment capabilities in just six weeks, fostering collaboration with strategic partners in mobility, transportation, and banking.
Optimized design operations: Facilitated cross-functional team communication, managed backlog prioritization, and coordinated with design and development teams to create a user-centric mobility wallet that unifies transportation access and payments across mobile, wearable, and digital platforms.
Achieved a 5% increase in transportation-related transactions, a 3-point uplift in Net Promoter Score, and delivered a validated minimum viable product within the sprint timeframe.
Accelerated time-to-market to only six weeks, significantly faster than traditional development cycles.
Layed a strong foundation for future scaling and go-to-market strategies: Delivered key artifacts including a clear value proposition, detailed user journey maps, UI screens, design system components, and flow diagrams.
lead
lead new branding to reflect PREMIUM dermatological expertise
Results
A new brand model aligned with a business value proposition focused on deep dermatological expertise.
The Context
A well-known clinic in LATAM faced challenges in expanding its premium dermatological services beyond hair transplants, which remained strongly associated with the brand.
The Challenge
The client needed to expand their brand perception and align their value proposition with the new brand identity to attract a broader, more engaged client base for this specialized international dermatological clinic.
Impact
• New Business Model
• New Value Proposition statement
• New future-proofed Brand Concept Guielines
Pepe’s role
Acted as a brand innovation manager, providing strategic direction by understanding customer perceptions, capturing insights to define key brand concepts, and ensuring alignment with the client’s vision.
Developed strategic insights and guidelines that informed the project’s overall direction. Coordinated research, design, and marketing efforts.
Leveraged the client’s reputation: Led the development of a repositioning strategy by creating a new value proposition centered on high-quality dermatological consultations and products, expanding beyond core hair transplant services.
Future-proofed the brand experience: Promoted the use of trend and futures design methodologies during the solution phase, including guidelines for refining communication, digital presence, and physical spaces.
Developed strategic guidelines to increase relevance, engagement, and market differentiation, providing a resilient and adaptable framework for ongoing brand evolution.
Delivered a refreshed brand concept and a robust communication strategy that resonated with a broader audience, which the client leveraged to collaborate with a third-party branding agency.
Established a foundation for increased market reach, improved brand perception, and a diversified service portfolio, driving sustained growth in new client acquisition and engagement metrics.
Pepe Hernandez 