Lorena Maceratesi

Design Sprint Facilitator and Mentor at Google for Startups Latam | Empowering CEOs and teams in design, strategy, user experience (UX), and fostering effective work dynamics and processes. I apply my experience to accelerate projects through the facilitation of design sprints. Passionate about driving innovation and promoting impactful solutions in the startup ecosystem

At Holistic Interaction, I lead the creation of UX and innovation strategies for startups and growing companies. My role ranges from strategic consulting to practical implementation, combining business vision with a deep understanding of the user to transform ideas into viable and successful products.

In addition to my experience in design and innovation, I am directly involved in the creation and management of the company's financial and administrative areas. This knowledge has allowed me to understand the business holistically and design processes that optimize both internal efficiency and our clients' results.

As a co-founder, I have designed and expanded digital services for our clients, leading the creation of processes that optimize each stage of product development. I build agile teams that align with the business vision and objectives, ensuring that products are not only functional but also innovative and user-centered.

I facilitate innovation workshops, Design Sprints, and strategic sessions that allow companies to accelerate their time-to-market and make informed decisions based on research and user-centered design. Through mentoring and my role as fractional head of UX, I help startups establish solid teams and effective work processes that maximize the impact of each project.

My focus has always been on connecting design with business strategy, achieving products that not only meet the needs of users but also drive the growth and scalability of companies.

As a UX Consultant and researcher, I led user-centered design projects, collaborating with various institutions to improve their digital experiences. My comprehensive approach combines qualitative and quantitative research, facilitated workshops, and designed personalized strategies that respond to the specific needs of the client.

Featured Projects:

Teatro Real: We redesigned the entire digital experience, conducting research and creating archetypes of people and user journeys. We identified the customer lifecycle that encompasses from their first contact with the TR's cultural offering to the acquisition of a season ticket, designing all the intermediate milestones.

RTVE: I co-directed the design of the UX strategy, carrying out qualitative and quantitative research. Presenting key insights to stakeholders and facilitated the identification of needs and opportunities to the design team, ensuring that the strategy was aligned with organizational objectives.

Museo del Prado: Redesign of the checkout process on the web, conducting research on transactions and user journeys. I identified critical problems and short-term impact improvements. In addition, I conducted surveys of tourists to detect pain points, characteristics, and patterns, which allowed me to identify opportunities for improvement and cross-selling and upselling strategies.

RFEA: Redesign of the website of the Royal Spanish Athletics Federation (RFEA), with the aim of transforming it into a digital product that meets the needs of athletes, coaches, and managers of athletics clubs worldwide. I conducted interviews with users and carried out usability tests at various stages of the design process. The results obtained allowed for adjustments based on concrete evidence, strengthening the institution's participation with the athletic community and establishing a new standard of quality and functionality.