November 10, 2021
10:25
ESP
Designing ventures to build the future of LATAM
Juan Ignacio Correa, Verónica Posada Thorsberg, Lucía Jaramillo Ramos
From our own experience designing over 200 business concepts, developing prototypes and launching at least 11 ventures in different countries in Latin America (in industries such as education, retail, health, finance, real estate and automobile, among others), this talk aims at sharing essential lessons that we have come to learn by applying design to the development of ventures in a changing and uncertain ecosystem such as the Latin American one. Through real cases, we aim at encouraging reflecting on the tools and perspectives of design, proposing new approaches wide in their scope and relevance for venture development processes. Lastly, we would like to share methods and tools that we have customized for our design model by creating within a context of uncertainty, high risk, lack of resources and highly multidisciplinary and multicultural teams. Lastly, through this talk we aim at showing another way of applying design to the creation of sustainable and scalable solutions in the real world, by means of creating ventures, questions certain notions that appeared to be carved in stone, and providing a new perspective on the scope of design in developing the future of Latin America.
Juan Ignacio Correa
Service Designer - Organization of Organizations
(They - Them)
I co-founded From Pencils to Rockets (De lápices a cohetes), a company dedicated to providing design and engineering services, where I led the design team in charge of working on technical problems in more than a dozen industries. I was part of the Research and Development team at Fitbit, where I held the position of Mechanical Research Engineer. I am a Product Design Engineer from Eafit University, and have an MBA in Design Strategy and an MFA in Design from the California College of Arts. I currently lead the Service Design team at Polymath Ventures, a team that, based on user-centered design and business analysis, is in charge of identifying new opportunities in the market, proposing new business concepts and validating ideas based on prototypes for the creation of new companies for the Latin American middle class.
Verónica Posada Thorsberg
Service Designer - Organization of Organizations
(They - Them)
ContactService designer with experience structuring, leading and executing projects ranging from identifying problems and new business opportunities, to the creation of analog solutions and digital products. People-centered through agile and qualitative design research, collection of insights, facilitation of workshops, and creation of prototypes, so as to develop projects in both the corporate and non-profit sectors. I am certain that design is a mindset and tool with the power to bring people together and co-create solutions to real and complex problems.
Lucía Jaramillo Ramos
ContactService Designer - Organization of Organizations
(They - Them)
I am a service designer and psychologist with a passion for social innovation and sustainability. By means of design and creativity as tools to reach insights, I translate human needs into opportunities for innovation through a human-centered design approach. I enjoy working in multidisciplinary and creative environments that believe in the possibility of building a different world from the public and private sectors. I have experience as a consultant in strategic design and legal design in different industries, as well as in the management of corporate social responsibility programs.
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