HI, I'M FERNANDA!
I am a strategic design consultant with more than 15 years of experience creating and managing projects across Latin America, Europe, the Middle East, and Africa. I have extensive experience in insight and trend research, as well as in the development and implementation of innovation strategies and continuous learning initiatives aimed at cultural transformation, capability development, and adaptability.
I work at the intersection of design, innovation, and human behavior, with experience structuring and scaling products and services, integrating frameworks and user feedback, and collaborating with diverse stakeholders—from operational teams to executive leadership—within complex ecosystems. I am passionate about people, behavior, creativity, and education.
I have experience across multiple sectors, including technology, oil and gas, mining, telecommunications, retail, entertainment, and civil society organizations. I am fluent in English, Spanish, and Portuguese.
Within the field of social design, I am interested in investigating how people interact with products and services and how these are—or are not—able to meet their needs. I bring design into areas such as technology, business, education, and accessibility, working across these boundaries to create solutions that generate real value for users.
BUT WHAT IS SOCIAL DESIGN?
[and what does this have to do with innovation?]
Within the field of design, social design can be defined as a design process that contributes to improving human well-being, both from a market perspective and, above all, from a socio-environmental perspective, where solutions are co-created with users.
A social designer approaches the world through the lens of social capital and, from there, designs products and services that can be desirable, viable, and profitable. In this process, profitability is understood as one of the pillars of sustainability for a product, service, process, or system, and the designer’s work becomes an active facilitation in the search for innovative and strategic solutions.
SERVICES
From consulting on innovation projects to the development of learning and training programs, the services I offer are grounded in design thinking and its project-based approach. Their goal is to investigate and build innovative alternatives and pathways by expanding perspectives and ways of seeing. Here, design brings a more holistic vision to the way we understand and relate to the world around us.
