In the past, web design platforms offered extensive creative freedom, allowing users to build unique websites with limited resources. Back in the 90s, tools like FrontPage enabled users to create personalized sites with vibrant graphics, gradients, and Comic Sans. These early web pages, though often cluttered with irrelevant information and excessive design elements, showcased a distinct sense of individuality.

Today, most websites rely on standardized templates, resulting in a uniform look across the internet. While these templates offer ease of use, they constrain creativity and originality. The experimental spirit of early web design, where users had complete control over their site’s layout and content, has largely been replaced by uniform, template-driven designs.

Could the more unrestricted design opportunities of the past have allowed for greater creative expression than today's template-driven approach?\
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Rewritten from my [2015 article](https://www.catedracosgaya.com.ar/tipoblog/2015/las-revistas-del-no-diseno/)

The Evolution of User-Friendly Design Platforms

I was invited to have a Mate talk with the team at Front End Army team, circuling around my experience as a Product Designer working on the implementation of various different projects together with developers, and how to best treat the synergy between the two aspects of building products.\
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You can watch more at https://www.youtube.com/watch?v=gBqOJDH532A (in Spanish)

FrontEnd & Design

Senior Product Designer

A graphic-conceptual exploration of Argentina's 1976 coup, its impact, and the ongoing fight for justice.

No Estoy Tranquilo Mi Amor

Best work exhibited to the entire academic community in the Facultad de Arquitectura, Diseño y Urbanismo

CREDO - EoY Showcase

* Designed and implemented HelloFresh's first loyalty program with an opt-in rate of 39.6%, projected to generate €500M in 52-week Gross Revenue by 2025.

* Increased Average Order Rate by \~9% for new customers and 16% for active customers enrolled into the Loyalty Program, with a €150M impact in 2024.

* Saved €15M in reactivation discounts through improved loyalty and benefits digital experience compared to previous loyalty & reactivation strategies

Loyalty Program

* Led qualitative and quantitative research phases for a B2B product offering, conducting over 30 employer & employee interviews, three on-site focus groups​, a two general population surveys with over +800 results, and four ethnographic studies at co-working spaces.

* Prioritized proposed solutions by projecting a 12% increase in customer engagement and an estimated 18% improvement in order frequency within the first year.

Entering B2B

* Crafted & tested a new interaction model for browsing meals & add-ons that led to a global 0.5% increase in AOR and 0.4% in net revenue, amounting to an additional €29.4M in global net revenue.

* Increased the variety of meals ordered by a 12.2% based on a new improved smart suggestion system that aligned with customer's goals and adapted to their flexible time schedules.

Holistic food service

Revamped the customer acquisition and conversion funnel by humanizing financial product information, creating a self-guided quiz, over 100 blog posts, and a 24/7 chatbot

Humanizing Financial Products

Currently driving the design of HelloFresh's first global loyalty program for subscription-based services. Spearheading strategic initiatives to craft long-term vision projects, aligning customer needs with business opportunities across various brands.

* Leading the design for a loyalty program spanning 14+ global markets.

* Delivered long-term vision projects through cross-functional collaboration, focusing on user desirability and scalability.

* Partnered with stakeholders across 5+ teams to implement solutions that drive both user satisfaction and business results.

Sr Product Designer

Led the UI & visual design tribe on over 8 projects across diverse industries. Mentored 5 junior designers in UI, motion, and illustration for digital products, while collaborating with architecture and research teams to optimize design processes and align with commercial objectives.

* Developed and implemented streamlined processes to enhance collaboration between design, architecture, and research teams, improving cross-functional efficiency and client communication.

* Delivered presentations to 4 major stakeholders, successfully communicating the value of design and customer-centric approaches to traditionally conservative clients, helping them recognize the business benefits of investing in design.

Product Designer

Headed the overhaul of the customer acquisition and conversion funnel by humanizing complex financial product information. Created a guided user experience, collaborated with content writers to boost organic SEO, and implemented a 24/7 chatbot, positioning ComparaOnline as the top financial product comparison site in Latin America.

* Orchestrated the transition from Compara's legacy design system to a new token-based system, empowering Product Designers to work efficiently across our various financial products.

* Facilitated multiple cross-functional workshops with 3 teams, ensuring smooth alignment and execution of the new acquisition strategy.

Mateo Ruiz Guiñazu

2024

2015