Four Works

PROJECT NO. /
o1.
OBJECTIVE /
Empower women of Atoyac, Jalisco, México by creating
opportunity to economically aid themselves and
their families.
AtoyaK
SOLUTION /
A new line of earth-friendly, hand-knitted/crochet
products called “ATOYAK”.
MY ROLE /
Founder + Business Strategist
CONTEXT /
In August of 2012, I met a group of women from Atoyac,
Jalisco, Mexico who everyday strive to make a living
with $6 a day or sometimes less. There are few jobs and
even fewer opportunities. They are talented beyond
expectation and have an ardent desire to aid themselves
and their children.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 01 / ATOYAK
1
Minimum Viable Products (MVP) have been in the
making since August of 2012 and continue to be
improved on based on new learnings gathered.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 01 / ATOYAK
2
PROJECT NO. /
o2.
zeum museum
OBJECTIVE /
Develop an engagement strategy post the reboot launch
of October 1, 2011.
SOLUTION /
A Marketing Strategy coalescing two parts: A full
research report and marketing plan.
MY ROLE /
Researcher + Design Strategist
CONTEXT /
In Spring of 2011, Zeum had very specific corporate
objectives. It sought to increase its annual visitorship
from 46k to100k in the next five years, the primary
target segment for expansion were children ages 3 to 5.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 02 / ZEUM MUSEUM
3
Ex h i b i ts
Website
Sto r e
A m en i t i e s
Bonding
Eas e / C o n v en i en c e
I m a g i n at i o n
Fr eed o m
Developing a successful marketing strategy demanded
lucid understanding of the core experience Zeum's target
audience valued and desired. Therefore, our methodology
consisted of primary and secondary research, and
manager interviews. The identified experiences would lay
the foundation for the marketing strategy.
Our research phase unveiled experiences that were most
valued, desired most in two sets. The first set was desired
by the parent; the second, by the child. Parents desired and
valued "bonding" and "convenience." Inversely, the child
desired and valued "freedom" and "imagination."
Having found the experiences desired by ZEUM’s target
segment and their parents, our team performed a
touchpoint audit. This audit revealed that while the main
exhibits deliver the desired experiences, other touchpoints
offer significant opportunity for improvement.
Experience is delivered very effectively.
Some opportunity for improvement.
Substantial opportunity for improvement.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 02 / ZEUM MUSEUM
4
In addition to a Marketing Audit, and prior to developing the
Marketing plan, a SWOT analysis was conducted. A
substantial marketing effort was already in progress, thus,
our team ensured our plan not only complimented those
efforts in progress, but also remained aligned to our
findings. We achieved this by introducing four tactics that
would deliver each of the desired experiences and in a
phased manner.
ZEUM
PHOTOBOOTH
BIRTHDAY
IN A BOX
BONDING
EASE / CONVENIENCE
IMAGINATION
FREEDOM
Our findings led us to initial and subsequent engagement
recommendations that would help ZEUM align existing
touchpoints to desired and valued experiences.
Recommendations include: Increase the focus on clear
communication of the core experiences that Zeum promises
to deliver. As well as, position ALL touchpoints to deliver the
experiences customers desire.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
VIDEO
SERIES
PROJECT 02 / ZEUM MUSEUM
COORPORATE
OUTREACH
5
PROJECT NO. /
o3.
OBJECTIVE /
Deliver a solution to help Philz Coffee in its expansion
from 3 stores to 15 whilst maintaining its quality
and culture.
PhilZ Coffee
SOLUTION /
A re-designed fulfillment process and implementation of
a “fast track.”
MY ROLE /
Researcher + Business Strategist
CONTEXT /
Since the beginning of Philz Coffee, Phil and his son,
Jacob Jaber, have devoted their efforts to make people's
days better, make them smile, and healthier, which
culminates "one cup at a time." Together, both have
done an amazing job sustaining excellent quality
coffee, a coffee not only sold at Philz coffee shops, but
also distributed to companies like Facebook, Google,
and Virgin America Airlines.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 03 / PHILZ COFFEE
6
hypothesis
Our initial meeting took place with our client, Jacob Jaber,
at one of the Philz stores. There, he offered each one of us
a fresh cup of coffee, plus, an opportunity to observe
customers, and learn more about the business. Our team
quickly learned that the Philz family had plans to expand
into15 stores in the next 3 years. To come up with a
strategy that fostered Philz Coffee's expansion, without
comprimising its quality or culture, required preliminary
research and all of the information Mr. Jaber shared with
us; from there, a SWOT analysis was conducted.
"CULTURE"
BOOK
FULFILLMENT
PROCESS
LOCALISM
Early insights led to the following foci as possible
operational initiatives:
Culture Book: Help create a shared idea about Philz’s
mission, which would strengthen its unique culture from
the inside out. It would also serve as a training book for
new employees.
Fulfillment Process: This initiative’s focus would be to
design and/or reduce the waiting time, thereby, improving
the customer’s experience.
Localism: Embrace diversity and focus on the differences
between store locations. Since every neighborhood is
different, Philz could target different customers with
specific needs.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 03 / PHILZ COFFEE
7
To help us better understand which of the three initiatives
would be most beneficial to Philz and its customers, our
team cunducted interviews and ethnograhic observations
to learn more about customer needs and their coffee
drinking behavior.
We created three personas from our interview insights and
observations to learn more about them. Our initial goal was
to safeguard Philz Coffee’s identity while it expanded. After
synthesizing our research insights however, we concluded
that our major aim should be to fix Philz's existing concepts
before preparing Philz for a successful expansion. Our goal
was to build a cohesive fulfillment strategy, and, to create
standard processes for all stores. Our solution: A
re-designed fulfillment process and implementation of a
“fast track” to meet customer’s and Philz expansion needs.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
WHAT THEY SAID
WHAT we OBSERVED
"I WOULD NOT COME
HERE IF I WAS IN A RUSH"
aPPX. 20 min waiting time
(dURING PEAK HOURS)
"No other COFFEE
TastES lIKE THIS!"
1st TIME CUSTOMERS UNCLEAR WHERE TO GO
"AMAZING SERVICE and
FRIENDLY BARISTAS"
UNDEFINED WAITING AREA/
PEOPLE IN THE WAY
PROJECT 03 / PHILZ COFFEE
8
PROJECT NO. /
o4.
PayPAL CHECKOUT
OBJECTIVE /
Build a single platform to support all checkout
experiences long term. Strive for a consistent PayPal
experience on and off eBay. Address merchant and
partner needs (including eBay) always.
SOLUTION /
A coherent and unique design framework.
MY ROLE /
Researcher + Lead Designer
CONTEXT /
PayPal is a service that provides people a simpler way
to send money and pay for items without sharing
financial information. With 128 million active accounts
in 193 markets and 25 currencies around the world,
PayPal enables global commerce, processing more than
7.6 million payments every day. PayPal Checkout is an
integral component generating more than 80% of the
company’s revenue.
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
PROJECT 04 / PAYPAL CHECKOUT
9
Maintaining drastically different checkout experiences on
multiple platforms became an increasing concern for
PayPal in Novemeber of 2009. It was then, that I had the
opportunity to become part of the PayPal Checkout team
and help create a strategy that would not only target
PayPal’s objectives, but also meet customer and
merchant’s needs.
THE MERCHANT
PAYPAL
THE CUSTOMER
BRANDaBLE
CONSISTENT
SIMPLE
FlEXIBLE
EASILY RECOGNIZABLE
TRANSPARENT
CUSTOMIZABLE
ONE EXPERIENCE
FAMILIAR
JACQUELINE CISNEROS / DESIGN + BUSINESS STRATEGIST
To begin formulating this strategy, it was imperative for our
team to understand the BIG needs. To do so, we began a
research phase. This allowed us to analyze our existing
checkout experience, conduct a competitive analysis, and
interview customers and merchants, from whom, we
collected many great insights.
The information gathered from customers and merchants
helped pave the way to our initial MVP designs. These were
not only tested and iterated on, but also revolutionized the
future of checkout. The final design became a gloabally
scalable and flexible framework that standarized and
simplified many of the elements and processes required to
create ONE consistent checkout experience for PayPal; a
brandable, customizable, and flexible checkout experience
for merchants; and a simple, transparent, and familiar
checkout for the customers.
PROJECT 04 / PAYPAL CHECKOUT
10