I contribute to projects that engage with people’s lives. Having worked for Unilever, design, live marketing and cultural agencies, I’ve developed projects for companies including Telefonica, Santander, Nestlé, Motorola, Ministry of Justice, health and tech start-ups. Have a look at some of my favourites:

 

Engaging employees at the beginning of the organisational design

 

HELPING ORGANISATIONS AND EMPLOYEES MIGRATE FROM A 20ST MINDSET TO THE 21ST CENTURY NEW WAYS OF WORKING

 

Change is hard. But if we engage employees at the beginning of the process, it could be easier. After interviewing employees from different organisations from the private and the public sector and finding out they are all trying to migrate to new ways of working and being more relevant to users, I’ve developed ECD, an employee-centric-design initiative to empower them with a sense of ownership in the change management process, while helping organisations de-risk the impact of change, retain talents and become more flexible in their practices.

*SERVICE DESIGN FRINGE FESTIVAL X ARTS THREAD RISING STARS 2019*

Helping the Ministry of Justice to combat child sexual exploitation

 

A DIGITAL SERVICE TO SPOT AND REPORT EVEN THE SMALLEST SIGNS OF CSE

 

Small business owners play a fundamental role and they care about their community and the safety of their neighbourhood. With the insight of involving Local Authorities that are already engaged with local business,  I helped design the concept of 'Not on my watch', a service aimed at developing raised awareness and activate community members towards this sensitive and urgent issue.

 

*DESIGN JURY SELECTION BY MOJ/DTA/RCA*


 

 

Increasing young people’s agency to discover what they want to be in the future

 

A P2P SERVICE TO INSPIRE TEENAGERS TO IMAGINE THEMSELVES IN THE WORLD OF WORK

 

‘What do I want to be in the future?’ approached with this question, they make decisions based on what they are capable of now, with no consideration of how the world of work is changing. To open up their possibilities we created Dough: a discovery app that connects young people with real videos of inspiring professionals. I developed this end-to-end service, from identifying main pain points, validating the decision-making journey, to prototyping and testing in a workshop with young people.


*SHORTLISTED BY TELEFONICA ALPHA*

Time optimisation platform: Timing.tech

 

IMPROVING THE UX FOR SERVICE PROVIDERS THROUGH A NEW DASHBOARD, CUSTOMER AND TECHNICIAN APPS

 

Timing.tech was ready to expand to Europe and the US and needed to redesign its platform interfaces and create a much friendlier user experience. Through client workshops and customer observation, I defined in detail each interaction to deliver a great overall experience.

Supporting Local Authorities for building resilient communities around parks

SOCIAL INNOVATION & CITIZEN ENGAGEMENT AT A LOCAL LEVEL - ENFIELD COUNCIL 

 

If we encourage people to collaborate together with projects, they will build a sense of ownership and, through that, create a sense of responsibility towards the park. But to achieve that, first it is necessary to understand who were the users of a park and how to better connect the Council with the local Friends Group, the most valuable Social Capital. I mapped the main stakeholders' which serve as the basis for our interviews and to understand the challenges of each player.

Connecting Moto G5 family of products to potential users

 

ENGAGING RELEVANT CONVERSATIONS WITH USERS AT THE POINT OF SALE

 

I went to several hypermarkets to observe and study how shoppers walk around and what is their mindset in when they go shopping. To initiate an appetite towards Moto, we created an engaging conversational campaign: from advertising in the main entrance sentences like, "Welcome, come meet our Moto new family", to "Performance upstairs", playing with the fact that the person was going up in the escalator.

Santander welfare service

 

BRINGING A HUMAN-CENTRIC APPROACH TO      A  BELOW-THE-LINE CAMPAIGN FOR A BANK

 

To communicate the welfare service of Santander bank in Brazil and helped both potential clients and employees to understand the main benefits and how the service works, I use customer-centric techniques like user shadowing and service safari to understand current journey, pain points and designed a better speech for employees as well as a campaign that offers as the prize a previous experience of what the customer could have in the future if they subscribe to the welfare program.

Art Unlimited itinerant exhibition:

The Escher Experience

 

A NEW BUSINESS MODEL WHERE A CULTURAL EVENT CAN GO ANYWHERE BRINGING ART

TO MORE PEOPLE AND PLACES

 

For the first time outside of museums, the best of M.C. Escher was presented in this circuit in a pocket structure of 120m2. I was responsible for delivering the strategy for the development and implementation of this interactive event, that happened in four shopping centres from the Iguatemi Group, as well as created and coordinated the production of a pop-up store with a whole collection of 80 products with Escher patterns.

 

 

Dog Chow & Easy Taxi allowing mobility with dogs

PARTNERSHIP STRATEGY MAKING A STRONG AND EMOTIONAL BOND BETWEEN PET LOVERS AND THE PET FOOD BRAND

 

To meet the increasing wave of families that have pets in Brazil, I came up with the idea to partner with a mobility company and delivered this project that encourages the democratization of mobility of dogs together with their families. Besides equipping the taxi drivers with covers to receive the pets, we added a 'pet-friendly' filter on the company's app.

Nescafé Smoovlatte helping to unlock students' potential

BY DEVELOPING INTERESTING CONTENT GARAGES WE ENGAGED WITH STUDENTS

IN A MEANINGFUL AND EXCITING WAY

Smoovlatte, a new coffee-chocolate beverage brand from Nescafé was to be released in Brazil. Focusing on young people, I came up with the idea of developing a Career Garage, to bring future visions of work and a Design Thinking Garage, to involve students with collaborative dynamics and awaken new ways of acting and thinking.

Virtual Reality Healthcare: Libra@Home

 

DEFINING A POSITIONING FOR THE START-UP THAT IS REVOLUTIONISING THE WAY NEUROHABILITATION THERAPY IS DONE

 

Improved care for patients at the clinic and at home through the use of specialised VR devices with tailor-made exercises, I engage with this Israeli start-up to understand their value, analyse their competition and developed an enchanting way of telling their purpose through their website content and animation.

Planning for global design projects

 

STRATEGIC PLANNING FOR PACKAGING DESIGN AND VISUAL IDENTITY BRANDS

 

Studying several markets, from competition to the identification of shoppers’ behaviours and trends, here are some case studies about projects I have developed during the 4 years I worked at Casa Rex, the No1 Design Agency in Brazil (with a branch in the UK). Main clients: Unilever Global (Persil, Lux/Sunsilk, Dove, Knorr, Oral Care Family brand), Firmenich, GE, Livraria Cultura.

“The questions that Asia asked me” exhibition

CREATION AND PRODUCTION OF AN EXHIBITION THAT RELATES WITH PSYCHOANALYSIS AND SEMIOTICS

With the intention of putting in practice these theoretical concepts as well as presenting some internal questions I had experienced while visiting Asia, I developed this personal photography exhibition released on the Media as 'bringing a fresh perspective' and 'a cult photography' worth to see.

International awarded house of design: Casa Rex

DESIGNING THE STRATEGY DIVISION AND REPOSITIONING THE AGENCY TO IMPROVE

IT'S AWARENESS AND ATTRACT NEW CLIENTS

 

By bringing a strategic way of thinking on projects delivery and creating a new Communication approach for both clients and the Media, I was in charge

for designing this new department and positioning the agency at a Global scale.


 

The future is changing rapidly and I'd like to become part of this change. Let’s innovate our own mindsets and deliver sustainable improvements on the way we live and work.

LET'S WORK TOGETHER ;)

karenrozenbaum@gmail.com
+44 0753 372 5949