https://www.waldogh.com/who daily 1.0 2025-05-20 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591413732977-V0Q2DYDE6L1YJ80WBH8D/Taller2.png Who https://www.waldogh.com/work daily 0.75 2025-08-27 https://www.waldogh.com/work/smartmanufacturing monthly 0.5 2020-07-01 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591320063870-84H51YSP6668N07G7IBA/IMG_20200109_130500000.jpg Work - Smart Manufacturing https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591317911996-JJHQNDH4EFHS7I196YKY/IMG_4459.jpeg Work - Smart Manufacturing We used a Guerrilla approach to research. We presented a stand at trade shows to pitch the idea at anyone interested and guided them through a card sorting exercise to understand what features would be most relevant and why. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591319088230-UU2ELNO4VU3A1JZ9C1PE/Screen+Shot+2020-06-04+at+20.03.39.png Work - Smart Manufacturing - Outcome Cogniplant is a Software as a Service solution that empowers maintenance teams to take control of their operations. Through accurate data about equipment downtime due to failures or faults, smarter preventive actions can be taken and overall operations can be optimized. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591320020758-0IMNGQQPRIMLG4RGHUC6/Screen+Shot+2020-06-04+at+20.20.05.png Work - Smart Manufacturing With the Machine Health monitor, maintenance teams can have greater control of their equipment and take preventive actions. Realtime conditions Configurable alarms Maintenance activities log https://www.waldogh.com/work/mexicocitycollection monthly 0.5 2020-06-13 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591467821343-Q2LMHR3X214E09E2TKRO/DSC03479-small.jpg Work - Mexico City Collection https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591467760242-S4CM6REHBCX59ISKIZ7E/DSC03456-filtered.jpg Work - Mexico City Collection With the objective of uncovering the meaning and signals denizens hold of Mexico City, we facilitated a semiotic workshop where we used participative design exercises to stimulate a group of architects to collaborate and expand the conversation. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591469188623-VIDZZEJ97SV716Y0F3O7/chamarra.jpg Work - Mexico City Collection Our research process included field work with historians and archeologists to understand the city’s history through the evolution of its architectural landmarks https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591721652438-7RKRGM56ZAC0L2T6MLOH/Coleccio%CC%81n+CDMX+%E2%80%94+Espacio+CDMX.001.jpeg Work - Mexico City Collection Cross referencing all the information resulting from both primary qualitative research and secondary desktop research we constructed strategic recommendations along with the conceptual guidelines that would bring the collection to life. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591469384436-YHTWM5V3I8CPS948SZ92/Diagram.001.jpeg Work - Mexico City Collection https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591720671596-ZEAN238V83TLIIETHWXS/DSC00197-filtered-small.jpg Work - Mexico City Collection - Outcome The result was overwhelmingly strong, Mexico’s beauty lies in its chaotic quality, where the layers in our history clash to create a unique collage of culture. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591468235042-NS59SDNSXO0SJUV06UD5/DSC00197-filtered-small.jpg Work - Mexico City Collection https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591468270139-CN1CK1Z1JOGXN6XIETSH/DSC00215-filtered-small.jpg Work - Mexico City Collection https://www.waldogh.com/work/venturebuilder monthly 0.5 2020-08-06 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591486168444-OVW6ASXYMURJAVJGKS8H/Rafael%2BRami%25CC%2581rez%2Bde%2BTortillas%2BAries.jpg Work - Venture Builder Developed and piloted a Design Thinking for Industry 4.0 toolkit that different team members, including developers, data scientists and mechatronics engineers used to understand our potential customer’s problem space. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591486388898-AXB4CM6YHIHS2KAKU4U7/IMG_6739-1.jpg Work - Venture Builder https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591711511285-WT3CF0ZXCYFCIR1MUQ3S/F6A7CA6E-01DE-4C4A-AD5B-6CB407256851-824181F1-F5D8-4CEB-878B-C019A3850179.jpg Work - Venture Builder - Multidisciplinary collaboration Working with all levels of the organization to structure a process flow allowed us to listen to our customer’s earlier in the process. Due to the size of the team we had to empower everyone to continuously practice empathy across the different phases of the development process. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591487486690-3POX4P9VHXWS6ZCQ4ZHJ/Mesa%2Bde%2Btrabajo%2B1%25402x.jpg Work - Venture Builder - Outcome Taking inspiration from Design Thinking, Lean Startup and Agile we structured our own process towards the creation of new ventures. Discover: Understanding the problem space and target market. Assess: Validating interest in our solution, creating a proof of concept and iterating. Build: Developing our Minimum Viable Product based on a strategic feature roadmap. Scale: Growing the reach and speed to market for our new solution. https://www.waldogh.com/work/indie-film-platform monthly 0.5 2025-08-27 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591924615463-H1OYZNCAQ637WIMDHP3L/2013_10_29_CINETECA_by_Paul_Rivera_05.jpg Work - Indie Film Platform https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591924877450-SQHRG1ACWXCLH0USX58H/unnamed.jpg Work - Indie Film Platform We assisted to public events in local film clubs, and heard assistants describe they would much rather be part of the film festival circuit in order to have access to unconventional sometimes obscure films from around the world. This allowed them to build a particular language and appreciation for storytelling. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591923947374-965ONLH8UI88G2V1YHAB/pasted-image.jpg Work - Indie Film Platform - Outcome We discovered Cinema Uno is really a film festival that takes place in the comfort of your home. Its catalogue should function like a film festivals does, as a curated collection. The launch strategy centered around film festivals across Latin America, such as the one pictured. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591924941492-SA5SFZVBJBAUDBY6S6OM/cinema-uno.png Work - Indie Film Platform https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591925331994-B53PLL7R5A20UY5XHW1V/Captura-de-pantalla-2016-04-11-a-las-05.59.46.png Work - Indie Film Platform Benefiting from their network of film distributors and festival organizers Cinema Uno was soon partnering to offer an extended digital festival through their platform, building a cult following among festival lovers. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591924022482-NBZRYFQW1KS9HBXAGTFC/pasted-image.png Work - Indie Film Platform https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591924001309-9NUATJ11S3WGBV61CXXL/pasted-image-2.jpg Work - Indie Film Platform Cinema Uno’s brand identity and tone is anything but comforting. It is meant to evoke movement like that of Op Art illusions. The clash of red and blue, contrasting colors on the spectrum, confuses you a bit, but draws you in. Just like indie cinema, Cinema Uno’s appeal is in its mystery and willingness to be provocative. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1592073380938-XJ6MJX2LCPNFDTBU0L2S/cinemaunoficunam.png Work - Indie Film Platform https://www.waldogh.com/work/the-kitchen-business monthly 0.5 2020-06-13 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591749879148-GSVIE9BUZ4T4YBBNK0HH/IMG_2716%2B2.jpg Work - The Kitchen Business Primary research consisted in interviewing consumer segments, home owners who had remodeled in the past year, and kitchen designers. With consumers it was important to understand the entire remodeling experience and what part countertop selection played within it. Kitchen designers provided insight into the business landscape and their relationship with providers and brands. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591749740707-RTIDQO26WMBBTFDY7P3C/IMG_2979.jpg Work - The Kitchen Business https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591751631843-19UAUUOXSNIF4B9NAQ4A/Screen+Shot+2020-06-09+at+20.12.24.png Work - The Kitchen Business As part of secondary research, we conducted a foresight scan for signals of disruption in the kitchen / home space. We looked to expand their vision by thinking of how emerging technologies such as 3D printed houses and smart kitchen surfaces might change the expectations of future consumers. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591752248551-WB8QBY3NW4K0SM4YQ3PI/example.jpg Work - The Kitchen Business https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591753032519-0E4FQURCATRKTVQ29WBV/IMG_5922.jpg Work - The Kitchen Business - Outcome The resulting strategy was to introduce this new material by educating the market. The first horizon for the launch was to develop a differentiated service targeted at kitchen designers, understanding them as a key player in the ecosystem. https://www.waldogh.com/work/associate-action-platform monthly 0.5 2025-08-27 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591843897758-ZUYRKC9HEMG5KP5V5I5J/IMG_9063%2B2.jpg Work - Associate Action Platform https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591843960570-EC73EXZT5DKJ9CD601TJ/IMG_6215.jpg Work - Associate Action Platform Workshop participants worked with interview questions in pairs. They were asked to articulate the perspective of associates providing input, as well as those of the leadership teams receiving associate input. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1592078626022-SLKBI3VC5J4SG8IVXEO1/IMG_1991.jpg Work - Associate Action Platform The teams transformed their prioritized ideas into concepts and rich prototypes using techniques such as sketching, storytelling, and role-playing. They then presented their prototypes to different user panels to learn from them and quickly iterate their solutions. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1591844054556-J16R84DTILJNHT332VN9/Diagram.001.jpeg Work - Associate Action Platform https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/1592078482350-AKHYHXJOZIT5TFX2YU5Q/john-schnobrich-2FPjlAyMQTA-unsplash.jpg Work - Associate Action Platform - Outcome The scope of the solution evolved from capturing sentiment, to empowering associates to live the company purpose. The opportunity was defined as allowing associates to both learn how others live the purpose and how they might get involved in their particular context. https://www.waldogh.com/work/guidedselllingexperience monthly 0.5 2025-08-27 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/3822f1d4-d8e1-4a30-a02f-eb806cd46c44/Screen+Shot+2025-08-26+at+9.12.35+PM.png Work - Guided Selling Experience Defined profiles for partners, sales reps, and customers to ensure the experience addressed the unique needs of each group. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/2fd929a9-3ccd-4dcc-b389-992db2e55673/20231114-hv-method-0058+%281%29.JPG Work - Guided Selling Experience https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/4098fcd6-59a4-4457-95db-f8710a34b1f7/20231114-hv-method-0046+%282%29.JPG Work - Guided Selling Experience https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/6e835655-2206-4997-ba5d-f1e8741164f5/Screen+Shot+2025-08-26+at+9.17.38+PM.png Work - Guided Selling Experience Visualized the end-to-end sales process to uncover friction points and align stakeholders on critical opportunities. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/b2e460e1-559b-4844-be64-6a2ff3bf94da/Screen+Shot+2025-08-26+at+9.12.45+PM.png Work - Guided Selling Experience - Iterative Design Built and tested concepts at increasing fidelity, allowing the team to validate direction early and refine designs continuously. https://www.waldogh.com/work/connectedcarapp monthly 0.5 2025-08-27 https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/51eddb92-99f3-44c2-809d-ab072e7c3c4a/db4375a0-f129-4d49-9e17-52397a43019f.png Work - Connected Car App https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/045cf34b-2af2-4783-a866-c7e9e2dcc950/138c5621-c2cc-4c0e-a94e-f543dfc5f0d9.jpeg Work - Connected Car App Conducted 11 on-site moderated interviews with first-time app users, observing real behaviors and capturing direct feedback to validate issues and prioritize fixes. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/e363805f-d2c9-4d94-985a-f92392b7c806/Screen+Shot+2025-08-27+at+4.15.47+PM.png Work - Connected Car App Created a detailed experience map of the onboarding process, surfacing the “Valley of Frustration” where 30% of users abandoned at the Vehicle Access Verification step. https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/cb6c0892-34bb-4f38-845b-e4b14d01fe52/Screen+Shot+2025-08-27+at+4.17.28+PM.png Work - Connected Car App https://images.squarespace-cdn.com/content/v1/5ed80593fdf6002c878b9d5e/b0cbb1c7-32b5-448b-9f78-5bc362537012/Screen+Shot+2025-08-27+at+4.06.40+PM.png Work - Connected Car App - Outcome The research revealed systemic barriers such as unclear instructions, redundant VIN scanning, and lack of dealership onboarding. We delivered UX recommendations spanning account creation, trial activation, and vehicle verification—framed as both “quick wins” and longer-term opportunities.