Lore Maceratesi

Holistic Interaction is a boutique design studio. I guided the creation of UX and innovation strategies for startups and growth-stage companies. My role spans strategic consulting to practical implementation, combining business vision with a deep understanding of users to transform ideas into viable and successful products.

Responsibilities:

• Led a  UX team and innovation strategies for startups and growth-stage companies, from strategic consulting to practical implementation.
• Design and expand digital services, optimizing each stage of product development.
• Build agile teams that align with company vision and business objectives, ensuring functional, innovative, and user-centered products.
• Facilitate innovation workshops, Design Sprints, and strategic sessions to accelerate time-to-market and make user-centered decisions.
• Mentor and led as fractional Head of UX, helping startups establish strong teams and effective workflows.

As a Senior UX Research and Service Design Lead I lead user-centered design projects, collaborating with institutions to enhance their digital experiences. My approach combines qualitative and quantitative research, workshop facilitation, and customized strategies tailored to each client’s needs, driving impactful, evidence-based decisions.

As part of Google for Startups LATAM, I provide UX mentorship and facilitate Design Sprints, Design Thinking, and Design Lab workshops for early-stage & growth-stage startups across Latin America. By leveraging these methodologies, I help startups refine their products, improve user experiences, and accelerate their journey from concept to launch.

Key Contributions:

• Participated in 20+ Google LATAM events since 2018, delivering hands-on UX training and mentoring sessions.
• I have run design sprints and workshops that have helped startups like Storybook App, Uellbee, Cliengo, Mudafy, Rebanking, and Smart Lending elevate their product quality and user experience.
• Mentored startups through strategic design processes, enhancing their ability to iterate quickly and solve complex problems.

As a mentor for Acelera MentorDay, I work with pre-seed and seed-stage startups, guiding them through critical aspects of strategy, operations, and service design. Over the course of 5 sessions, I help entrepreneurs refine their value proposition, align long-term and short-term goals, and optimize their operations process for scalability, while implementing agile methodologies and leveraging AI tools to enhance productivity.
Key Contributions:

• Executed 5 structured mentoring sessions (2 hours each) to review and improve the startups’ strategic direction and operational workflow.
• Helped startups define clear goals through Gantt charts and actionable planning.
• Assisted in designing the service and work processes, incorporating agile methodologies and AI tools to optimize workflows and increase efficiency.

Mentored startups in aligning their value propositions with market needs to achieve a better product-market fit.

As Fractional Head of UX at the Ministry of Production, I was responsible for establishing a user-centered design function within the digital services sector. I guided a multidisciplinary team, collaborating with department heads to create the organizational structure, define roles, and integrate UX practices into the broader agile workflow.
Key Responsibilities and Achievements:

• Designed and implemented three key UX workflows: Idea Acceleration, Guidelines & Mentorship, and a comprehensive UX process for project development.
• Developed a systematized research process, including user personas and experience maps, to identify pain points in citizen interactions and create actionable solutions that improved usability.
• Introduced agile methodologies, ensuring that design decisions were validated through prototypes and iterative processes, enabling quick decision-making and collaboration with cross-functional teams.
• Aligned the design efforts with the Ministry’s objectives, creating a clear roadmap for the future that connected UX improvements to organizational goals and long-term outcomes.

Enabled successful cross-department collaboration, enhancing team productivity and improving the overall quality of digital services for citizens.

As the Design Lead, I was responsible for coordinating the external team and creating methodological processes for interdisciplinary work, successfully breaking down the silos between the commercial, development, and C-Level areas. During this time, we completely redesigned the website, improving course conversion rates and findability. I also directed the design of the platform for both the academic and administrative management systems of the courses, facilitating ideation and needs-detection workshops. I managed the team while addressing the needs and relationships between three areas: C-Level, Development, and Sales & Marketing.

I was the first product designer in the organization. One of my initial achievements was designing an omnichannel identity system encompassing the physical graphic identity and the digital universe. This omnichannel Design System allowed me to build consistency across all of the organization’s products. I also worked on refining the communication tone, which improved the conversion rate for online course purchases and increased email open rates. Additionally, I conducted user testing to validate business hypotheses and identify usability issues, while spearheading UX best practices to enhance the app’s user experience and product development.

Leading UX/UI Design. Wireframing. User profile analysis.  UX planning and research. Sketching. Designing mockups to communicate user flows and interactions to stakeholders. Usability testing and improvement.

Web design development in HTML – CSS – JavaScript

Need to complete

PAI is the first subject in the Faculty of Architecture, Design, and Urban Planning to have a syllabus entirely designed with UX and design thinking methodologies. As a tenured professor, I was responsible for creating the syllabus and content for this subject.

In my teaching role, I focus on guiding students to apply UX principles and design thinking in creating interactive audiovisual projects and future designs. This includes topics such as user research, creating wireframes and prototypes, evaluating user experience, and iterating based on feedback.

In addition to teaching, I also supervised individual and group projects, providing guidance and feedback to help students develop strong skills in interactive experience design. I also coordinate a team of three professors.

As the coordinator of instructors for the courses Introduction to Design Thinking, Introduction to Prototyping, Design Sprint, and User Experience Design (Introductory and Advanced), I was responsible for coordinating the teaching staff, designing the course syllabi, and iterating on the educational offerings based on feedback received.

https://sceu.frba.utn.edu.ar/e-learning/detalle/curso/1701/introduccion-al-design-thinking

I designed a curriculum for the workshop using a “learning by doing” approach. I adapted a 5-day, 2-hour-per-session workshop that guides participants through the methodology and understanding of the various tools available to facilitate this innovation workshop.

https://sceu.frba.utn.edu.ar/e-learning/detalle/curso/1349/introduccion-al-prototipado-de-proyectos?id=999183849

As a thesis advisor for the Master’s in Interactive Design, I had the privilege of guiding students through completing their final projects. During this time, I offered support and advice in defining their research and design projects. 

My role as a thesis advisor involved reviewing and giving feedback on proposals, guiding students in choosing appropriate methodologies, and assisting in the development and execution of their research. I also provided support in the preparation and defense of their theses before the academic committee.

Working with students from the Master’s in Interactive Design was a rewarding experience, as I was able to contribute to their academic and professional growth. I’m pleased to have been part of their research process and to have guided them toward achieving their goals in the field of interactive design.

Instructor in charge of Interaction Design I, Interaction Design II, and Interaction Design III. The topics covered by students range from an introduction to user-centered design, communication with C-Levels and stakeholders, and their involvement, to research techniques, prototyping, and idea validation.

4hs Seminary.

As a UX/UI expert, I facilitated workshops for individuals interested in gaining an introduction to digital product design. The focus of the session was to teach the fundamentals of usability and heuristics, essential principles for designing products that provide value to users and are easy to use. We explored how usability enhances ease of use and navigation on a website, while heuristics guide users in understanding and effectively interacting with the page.

UX Professor in the Digital Design and Art program at the University of El Salvador.