​Latitud is a community that helps outstanding founders build iconic companies and thrive within the startup ecosystem of Latin America.

OVERVIEW.

There aren't many resources available to nurture blooming entrepreneurs and startups across Latin America.

While the talent is plenty and the ideas abundant, Latitud strives to bridge that gap by allowing promising talent the opportunity to join and learn from a community of successful founders.

​Latitud's mission is to grow and serve the Latin American tech community by providing the right resources and tools.

BRIEF.

Challenge

Redesign Latitud's online presence and improve company's output through long-lasting UX research. 
How might we create design assets and a brand experience that will communicate what latitud is and allow it to grow consistently over the next few years?

Latitud's vision and strategy came to life through my re-creation of their current online experience allowing users to discover, build interest, and become leads. A cleanly branded responsive website with coherent visual language.

Goals

Design assets and resources for scalable and consistent growth over the next few years.
​Providing a way for users to navigate efficiently, maximizing user experience, generating better adoption, retention, and avoiding potential confusion.

Users

Founders 
​Top Entrepreneurs interested in building a company within the LATAM market.
​
Mentors
Industry experienced entrepreneurs and professionals interested in advising and advancing the next group of newcomers.

Team & Role

2 Designers, 2 Devs

We were a creative team of 4:
​
Branding Designer - Research and creative direction for new brand identity

UX • UI Designer (Me) - Research, UX strategy & case study, Responsive UI designs 

Devs - Construction and maintenance of new website

RESEARCH.

Qualitative Interviews

I conducted 7 interviews with different members of Cohort 0, Latitud's first experimental fellowship program. These interviews were all done through Zoom, so it was fascinating to catch even the smallest body language and nuances in response to questions being asked.

Overall, every interviewee was satisfied in going through Latitud's program, on becoming a fellow and joining a community of like-minded people and mentors.

Main Takeaways

• Fellows liked mentors on the website
• They really liked the whole Latitud team 
• There was mostly hesitation on paying with cash
• Session notes were great, team let fellows know in advance that they would be provided
• Fellows enjoyed Notion and thought it was a big communications improvement
• Proactive matchmaking between fellows would be great
• Fellows hope for a longer program timeframe
• Too many long sessions in a short amount of time
• Communication and tech channels were a bit confusing -- curriculum/schedule should be provided early on
• Workshops and Interactive are best formats for sessions
• Improve engagement post-cohort
• Fellows liked Slack and thought it was the right tool for the job
• Potentially have sessions or fellow gatherings specific to each market

See more at: Affinity Map

“Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way.

Creating personas will help you to understand your users’ needs, experiences, behaviors and goals.”

See more at: Interaction Design

PERSONAS.

Personas were developed based on the analysis of the following:

• Pre-cohort 0 interviews (provided by Latitud team)
• Surveys (provided by Latitud team)
  • Fellowship NPS
  • Customer Satisfaction
  • Fellowship Application
• Post-cohort 0 interviews (7 total conducted by me)
• Business Objectives

3 unique Personas representing 3 different levels of founder and startup maturity 

USER JOURNEYS.

Milestones

01. Research

​Investigation about their startup ecosystems, resources, and how to jump-start their business

02. Discover Latitud

As part of their previous research, they stumble upon latitud and its value proposition appeals to their needs; worth considering

03. Becomes a Fellow (Ideate)

​When they determine latitud’s value, they each apply to the fellowship in hopes of tackling their different goals

04. Lessons Learned/Applied

Users put their learnings into action and advance in their business objectives

Read more about: User Journeys

WEBSITE UI.

Pages that were designed to inform, connect, and generate leads

• Landing Pg. (temporary)
• Home
• Articles
  • Articles Sample
• Podcast
  • Podcast Sample
• ​Book

See the Latitud UI Designs 

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