pRODUCT Design
Case Study
Ruta Empresas
y Derechos Humanos
The Challenge: Design a first-of-its-kind regional hub for a divided audience: governments, business owners, and activists. The core challenge was twofold: achieving strategic neutrality in language and flow to engage all sides equitably, while designing a simple, unified experience that made courses, events, and community tools effortlessly accessible to everyone.
My Role: Lead Product Designer & UX Strategist. Owned the full-cycle UX, product strategy, and content (UX writing). A critical part of my work was designing the neutral communication strategy—crafting the universal language, tone, and narratives that made the platform credible and accessible to all opposing stakeholder groups.
Extended Team:
- Developer – PM – 3 Stakeholders
Creative Process
This project was a foundational design and build initiative. AVINA, ACNUDH, and Conectando Derechos identified a critical gap in Latin America for a unified space on business and human rights. Our cooperative was tasked with designing and building this first-of-its-kind digital ecosystem from the ground up.
This project followed a strategic, stakeholder-centered design process:
Stakeholder Synthesis & Neutral Foundation:
Facilitated workshops with three major NGOs to align visions. Conducted deep research to define user personas across the spectrum—from activists to business owners—establishing a neutral, inclusive foundation for the product.
Neutral UX Writing & Interface Design:
Developed the platform’s voice, tone, and key messaging to ensure strategic neutrality. Translated this into intuitive UI design, wireframes, and a high-fidelity Figma prototype that balanced clarity with visual engagement for a broad audience.
Architecture for Multi-Dimensional Content:
Designed the information architecture and sitemap to seamlessly integrate four core pillars: courses, a resource library, a community directory, and a live events calendar, ensuring clear navigation for diverse user goals.
Integrated Build & Content Launch:
Collaborated closely with the developer on the WordPress implementation. Led the initial content strategy and population for launch, turning the designed structure into a living, usable platform.
Product Features
The platform operates as a multi-sided SaaS ecosystem for education and collective action through:
Role-Based User Profiles & Management
Integrated Learning & Resource Hub
Stakeholder Directory & Networking Tools
Dynamic Events & Webinar System
CORE CONTRIBUTIONS
Strategic Neutrality & Stakeholder Alignment
Led the complex synthesis of three major NGOs’ visions. Defined the neutral UX strategy and communication framework that made the platform credible for opposing groups—governments, businesses, and activists.
SaaS Architecture & User-Centric Design
Designed the scalable information architecture and user flows for a multi-role platform. Architected the profile system and permissions to serve diverse user journeys within a single, coherent experience.
End-to-End Product & UX Leadership
Owned the full product lifecycle: from UX research and stakeholder workshops, through interactive prototyping and UI design, to leading UX writing and launch strategy, ensuring a cohesive and impactful go-to-market
Latin America lacked a common digital ground for human rights due diligence—a space where governments, businesses, and activists could meet. The challenge wasn’t just to build a platform, but to design a neutral territory for dialogue.
Our mission: architect that territory.
The Insight That Changed Everything
Initial stakeholder debates circled around features. Our breakthrough came from deep user interviews and emotional mapping. We discovered that beyond roles, all users shared a core need: clarity without bias and trust in the source.
Our pivotal realization: neutrality is a felt experience. We pivoted from debating features to designing for emotional safety and cognitive clarity, focusing on three key changes:
A unified, principle-driven narrative that preceded any functional menu.
Information architecture and labels that avoided politically charged terminology.
A visual and interaction design system that prioritized calmness and orientation over stylistic flair.
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