Hong Kong SAR China

UX Design

Service Design

UX Research

Front-End Web Development

B.A.

Fred Aragao

UX Research Lead

Communication

Problem-solving

Time management

Critical-thinking

Figma

Adobe Creative Suite

Working with a veterinary startup client redefining their customer experience. Responsibilities include running design workshops, developing new IA, defining high-level content strategy, producing UX guidelines and prototyping.

I was part of a core team of service designers working across product teams within a major Hong Kong bank. 

Responsibilities included mentoring product teams in the Design Thinking process and Research methodologies as well as hands-on support in conducting research.

I worked with PROPHET as part of the digital transformation program initiated at MB Bank, a leading Vietnamese bank. 

I was in charge of the UX workstream which involved re-designing the experience for MB's banking App. 

Activities included:
- Running workshops on Lean UX & Agile
- Defining a research strategy and conducting qualitative research
- Creating new IA, 
- Prototyping and developing UX guidelines.

I worked with the team at FITCH, helping  create a new website and new user experience guidelines for Bordrin. 

Bordrin is an emerging electric car company based in China. 

The objective of the project was to re-position Bordrin as one of the top EV(Electric Vehicle) brands in the Chinese market.

Deliverables included:

Customer journey Map​​ | UX Guidelines | Content strategy | Design System

Worked in a project for AXA Insurance, designing a new App to be launched across a range of markets in Asia. Responsibilities included conducting user research, prototyping and producing UX guidelines.

Worked on the Volvo Cars global account, producing UX guidelines and conducting user research for a range of projects across EMEA and APAC regions.

Key deliverables:

•  Improved user journeys to provide a clearer understanding of the product range and comparison tools. This helped prospective customers during their research phase, especially those less knowledgeable about the automotive industry.

• Created UX guidelines for a new tool which allowed users to manage their car subscriptions and services.

After working agency side for a couple of years, I decided to set up my own business and work as a consultant. 

Since then, I’ve been fortunate enough to work with a range of agencies including AKQA, Digitas,  EY Seren, FITCH, Leo Burnett and Prophet. Helping shape their clients’ digital customer experience across a range of industries and markets.

Overseeing the UX direction in a range of projects within the Financial Services sector. Lead the UX direction for an insurance reward program App, winning 2 awards for Best App in the Finance Sector and Best User Experience.

Key projects:

• Vodafone Broadband

In 2015 Vodafone introduced their new Broadband service. It was the first time they had done this in the UK. I worked on the UX from day one to define the best way to sell and support broadband customers online. The key steps for this were:

Research - 
Understanding the patterns amongst the top players in the market.

Building working prototypes for the sales journeys - 
then using extensive user testing to refine it.

Defining the UX guidelines and creating the flow for the complete online customer journey for the Vodafone Broadband packages.

• Vodafone Trade In

Vodafone Trade In is a scheme where customers can trade in their old devices in exchange for cash. It had been identified that it was under-performing as customers were confused how the scheme worked and the trade in steps were not really intuitive.

I looked at the journey step by step, simplifying it where I could and working out where customers dropped out - coming up with ways to address this. 

After the redesign,  it resulted in a 13% growth in volumes compared to other channels, over the same period.


• My Vodafone App

The My Vodafone app is designed to help existing consumer customers manage their accounts from their phone or tablet – for both Pay monthly and Pay as you go. By logging into the app, the aim is for any customer on any type of plan to pay their bills, buy extras and manage all of their services in one area. 

I helped shape the new UX guidelines for the redesign of the app, as well as producing the creative guidelines.

• Also... worked in key product launches, such as Samsung Galaxy S5, HTC One (M8) and Sony Xperia™ Z2.

I've created a platform which helps amateur footballers find other players and organise matches in their local area. I came up with the idea and worked together with some very talented people to bring this project to life. My key responsibilities included market research, product specification, wireframing, functional spec, user experience and design guidelines. 

The app is currently been used by several groups of footballers in Reading.

I've also written a Medium article explaining how this project was put together :

https://medium.com/@fred_aragao/a-football-obsessive-s-guide-to-creating-an-app-440c1fba5edf

• Worked with both print and web projects, including brand positioning and digital campaigns.

• Clients included Network Rail, Imperial College and Vanguard.

• Established design guidelines for websites, applications and multimedia.

• Managed projects and coordinated design/dev collaboration.

• Liaised with stakeholders, ensured milestones were being met.

• Produced a resource library with assets and prototypes for company-wide usage. 

• Created user journeys, from initial sketch to high-fidelity prototypes.

• Experienced with Agile/Scrum process and software management software(Jira/FogBugz)

• Acted as brand guardian, ensured comms (website | software application | email marketing | advertising) strictly followed brand guidelines

•Produce external sales and marketing collateral (brochures | emails | adverts |invitations | presentations)

•Support corporate branding and ensuring consistency when developing new products

• Create print-based marketing collateral for the medical industry

 • Involved in projects all the way from concept generation to preparing artwork

 • Liaising with printers, ensuring end product matches specifications

•  Provide initial market research, by producing mood boards and compiling image library

• Assisting with product photo shoot

• Regular update of GCAP's online content. 

• Responsibilities involved ensuring the  production of banners, skyscrapers, MPUs and micro sites for a range of nation-wide networks.

• Produce moodboards and FMCG product market research 

• Assist Art Director with photo shoot

• Overall guidance on the day-to-day flow of an Ad agency - priceless!

I was offered a Springetts Internship worth £2,500 from the RSA (Royal Society of Arts) as recognition for getting 1st place in the RSA Design Direction.

Fred Aragao🇭🇰