Spain

Content Design

Content Marketing

Natural Language Processing

Generative AI

AI Ethics

AI Design

Diplomatura

Licenciatura

María Fernanda Toro Goncalves

Senior AI Conversational Designer

Communication

Critical-thinking

Empathy

Conversational AI

Chatbot

Figma

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Giving effective feedback

Soy responsable de la conceptualización y diseño de soluciones conversacionales potenciadas con IA en BBVA Empresas España. 

Mis retos actuales requieren integrar un profundo conocimiento de los estándares de diseño conversacional dispuestos en la organización con experiencia técnica en IA Generativa y LLMs, para impulsar proyectos, alinear equipos y asegurar el cumplimiento de las metas en tiempo y forma.

Hubtype is a Spanish startup specializing in the creation and implementation of conversational applications for clients worldwide, across industries such as e-commerce, airlines, and insurance. I had the opportunity to participate in multiple projects with both new and existing clients, working closely from the initial stages through to the implementation and evolution of the projects, applying an analytical approach to enhance user experience, bot performance, and process automation that was originally handled through traditional channels.

Key responsibilities and achievements:

- Designed AI prompts for conversational experiences, taking into account paradigms, technical limitations, and client needs to create hybrid experiences that combine knowledge bases, smart intents, and guided flows (button-based flows).
- Designed user interfaces (UI) for conversational experiences using Figma.
Implemented an internal methodology for the end-to-end development of conversational projects: including conversational app persona, service blueprint, journey mapping, information architecture, specialized content writing, and data analysis from traditional channels. Additionally, involved in analyzing internal processes and ideating automation solutions.
- Contributed to the definition of key conversational metrics (KPIs) in collaboration with the product team.

Hubtype is a Spanish startup specializing in the creation and implementation of conversational applications for clients worldwide, across industries such as e-commerce, airlines, and insurance. I had the opportunity to participate in multiple projects with both new and existing clients, working closely from the initial stages through to the implementation and evolution of the projects, applying an analytical approach to enhance user experience, bot performance, and process automation that was originally handled through traditional channels.

ATOM Chat is a LATAM startup specializing in the development and implementation of chatbots, primarily in Latin America. The company focuses on WhatsApp-based conversational solutions and automation campaigns for a wide range of industries.

Key responsibilities and achievements:

- Designed conversational flows and co-created use cases for the campaign templates module.
- Developed flow documentation and established conversational design methodologies.
- Defined user flows and conversational flows, including QA and implementation.
- Contributed to the analytics solution by defining metrics, KPIs, and conducting user interviews.
- Focused on automation, process optimization, and self-service solutions for clients in the automotive, banking, and insurance sectors.
- Created proactive notification campaigns and communication journeys tailored to specific client segments, improving design usability and delivering user-centered solutions.

- Design and creation of content for BBVA Peru.
- Writing mailings, social media content, and digital communication materials.

RIMAC is an insurance company that has been operating in the Peruvian market for over 100 years. We developed an in-house chatbot initially focused on sales, which soon became one of the most important communication channels with our clients for offering digital products and services via WhatsApp 🤳.

Our chatbot offered the following digital services to clients:

- Find clinics 🏥
- Perform coronavirus triage 🤒
- Check the status of your claims ⛈️
- Pre-declare claims 🏚️ 🚙
- Download your policies ⬇️
- Talk to specialized agents 👩‍💻
- Enroll in health programs 🩺
- Rate your care in the workshop or clinic 🪛

Clients could complete registration for their insurance and access many more services tailored to their needs. Additionally, proactive communication journeys were crucial for renewing insurance, offering services, and providing updates on ongoing procedures.

NTT Data is a Japanese multinational leader in consulting, information technology services, and outsourcing. It is part of the NTT Corporation group, one of the largest telecommunications and technology conglomerates in the world. Headquartered in Tokyo, Japan, NTT Data offers information technology solutions and services across a wide range of sectors, such as finance, healthcare, manufacturing, telecommunications, energy, and public services, among others.

As the first computational linguist on the team in Peru, I had to lay the foundations and implement everis' methodology for designing conversational experiences, which would be applied to other countries. The most important project I worked on was with AVI, from Interbank, an internal chatbot that helped the call center team improve performance, reduce call volume, and guide users through internal processes. AVI significantly reduced callback rates and became one of the bank's most important projects at that time.

Key responsibilites and achievements:

- Conceptualization of characters and linguistic management of chatbots projects for various customers.
- Management of tools for the creation of conversational flows.
- Development and management of linguistic contents.
-UX Writing for digital product

-Freelance writing of content related to technology, digital marketing, marketing
-Content and SEO positioning.

Capybara SEO is a digital marketing agency based in Peru, specializing in search engine optimization (SEO) strategies and content marketing. The company focuses on helping its clients improve their online visibility, attract quality traffic to their websites, and generate leads through organic SEO techniques and other digital tactics.

I wrote original blog posts on the following topics:

1- Digital marketing, content marketing, web design, Social Media, etc. -Staff Creativa and Staff
  Digital-
2- Home and lifestyle, real estate, etc. -Ciudaris.com-
3- Tourism in Peru -Costa del Sol-
4- Reviews of web applications -ilmaistro.com-
Translation of notes for blog from English to Spanish and adaptation.

Digital content planning, media strategy, and creative content creation for various brands in the Dominican Republic. Writing scripts for videos, radio spots, and comprehensive management of digital marketing strategies.

Blog writing on various topics: architecture, marketing, advertising.

Writing creative copy for Latin American and U.S. brands. Writing posts, guides, ebooks, communications, email marketing, landing pages, courses, strategic presentations, and web texts. Proofreading and editing all types of texts.

Creative management of advertising campaigns, writing press releases, emails, BTL (Below The Line) marketing, digital marketing, social media management, writing and proofreading advertising materials: billboards, posts, banners, promotions, and all types of advertising content.

Conceptualization of social media campaigns, coordination of content and design teams, creation of copy and advertising materials for Instagram, Facebook, and Twitter, writing news articles and content for websites.

Writing internal and external communications, web content, email marketing, newsletters, news articles, proofreading communications and general texts.
Social media management: Twitter, Instagram, Facebook, Google+.

Teacher on the poetry workshops offered by La Casa de las Letras Andrés Bello.

Educatablet was a startup dedicated to offering digital book services and products to schools across the country. We were responsible for researching catalogs of both literature and textbook titles, converting them to EPUB and/or PDF formats, and editing and proofreading the digital versions. We worked with both Venezuelan and international publishers to expand the catalogs.

- Writing literary reviews, proofreading texts, converting PDF and EPUB content, and working with digital books.

Introduction to poetry classes for 1st, 2nd, and 3rd-year high school students. Practical workshop on the application of poetic and artistic techniques in physical poetry books.

Proofreading and writing editorial texts, editorial coordination, text editing.

Writing press releases, proofreading, social media management, book reports, writing reviews, reception management, commercial assistant, bookstore visits.

María Fernanda Toro Goncalves🇪🇸