Strategic Design & Opportunity Framing
Strategic designDesign strategyProblem framingOpportunity framingProduct/service visionStrategic roadmapsInnovation strategyBusiness impact
01.
I observe and explore your context
I explore your context to understand what is happening and what truly matters.
Fran de la Fuente
Strategic & Service Designer
I help organizations frame complex challenges, uncover strategic opportunities and design end-to-end services, experiences and systems that create business and human value.
Selected professional cases
A selection of my work.
The portfolio is structured as a strategic curation of work across research, service architecture, CX, product strategy, capability building and complex systems.
01Customer Experience
MAPFRE Customer Experience
How to create a shared onboarding experience across more than 40 markets without losing local autonomy.
CX StrategyCustomer ExperienceJourneysResearch
View case02Relationship Strategy
Ibercaja Strategy
A new relationship model balancing perceived value, engagement and sustainability when the traditional banking model was no longer enough.
Strategic ResearchBusiness DesignValue PropositionCustomer Strategy
View case03Brand and Service Strategy
Iterias
Building a psychotherapy service from scratch that could feel approachable and expert, and be ready to grow.
Brand StrategyStrategic ResearchService DesignUX Strategy
View case04Product Strategy
Pensumo
Turning everyday spending into a gateway to long-term saving.
Product StrategyBehavioral DesignStrategic ResearchUX Strategy
View caseCapabilities
What I can help with
Service Design & CX Strategy
Service designCX strategyCustomer experienceEnd-to-end customer journeysService blueprintingService architectureTouchpointsJobs to be done
Research & Insight Synthesis
Strategic researchDesign researchUX researchCustomer researchQualitative researchDiscoverySynthesisCustomer insights
Facilitation & Stakeholder Alignment
FacilitationCo-creation workshopsStakeholder alignmentSenior stakeholdersShared understandingDecision alignmentCross-functional teams
Design Leadership & Design Maturity
Design leadershipDesign directionDesign standardsDesign maturityDesign capabilityMentoringCoachingPractice leadership
Product, Service & Innovation Strategy
Product strategyService strategyValidated conceptsPrototypingOperating modelsImplementation roadmapsBusiness outcomes
Sectors & challenges
Where I can bring strategic design value
Banking & fintech
Designing clearer, more connected and trustworthy financial services.
Learn moreInsurance & Protection
Designing protection that is understood before it is needed and responds when it truly matters.
Learn moreHealthcare & Wellbeing
Designing more connected, accessible and human care experiences.
Learn moreStartups & Digital Products
Turning uncertainty into focus, learning and products worth scaling.
Learn moreEducation & Learning
Designing experiences that turn knowledge into capabilities people can put into practice.
Learn moreNGOs & Social Impact
Designing participation, access and services that turn purpose into real impact.
Learn moreReal Estate & Workplace
Designing spaces, services and experiences that create value beyond the asset.
Learn moreApproach
From ambiguity to actionable direction
01
Understand the system
Research, context, stakeholders, tensions and constraints.
02
Reveal what matters
Patterns, opportunities, risks and unmet needs.
03
Align people and decisions
Workshops, narratives, principles and prioritization.
04
Design for implementation
Service concepts, roadmaps, prototypes and operating models.
About
Strategic design with a human reading of complexity.
Outside work, I’m usually exploring the world with my family, answering my son’s impossible questions about astronomy, robots or Pokémon, planning our next trip to Asia, or looking for the food, stories and places that help you understand how people live and act like they do.