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Mauricio Perez

Hi I'm Mauricio Perez, creative and user experience specialist

Armed with practical design knowledge since 1994, I have worked overseas and achieved recognition for my work in both Sydney and London. During this time, my experience in this communication field as Creative and Art Director has provided me with a valuable approach to researching and delivering user engagement for every project. My focus into UCD (User-Centric-Design) since 2010 has focussed my design strategy and research skills to approach any project with a UX (User Experience) practice. This UX practice is a fine balance between users needs, business requirements within technical parameters. The strategy in the past for delivering award-winning design within a clients brief has been evolved into a UX practice that not only meets but exceeds the primary user needs for function to a more engaging experience that takes into account the users context. (How are they feeling, what they are doing and how much they can learn when interfacing with the product / service). In addition to these personal skills, I have listened to, managed and mentored small teams of designers and developers to help them develop their career potential. I am a firm believer in this empowering approach as I have seen this bringing out the true strengths in individuals within a team structure. This has proved paramount for promoting continual improvement and a culture of innovation, excellence and accountability in social structures. I admit to an unhealthy love of good coffee, dark chocolate, and organising friendly soccer / football matches regularly. Specialties: o UX Strategy & Consultancy o Concept Ideation o Responsive Design o Contextual Inquiry o Persona creation and development o Use case analysis o User flow diagrams o Information Architecture o Wireframe specification o Heuristic Evaluation o Workshop facilitation o Creative Direction o Usability testing o Prototyping o Brand Identity

Mauricio Perez's Background

Mauricio Perez's Experience

Senior Designer at Craik Jones Digital

2003 - 2004

Senior Creative and Interactive designer of websites, games and kiosks. Clients included Sony Computer Entertainment Europe, V&A Galleries, Orange UK, Paramount Comedy, Gordons Gin, British Heart Foundation

Senior Art Director at Singleton OgilvyInteractive

2005 - 2007

Team leader and mentor for group of Online Designers and Art Directors. Concept development, Design, presentation and execution of interactive concepts across integrated campaigns for clients: American Express, Telstra, IBM, Qantas, RTA, Myer, Hyundai among others.

Senior Designer at OgilvyInteractive London

1999 - 2003

Responsibilities included Art Direction and design for clients Orange UK, IBM, BBC, American Express,, Smith Kline Beecham, Kodak, Lancaster.

Experience Architect at Vodafone Hutchison Australia

February 2011

Responsible for contributing to the overall vision and customer experience structure for the online environment. Created and consistently delivered architecture in all digital environments that is useful, valuable, desirable and enlightening.

User Experience Designer at Yahoo!7

April 2010 - February 2011

Persona Creation and Usage • Concept Map Creation • Brainstorming & Presentation • Interaction Flows & Site Map Creation • User Interface Wireframe and Specification Creation • Click Through Simulations and Prototypes • Design Reviews and Thought Leadership • Accessibility and SEO Audits • Visual Design Creation and Specification

UX Designer, WCMS at Australian Broadcasting Corporation

June 2013

A fantastic opportunity in shaping a Web Content Management System (WCMS) for the future ABC online properties. By collaborating with the WCMS product team on researching and developing product requirements, we articulated what would be built, via concept maps wireframes, prototypes and UX/IA specifications. Within this exciting fixed period and working in an agile environment (Note the small "a" in agile) we liaised with the wider UX Group within all ABC properties and aligned design rationale to the team and senior management, identifying and balancing user needs and internal stakeholder needs. The end result would prove to be a responsive mobile framework of adaptive design patterns that would accommodate various user device types and content managers needs in a beautiful and meaningful way.

Founder at Coco Loco

1994 - Present

• UX Consultant • Creative ideation • Experience Architecture • Information architecture • User-Centred Design Strategy • User Interaction design • Art direction & design • Brand identity design

Senior UX Consultant at Droga5

November 2012 - March 2013

Reporting to John Bright, Head of Digital, Acheivements were: o Development of Droga5 User-Centric design strategies o Leading UX and Design team to produce and validate engaging solutions o Business generation for User-Centric design strategy and services o Scoping and delivering UX campaign strategies for Droga5 clientele. o Researching customer behaviours online and developing engagement strategies for existing and future campaign work. Projects included: Woolworths and Qantas online properties. UX Activities included: o User needs research o User surveying o Usability testing o Persona creation o Information architecture o Card-sorting validation o User centric design o User flow diagrams o Content engagement audits o Content strategy o Task Modeling

User Experience Architect (Contract) at Westfield

June 2012 - October 2012

Contract User Experience Architect for scoping and developing features across Westfield's digital platforms. Responsibilities include maintaining a consistent creative direction for the website and mobile experiences. Defining best practice guidelines for customer conversion in e-commerce across all devices and communicating these to business and technical stakeholders. Projects included: Shopping cart conversion optimisation, development of Digital Brand Guidelines and universal pattern library, Wishlist Favourites and Westfield Stylekit. o Customer research o Persona creation o Workshop facilitation o Customer use case prioritisation o Customer experience storyboards o Customer flow diagrams o Mental model; goals and needs matrix o Business requirements gathering o Competitive analysis o Heuristic analysis o Information Architecture o Wireframe UI Specifications o Visual design o Customer experience consultation

UX and Creative Consultant at Coco Loco

April 2009 - March 2010

Contracted for agencies: Digital Eskimo Inspire Foundation Evocatif o Concepting & client presentation. o Art direction & design. o Writing proposals, creative briefs and estimates. o Developing creative strategies. o Organising brainstorms and writing rationales. o Managing small teams of creatives.

Creative Director at community engine

September 2008 - March 2009

o Develop and deliver innovative proposals to capture both account growth and new business opportunities o Promoting continual creative improvement and a culture of innovation, excellence and accountability o Uphold quality standards of all creative deliverables

Contract Creative at Coco Loco

2007 - August 2008

Contract work at: M&C Saatchi BWM Profero Digital Eskimo HotHouse RMG Connect o Creative Direction o Concepting & client presentation. o Art direction & design. o Writing proposals, creative briefs and estimates. o Developing creative strategies. o Organising brainstorms and writing rationales. o Managing small teams of creatives.

Mauricio Perez's Education

Fairfax AWARD Copy School

2005 – 2005

Enmore Design Centre

1993 – 1994


Concentration: Graphic Design

Randwick TAFE

1991 – 1992

Concentration: Graphic Design

Mauricio Perez's Interests & Activities

Soccer and Social Justice

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