Jose Luis Hernandez Azpeitia

Experience designer and innovation consultant with over 15 years of expertise, I drive design-led transformation by understanding human behavior to create impactful experiences. I also serve as an academic, mentor, and consultant in design methods for global brands. My focus is on critical collaboration and systematizing the integration of service and product experience innovation into the business lifecycle, creating tangible value for both customers and businesses.As the former Head of the service design practice in Mexico for INSITUM (acquired by Accenture in 2019). I helped to craft seamless experiences and drive innovation, leading strategic projects for major tech, retail, and service companies and collaborating with clients such as Meta, Google, Uber, Visa, Essity, Pepsico, and PPG Comex. More recently, at BBVA Mexico, as an Advanced Design Thinking Discipline Manager & Seamless Experience Program Manager, I've focused on innovation, insight discovery, and experience integration within the banking customer experience. Emphasizing the critical roles of service culture, AI, and client-centric communications in the customer experience process and its interaction with financial products and services.Personally relevant topics where I can provide help include: Crafting insight based innovation cultures and mentoring in innovation enablement through deep understanding of people. Sensemaking for innovation: strategic communication and storytelling, helping teams to understand the systemic nature of experience, frameworks and tools that enable meaningful interventions, branding and purpose for the business Design-led transformation & collaboration: using human-centric research and design methods to transform the experience & driving valuable outcomes based on user needs.Validation of design hypotheses and interventions through mixed methods approaches: obtain evidence of problem-solution and product-market fit to progressively reduce uncertaintyExperience strategy from design concept definition to product management throughout the entire customer lifecycle Design value evaluation and measurement, how metrics, goals and KPIs influence the outcomes of design processes. Outcome-based metrics design and experience evaluationPlease reach out for a coffee-led conversation on any of these!