Anglicizing a Spanish App

Bastos Informática S.A. was a Spanish veteran from the IT industry which had successfully commercialized a personal finance app for desktop for over 25 years. When the mobile web and the app market took over, they approached me to help them make their product successful in the broader environment of the anglo tech space, very different from it’s original launching ground. Bastos also decided to take this chance and re-evaluate the product, not just at the brand level, which I was tasked with, but also from a UX stand point, an initiative I was happy to undertake. This was a very different challenge in that the user empathy I had to seek out had not so much to do with the level of proficiency with the tech space of our end-users but more with the different cultural nuances associated with approaching one same subject from the context of multi-national mental models.

WHAT
Mobile App
(sole UX strategist & Visual Designer)

WHO
Bastos Informática S.A.

WHEN
2012

Testimonials from Happy Customers

Alfonso’s design sensibility, creative energy and social finesse lend him to be an industry leader/innovator.
Alfonso’s design expertise is well seasoned and mature. Truly a keystone creative.
James Schneider Jr. Was Creative Director at Target
Smart designer, great attention to detail, great member of our team.
Aaron Kirscht Senior Copywriter at Target
Alfonso is an amazingly talented and conscientious lead designer who has always brought a high degree of excellence and introspect towards his work. Alfonso's design leadership and attention to detail was a linchpin for the many successes we had with the Target corporate experience and its ability to elevate the brand overall.
Leo Padron Product Designer, Entrepeneur
Alfonso joined my team as a freelancer to help us in time crunch. His even, calm demeanor was perfect for the time crunched project and the creative work was top notch. He’s got a very fresh design sensibility, very international in flavor; and he’s a skilled animator. I’d gladly hire him again if I had the opportunity.
Lance Thornswood VP, Omnichannel & UX at US Bank
Alfonso excels at growing design teams - he is able to find talented people and has the knowledge and care to help build their skills.
Brandon Anderson Director of Proudct. eCommerce at Bluestem Brands
Alfonso has some of the most innovative and technically sound interactive creative work I have seen to date. He is passionate and sincere about design. His work is thoughtful, highly creative and he makes the most appropriate use of emerging technology. He is a loyal and humble employee.
Kathryn Duncan Managing Partner at CLICK Talent
I had the pleasure of placing Alfonso at Martin Williams. His energy, passion for interactive, sense of humor and dedication to his work is outstanding. I would highly recommend Alfonso for other interactive positions and would entertain the opportunity to work with him again.
Jessie Novey, PHR Sr. HR Business Partner at C. H. Robinson
Alfonso is one of the best designers I’ve ever met. He’s got a knack for creating something that looks great, and meets the business objectives.
Jason Grey CTO
Alfonso is creative, smart & extremely talented. On numerous occasions he brought ideas to the table that no one had considered. He thinks beyond just what looks right, or what works right. He’s excellent at seeing the big picture.
Tim Pekarna Lead Product Owner at Target.com