I am David Pacheco. A product designer based in San Francisco.

Currently working at
Elephant, designing digital experiences with Apple .

Fiat Chrysler

Automobiles

FCA asked Huge to create a vision concept rethinking the car-buying process.

DATE
January – June 2017
DESIGN LEAD
User Interview
Design Concept
Visual Design
Prototyping
Motion
Film

Strategy

A linear journey.

Multiple journeys.

After interviewing more than 50 people we understood when it comes to buy a car, every user follows a different path made of countless micro-moments. Our vision was to make sure the experience of every individual is integrated throughout these moments.

STRATEGY

We identified the two most common user profiles: The Cost-benefit and The Specialist. We mapped a set of tools and features to address their pain-points.

Design

For each feature, we designed high-level concepts.

FEATURE

A space to explore the car features.

FEATURE

Depreciation comparison between different models and colors.

FEATURE

Deal finder, calculator and credit approval.

FEATURE

An in-store surface table, presenting the user’s test drive performance.

FEATURE

Quick training tools for salespeople.

LIVE PROTOTYPING

We created interactive prototypes and tested in-store, which were updated live as we observed user behavior.

THE NEW WAY TO BUY A CAR

Finally, we created a movie telling the story of two different users going through the buying process.

Cisco Webex

Elephant steered Cisco through the creation of a new website that unified the product portfolio.

SITEMAP

Cisco merged all teamwork products under the Webex brand. To accommodate that change, we designed a new sitemap.

UX

Key pages

Most of the access goes directly to the product page, so we simplified the homepage to three modules: family introduction, product navigation and why people use WebEx. We left all the features and benefits to the product page with an option to expand more details for each feature.

DESIGN SYSTEM

Once we had the website structure in place, we started putting together a design system.

The outcome is a simplified experience that articulates Cisco’s ability to create secure and seamless collaboration through both hardware and software offerings.

As part of the rebranding, we also did a photo shoot to add a human touch and bring the product features into daily contexts.

Movistar

Huge Brazil was tasked with unifying the structure and look and feel of 14 Movistar LatAm portals, addressing the unique needs for each country.

DATE
October – November 2016
DESIGN LEAD
Design Concept
User Experience
Visual Design
Prototyping

Strategy

Search Behavior

We mapped the demands of organic searches to identify patterns. Then we created a list of key search behavior in the top branded countries to help define our approach.

COLOMBIA
internet pre pago
100 – 1k
MONTHLY SEARCH
celulares pre pago
planes de celulares
recarga online
pagar factura
100 – 1k
100 – 1k
100 – 1k
10 — 100
ARGENTINA
xperia m2 precio
100 – 1k
MONTHLY Search
galaxy core 2 precio
comprar xperia m2
valor samsung core 2
recarga online
100 – 1k
10 – 100
10 – 100
10 – 100

USER EXPERIENCE

Navigation

We carried out a navigation tree test between the existing structure and the one we were proposing. The test proved that the new navigation was one minute more effective.

VISUAL DESIGN

We created a new visual language with two users in mind: non-clients looking for products and existing clients.

NON-CLIENT USERS

Discover the right product for you.

Client USERS

Mobile App.

clienT USERS

An in-store surface table concept, in which customers can visualize their details, top-up and self-support or upgrade their plans.

Apple

As part of Elephant, I’ve been collaborating on multiple projects. The nature of the work is confidential.