Lucia Bustamante

A Service Design case study 




Service Designer practitioner


2017 – 2020



In 2017, I started a project for Uruguayan freelancers which consisted of a web platform to create and promote profiles and portfolios.

(I decided not to reveal the name of the project, using a fictitious name here).

I detected the need for a platform of this kind in my community and I set out to create it on my own, with the resources I had at the time. The project started well, but given the shortcomings it had, most of all technological, I decided to put the project on hold, with the idea of one day developing something better with more resources.


Last year I did a Service Design course and I took this project as a case study.

Below I present the process and the improved result of a potential next version of the product.

  • Target audience

Uruguayan Freelancers

  • ● People seeking freelance candidates (employers)

  • Opportunities detected

There is no network that connects Uruguayan freelance designers with

each other

There are no specific job boards for freelancers in Uruguay

This version was Free for the freelancer, and premium for the employer.

Initial SWOT analysis

Customer Journey, fails at the Sign up and Profile management

Customer Journey for the freelancer and the employer’s biggest pain points when is about self-management and payments

Blueprint – first product version

Blueprint of the first version of the service

Pain points:

Lack of self-sign up

Lack of self-maintenance of profiles

Lack of transparency because customers are not able to manage their profile by themselves on the platform

Too much designer – focused service


  • New target audience

Uruguayan Freelancers of any field and age (not only designers)

  • Employers seeking freelance candidates

New Value Proposition

Value proposition canvas with new pain relievers

😀 Pain relievers:

Free version available

Affordable and powerful PRO version

Ease of use

Self account and portfolio management

More payment options

A platform for designers and non-designers

Blueprint (improved new model)

More activity on the support side as a backup for the user facing features

HEART framework to visualize UX measurement

Exploratory phase:


Find out what users expect from a platform of this kind

Find out which are the referring platforms

Find out pain points when using these platforms

Concept testing

Iterate concepts using the data collected from research.

Identify the most powerful opinions and translate them into INSIGHTS (no more than 6), these will be the fuel of the ideation process.

Empathy Map

What does the person say?

What does the person think?

What does the person feel?

What does the person do?

Low fidelity mockup for user testing -Disposable concept – and hight fidelity design (homepage)

This case study is not closed so future improvements can be added. Thanks for watching!