Need to innovate, scale or optimize your product?
I’m Natalia Guerrero, Sr. Product Manager and Corporate Innovation Expert with a decade of experience, launching successfully outstanding digital experiences for mobile B2C app solutions, e-commerce platforms, and B2B2C omnichannel business models for industry-leading companies in Retail, Healthcare, Consumer Goods, Insurance or Banking.
Companies I’ve helped
Work
Fashion RETAIL
Ecommerce Shoes & Bags
IA Employee Store Experience
HEALTCHCARE
TENA SmartCare Change Indicator
BANKING
Enterprise online banking
HOSPITALITY
Customer activation strategy
INSURANCE
B2C app experience
TELCO
Store Phygital Experience
AIRLINES
Hello Tomorrow VR experience
HEALTHCARE
Mindfulness practice cpmmunity
Inditex ZARA
Ecommerce Shoes&Bags
How de we decrease returns for ZARA Woman Shoes category?
Outcome Reduce returns in online purchases with innovative solutions by 1% Y0Y.
Accomplishments Designed 2 prototype solutions for ZARA ecommerce Woman Shoes by investigating 5 major pain points along the purchase funnel that triggers 80% of returns.
Solution journey Discovery+ prioritization + ideation+ prototype design + test+ roadmap
My Rol Led a team of 10 people for 3 months, guiding them through design sprints. Conducted Product Manager and and user research tasks. Led the commercial client account.
Key insight to solve the problem:
"The shoe is more than just a foot when selecting a size or model."
Online feet Sizer
Optimized the feature “size selection” for ZARA app for the Shoes category creating a data framework that gathered insights from customer feedback, factory data, and user reviews.
Included more detailed descriptions of the shoe's features (functional and technical) that relates to size selections in the Product Page.
Store “Phygital Sizer” Totem
Ideated a new connected store solution to define customer’s morphology (feet, ankle and leg dimensions) with 3D cameras and use this information for every online purchase.
Inditex ZARA
IA Employee Experience
How do we design a new store employee experience?
Outcome Increase estimated efficiency by 2% (in terms of professional turnover and learning curve) YoY
Accomplishments Defined the new store IA Employee journey concept based on Chat GPT & Microsoft Teams by designing 2 real use cases for Inditex stores.
Solution journey User research+ inception workshop+ prototype design+ MVP roadmap
My Rol Co-Led the product team of 4 people and coordination with Microsoft. Conducted Product Manager and and user research tasks.
Key insight to solve the problem:
“Flexibility is key in all our designs and the new platform. The store functions as a dynamic environment, with various types of employees accessing different internal apps.”
Supervisor Experience Journey
Staff Experience Journey
(Non-binding proposal)
The new Gen AI Employee Experience
Ideated a smart platform that provides store employees (staff and supervisors) with a single, integrated point of access to all systems and assistance for daily operations.
Created 2 user cases for shifts and training tailored to two user personas (Manager & Staff) and designed a low fidelity prototypes.
Essity
TENA SmartCare
How do ensure a successful launch and an effective product adoption?
Outcome Increased 10% product value perception, reducing 25% technical bugs, and decreasing 50% customer service costs.
Accomplishments Defined the business model, product strategy and Go To Market strategy for the Iberian Market (Spain & Portugal). Launched 3 pre-commercial releases by onboarding 55 users. Supported operationally the global product shipment.
Solution journey Market/user research+ discovery workshops+ design+ development+test+ release
My Rol Led a product team of 6 people+ partners. Conducted Product Manager, marketing and user research tasks. Led the commercial account. Sold cross-selling projects +$300k.
Key insight to solve the problem:
"Doctor and pharmacist prescriptions are crucial to boost product acceptance and mitigate resistance to digital solutions."
IoT digital solution for caregivers
Evaluated the core feature (app notifies when it's needed to change the diaper) to identify major bugs and pain points in customer experience.
Designed new app screens to improve customer experience in each release.
Defined the best purchase model B2B2C by testing with key stakeholders and analyzing the business case.
Designed the ideal end-to-end service blueprint, ideated new features and defined the strategic product roadmap.
Managed the lifecycle product. Launched 3 pre-commercial releases, onboarding 55 families.
Conducted experimentation process (surveys, user A/B testing, interviews).
Developed the Go-To-Market strategy for Spain and Portugal, determining the omnichannel strategy, monetization strategy and segmentation.
Launched the first MVP release in Portugal acquiring the first 200 customers in 6 months.
Redesigned onboarding and troubleshooting manual
3 App designs based on customer feedback
Service Blueprint end-to-end experience on Figma
Evaluation of customers and incentives for Go To Market strategy
Bankia Bank
Enterprise online banking
How we create the best online banking experience for companies?
Outcome Increase an estimated 5% customer base YoY.
Accomplishments Defined the new online enterprise strategy, conducted user research with 20 enterprises to define behavioral segments and designed the new experience.
Solution journey Design research+ ideation workshops+ design+development support
My Rol Co-led a product team of 6 people. Conducted Product Manager and user research tasks.
Key insight to solve the problem:
"Online banking is a tool for the controller or the CFO. Therefore, it must be useful for day-to-day tasks and customizable for the specific business they are dedicated to.”
Redesign of laptop and mobile experience
Defined the persona segmentation matrix (type of company vs. type of employees within finance department).
Created user journeys to detect main pain points.
Ideated the new product strategy.
Designed the new version to test internally.
User Journey Wire process (screen, action, thoughts, needs)
Wireframes for key product pages (dashboard and transactions).
Iberostar.com
Customer activation strategy
How can we increase B2C customers conversion rate?
Outcome Achieve an estimated 2% increase conversion rate YoY for B2C customers.
Accomplishments Redefined the direct customer activation strategy for the Iberostar ecommerce platform, by leveraging the 4 main attributes that encourage clients to book directly on the website rather than through intermediaries.
Solution journey Design research+ strategic prioritization workshops + design.
My Rol Co-led a product team of 6 people. Conducted service design and user research tasks.
Key insight to solve the problem:
"We must focus the strategy on the repeat customer and highlight the purchasing drivers on iberostar.com in value-added functionalities beyond the room price”.
4 main attributes leveraging engagement
Usability Benchmark
Ideation of features prioritized by attributes
Strategic product roadmap
Increase Customer Rate evaluating the customer value proposition
Analyzed customer’s online journey and global Loyalty Program Horizons to find synergies and define the optimal CTAs for the new Homepage and developed the strategic roadmap.
Researched the 10 major Moments of Truth along the customer’s journey (pre, during, post hotel stay) to discover attributes of value for repeat customers.
Evaluated the global loyalty program (Horizons) as a source to ideate the new value proposition.
Defined the strategic product roadmap and designed a prototype of the new Homepage to implement the strategy.
Reale Insurance
B2C app experience
How can we increase the customer base by offering an outstanding digital service?
Outcome Increase the estimated customer renewal rate by 10% and boost app downloads up to 800k users.
Accomplishments Defined the new B2C app experience adding key features and value-added services. Created the strategic raodmap.
Solution journey Design research+ ideation workshops+ design+ development support
My Rol Led the Experience team (PM +UX/UI designer, Technical PM), coordinating between Reale and Minsait’s insurance business team. Conducted PM and service design tasks.
Key insight to solve the problem:
"Humanizing the service is crucial at the moment of the accident, especially in Auto insurance, where there should be human assistance via chat or video call”.
End-to-end experience analysis and Best Practices research
Laptop responsive prototype
Digital assisted service
Evaluated customer persona and journeys to detect main pain points.
Ideated the new features as live tracking for tow cars, the home insurance claim statement, and a value-added notifications framework.
Ideated new value-added services integrating third-party data by partnering with ecosystem providers (alarm, mobility, handyman services, etc.).
Defined the product roadmap and business model.
Telenor
Store Phygital experience
How can we enhance the value proposition of the Telenor store through a phygital strategy redesign?
Outcome Estimated 2% increase in store visits year over year (YoY) and a 5% growth in mobile sales YoY.
Accomplishments Defined a new strategic concept of the flagship store by modeling the experience around customer needs, Telenor product and services and business goals.
Solution journey Design research+ ideation workshops+ Render design+ roadmap definition
My Rol Co-led a Phygital team of 5 people ( Business analyst, service designer, architectures, Ux designer) Conducted Product Manager tasks.
Key insight to solve the problem:
“Segmenting stores is key to conceptualizing an appropriate service portfolio for customers.”
Example prototype store experience
Example user persona and journey
Store experience
Developed the "Now-New" experience framework to conceptualize a new store experience aligned with customer behaviors and updated brand attributes.
Established commercial goals and metrics for each new phygital feature to track performance and effectiveness.
Defined a preliminar roadmap.
Emirates
Hello Tomorrow VR experience
How can we create an outstanding immersive experience for Emirates Airline?
Outcome Receive 300 visitors a day to use the VR experience and increase brand awareness.
Accomplishments Launched the Emirates Hello Tomorrow Virtual Reality Experiences Virtual Reality, 2 short films for the Samsung Gear VR, providing an immersive experience showcased within the Emirates Airlines stand at 2 of the world's largest travel trade fairs.
Solution journey Creative definition+ Design+ VR development + Launch
My Rol As project manager I coordinated a team of 9 people from ideation to release.
Key insight to solve the problem:
"The VR experience we designed must be creative and showcase the luxury of the brand. However, it also needs to be seamless, considering that VR was still relatively new for consumers in 2016"
VR solution for brand awareness
- Coordinated production of two short films, "The Emirates Arsenal Stadium" and "The First Class Lounge," across Madrid and Dubai locations.
- Managed deadlines and processes using online collaborative platforms like Asana.
- Acted as a central point of contact between creative teams, production, designers, and developers, ensuring smooth communication and collaboration.
A Mindfulness practice community
I am the founder of a spanish health and education community that helps through Mindfulness to take care of mental and digital health.
Our mission is to provide individuals with tools to enhance well-being, reduce stress, and develop emotional management skills.
- 3 styles of classes: Mindfulness Meditation, Breathwork and Mindful Yoga.
- 5 certified and experienced instructors
- +350 live sessions
- +50 subscribers
- +200 newsletter subscribers
About me
As a Product Manager and Innovation Lead with over a decade of experience, I have driven digital product initiatives for industry-leading companies in Retail, Healthcare, Consumer Goods, Insurance or Banking, successfully launching outstanding digital experiences for mobile B2C app solutions, e-commerce platforms, and B2B2C and omnichannel business models.
One of my strongest assets is my unique blend of experience across these industries. I have had the opportunity to tackle challenges from different perspectives and technologies, which is precisely where the innovation sweet spot appears.
As my career path has not been linear, I have worked for a variety of companies with different objectives, assuming different roles, which has equipped me with the skills to excel in leading cross-functional teams, having empathy to understand others' needs and work towards the same goal.
Moreover, my passion for innovation has been a driving force, propelling me to work hard, continuously learn throughout my journey, and become an expert in product development, creative problem-solving, corporate innovation, and product execution.
I combined my passion for creating digital experiences with my passion for mindfulness, becoming a Mindful Tech evangelist to spread the need for more conscious lives and a better relationship with technology.
I speak English (fluent) and Spanish (native). I lived in 4 different countries Spain, Germany, Austria and EEUU.
Natalia’s manifesto
Lead with inspiration
I'm charismatic, foster purpose, and never abandon the ship.
Balance macro & micro
I leverage analytical skills while maintaining a holistic perspective.
Be a problem-solver
I navigate challenges with proactivity and fearlessness.
Commit yourself
I excel in setting clear objectives, adhering to timelines, and collaborating across teams.
Skills
Cultivate trust
I uphold loyalty, transparency, and genuine care with the team.
Embrace the blank page
I’m always seeking innovative and creative solutions as an opportunity for growth.
Product Management
Expert in defining product strategy, conducting market research, creating roadmaps and testing/experimentation.
Strategic Marketing
Experienced in defining strategic marketing and GTM initiatives for driving engagement, growth and validating value proposition.
Service Design and User Research
Expert in qualitative research methods, end-to-end analysis and design thinking.
Innovation & Strategic Foresight
Experience in corporate innovation and innovation processes for large companies.
Design
Experience creating low-fidelity wireframes for first initial drafts and experimentation.
Partnering with Developers
Experienced in collaborating effectively with developers, skilled in communication and task management.
Thanks for the visit ;)
Wanna say hey?
Pop me an email at guerrero.neira.natalia@gmail.com
I’d love to hear from you!
📍 Currently based: San Francisco, California and The Internet
📞 +1 628 502 9100
👩🏻 My LinkedIn