Nerd Talk

When design is invisible

When thinking about design, people usually think of visual applications like graphic or product design, but design has evolved over time to be a driver of processes, principles, business elements, and intangible concepts. Mature design teams are impacting companies’ strategies by understanding users’ needs and translating them into new features in the backlog and beyond. Through this talk, Gabriela will share some examples of strategic design projects within the fintech sector where her output has been “invisible” yet more impactful than traditional visual design.

Gabriela Salinas

Head of Design Strategy, Bitso

Gabriela Salinas is a Mexican service designer, currently leading Design Strategy at Bitso, a cryptocurrency startup. Before that Gabriela co-founded and led Service Design Mexico, for over four years, an institution dedicated to service design training, and Frontstage Conference, the first service design conference in Latin America. She has over 10 years of experience leading teams and strategic projects across a range of industries, and has worked as Director of Design at GBM, and as a service designer at BBVA and Idea Couture. Gabriela has a master’s degree in Business Innovation and a specialty in future studies, and also teaches at CENTRO and IBERO.