marco@motiongr.com

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1 Research
2 Design
3 Development
4 Marketing

Urban Security Platform

Urban security is a complex and multi-layered challenge, particularly in a city like Mexico City, which grapples with a unique combination of high crime rates, emergency response inefficiencies, and communication breakdowns between citizens and institutions.
To design an effective incident reporting platform, I conducted extensive UX research, incorporating field studies, stakeholder interviews, and behavioral analysis.

Research

  • Problem Scoping and immersion

Immersion
Citizens Efforts
  • Data Gathering and Analysis

    • Ethnographic study of emergency call center (C5) operations
    • Shadowing emergency response personnel
    • Gathering and listing technological gaps in the systems
    • Analyzing and discovering citizen-funded urban safety initiatives

  • Synthesis and Persona Development

    • The Call Taker (911 Operator)
    • The Dispatcher (Resource Allocator at C5)
    • The Supervisor (Human Resource Manager)
    • The Citizen Reporter (Bystander Witnessing an Incident)

  • UX Research framework set up

    • Negotiation with stakeholders to implement UX procedures when interacting with the client
    • Defined periodic field trips and user interview schedules
    • Set up agreements for usability test sessions

Some Key Findings

Duplicated Information

65% of the emergencies come from C5, some of which are duplicated by its own command center.

Inaccurate Incident Validation

30% of false alarms due to poor validation of an incident.

An Small Pool of Ambulances

There are approximately 25 public ambulances from the 3 main institutions for all emergencies in the city.

Design

  • Business Prioritization from UX research findings

    • UX Redesign: CAD (Computer-Aided Dispatcher) + Map User Interface
    • UX Redesign: VMS (Video Management System) User Interface
    • UX Research: CAD Mobile App
    • UX Research: Data-Driven Human Resource Management Optimization

  • Brand and Business Understanding

    • Understand the global business strategy and the brand's impact
    • Gradual implementation of usability and UI design practices in the development process
    • Unify and standardize design practices between UI design and product marketing

  • Design System

    • Integrate corporate and product branding
    • Define component hierarchy
    • Prioritize dark theme experience
    • Streamline the design-to-development process

  • Iterative Design: Users and Stakeholders

    • Monthly internal stakeholder workshops
    • A/B testing sessions every 40 days
    • Participation in elevator pitch fundraising events
    • Cross-country and departmental collaboration to align business goals and design language
    • Click the gallery to access the prototype

Click to access the Prototype
Click to access the Prototype
Click to access the Prototype
Click to access the Prototype
Click to access the Prototype
Click to access the Prototype
Click to access the Prototype
Click to access the Prototype

Development

  • Handover process from a designer to dev

    • 1st Iteration: Adobe Illustrator → HTML/CSS hard-coded → Production
    • 2nd Iteration: Sketch → InVision → Production code

  • UX/UI + Agile & Scrum

    • Sole UX/UI designer in the organization at the time
    • Aligned with a 3-week sprint process
    • Used JIRA as a task management tool

  • Implemented a flexible usability testing stategy

    • Classify the subjects of validation by complexity
    • Test more general subjects with regular employees internally
    • Test procedural or specialized subjects with individuals who share a similar background with the end-users
    • Test specific workflows with real end-users
    • This approach was taken due to the complexity of accessing real end-users because of the client's security protocols

  • Results

    • The work involved maintaining the current solution while conducting UX research to validate assumptions
    • Five projects were considered for development, with two greenlit thanks to continuous UX research efforts and proactivity
    • As an R&D team, we relied on the results of our explorations, with UX contributing at various levels
    • My UX research and UI prototyping initiatives enabled the team to secure funding for new innovation projects

Product Marketing

  • Key Communication Strategy

    • Evaluate opportunities and risks to secure funding and greenlight innovation projects
    • Define key stakeholders to gain buy-in
    • Create an elevator pitch aligned with the business interests of the business line
    • Partner with internal teams and like-minded teams in other countries to align interests and goals

  • Product Marketing Material

    • Create engaging presentations for our most impactful use cases from a business perspective
    • Produce elevator pitch videos
    • Develop product and explainer videos, such as the one on the right: CAD Mobile
    • Collect and evaluate feedback to refine our messaging

  • Elevator Pitch Presenations

    • We applied to several internal innovation contests
    • We progressed through different stages, earning funding at each one
    • We received feedback and adjusted for subsequent rounds while conducting UX research based on new assumptions
    • We secured funding from two innovation initiatives

Innovation Initiatives : Explaining Predictive Intervetion
3 rounds of funding, the team fully succeded!

  • Results

    • Our innovation proposals secured the budget for a complete renovation of the product strategy
    • Four MVP projects were funded across Mexico, France, and Canada
    • Twelve MVP projects were added to the production pipeline
    • The project was handed over to the French team to evaluate its development as the main Urban Safety Solution for the Paris Olympic Games