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, not only technological but for the end user, I decided to put an end to the project with the idea of one day developing something better and with more resources.


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

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

  • Target audience

Uruguayan Freelancers

  • ● People seeking freelance candidates (employers)

  • Needs and 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

Customer Journey for the freelancer and the employer.s Strong pain points when is about self management and payments

Blueprint – old model

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 designer – focused service

  • New target audience

Uruguayan Freelancers of any field and age

  • 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)

HEART framework to visualize UX measurement

Exploratory phase:


Find out what they are looking for in a platform of this type

Find out which are the referring sites

Find out what pain they have when using these platforms

Disposable concept

When I already have a draft of the service, I present it to existing or potential users to know what they think and expect. 

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)

Based on the results of the new exploration, the necessary adjustments will be made in the value proposition and in the blueprint

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