{"roots":["24:1306"],"nodeById":{"94:1627":{"type":"TEXT","id":"94:1627","name":"TikTok","absoluteBoundingBox":{"x":15701.0,"y":4862.3330078125,"width":38.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15701.0,"y":4864.033203125,"width":38.0439453125,"height":10.0498046875},"relativeTransform":[[1.0,0.0,157.0],[0.0,1.0,0.0]],"size":{"x":38.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"TikTok","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.tiktok.com/@garnica.rock","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1626":{"type":"TEXT","id":"94:1626","name":"D4","absoluteBoundingBox":{"x":15669.0,"y":4862.3330078125,"width":16.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15669.0,"y":4864.533203125,"width":15.6298828125,"height":9.5498046875},"relativeTransform":[[1.0,0.0,125.0],[0.0,1.0,0.0]],"size":{"x":16.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"D4","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://d4ux.lat/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1624":{"type":"TEXT","id":"94:1624","name":"Linkedin","absoluteBoundingBox":{"x":15544.0,"y":4862.3330078125,"width":48.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15544.0,"y":4864.033203125,"width":47.0712890625,"height":9.7998046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":48.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Linkedin","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.linkedin.com/in/garnica-rock/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1629":{"type":"TEXT","id":"94:1629","name":"ADPList","absoluteBoundingBox":{"x":15818.0,"y":4862.3330078125,"width":43.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15817.8701171875,"y":4864.033203125,"width":42.896484375,"height":9.7998046875},"relativeTransform":[[1.0,0.0,274.0],[0.0,1.0,0.0]],"size":{"x":43.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"ADPList","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://adplist.org/mentors/rodrigo-garnica","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1622":{"type":"TEXT","id":"94:1622","name":"© 2025 Julián Garnica | Design & Experience Strategy Leader","absoluteBoundingBox":{"x":15547.5,"y":4826.3330078125,"width":310.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15547.9501953125,"y":4828.033203125,"width":308.9453125,"height":10.89990234375},"relativeTransform":[[1.0,0.0,32.5],[0.0,1.0,32.0]],"size":{"x":310.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"© 2025 Julián Garnica | Design & Experience Strategy Leader","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1481":{"type":"TEXT","id":"24:1481","name":"This initiative confirmed that: Leadership is about alignment, not control. Respecting core jobs drives loyalty and opens doors to upselling. Design can reframe culture: from exposure to relevance.","absoluteBoundingBox":{"x":15539.0,"y":4553.3330078125,"width":327.0,"height":161.0},"isolatedAbsoluteRenderBounds":{"x":15539.3359375,"y":4557.05322265625,"width":305.849609375,"height":155.27978515625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":161.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"This initiative confirmed that:\nLeadership is about alignment, not control.\nRespecting core jobs drives loyalty and opens doors to upselling.\nDesign can reframe culture: from exposure to relevance.","lineIndentations":[0,1,1,1],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1480":{"type":"TEXT","id":"24:1480","name":"Learnings","absoluteBoundingBox":{"x":15539.0,"y":4513.3330078125,"width":327.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":15539.7001953125,"y":4515.73291015625,"width":101.4384765625,"height":21.80029296875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Learnings","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1476":{"type":"FRAME","id":"24:1476","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":4050.33325195312,"width":327.0,"height":431.0},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":4050.33325195312,"width":327.0,"height":431.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":431.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1477","24:1478"]},"24:1478":{"type":"TEXT","id":"24:1478","name":"The redesigned Home changed both usage patterns and perception: +25% increase in active sessions +40% increase in hours of TV content viewed –1.2% churn reduction Marketplace sales remained stable, proving that less intrusive placement could still drive business For users, the app was no longer “just a sales channel.” It became a place to manage their service and enjoy entertainment. For the business, we restored the app’s role as a digital companion instead of a distraction.","absoluteBoundingBox":{"x":15539.0,"y":4090.33325195312,"width":327.0,"height":391.0},"isolatedAbsoluteRenderBounds":{"x":15539.3359375,"y":4094.05322265625,"width":322.8466796875,"height":381.43994140625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":391.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The redesigned Home changed both usage patterns and perception:\n+25% increase in active sessions\n+40% increase in hours of TV content viewed\n–1.2% churn reduction\nMarketplace sales remained stable, proving that less intrusive placement could still drive business\n\nFor users, the app was no longer “just a sales channel.” It became a place to manage their service and enjoy entertainment.\nFor the business, we restored the app’s role as a digital companion instead of a distraction.","lineIndentations":[0,1,1,1,1,0,0,0],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED","UNORDERED","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1477":{"type":"TEXT","id":"24:1477","name":"Impact","absoluteBoundingBox":{"x":15539.0,"y":4050.33325195312,"width":327.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":15539.7197265625,"y":4053.93334960938,"width":72.2216796875,"height":20.39990234375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Impact","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1471":{"type":"FRAME","id":"24:1471","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":3306.33325195312,"width":327.0,"height":664.0},"isolatedAbsoluteRenderBounds":{"x":15538.765625,"y":3306.33325195312,"width":327.234375,"height":664.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":664.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1472","24:1473"]},"24:1473":{"type":"TEXT","id":"24:1473","name":"Delivering the new Home meant balancing: Design clarity → simplified navigation, live content upfront, direct access to billing and support. Technical feasibility → restructuring the feed logic to support new priorities. Stakeholder alignment → resolving tension between entertainment and Marketplace teams. This alignment was the true design work—pixels came after. Validation steps included: User testing with interviews and usability sessions. A/B testing on Home variations. Pilot launch in select segments to measure engagement.","absoluteBoundingBox":{"x":15539.0,"y":3346.33325195312,"width":327.0,"height":624.0},"isolatedAbsoluteRenderBounds":{"x":15538.765625,"y":3350.39331054688,"width":325.9501953125,"height":617.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":624.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Delivering the new Home meant balancing:\nDesign clarity → simplified navigation, live content upfront, direct access to billing and support.\nTechnical feasibility → restructuring the feed logic to support new priorities.\nStakeholder alignment → resolving tension between entertainment and Marketplace teams. This alignment was the true design work—pixels came after.\n\nValidation steps included:\nUser testing with interviews and usability sessions.\nA/B testing on Home variations.\nPilot launch in select segments to measure engagement.","lineIndentations":[0,2,2,2,0,0,2,2,2],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED","NONE","NONE","UNORDERED","UNORDERED","UNORDERED"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","fallbackFonts":[{"fontFamily":"Noto Sans","fontStyle":"Regular"}],"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","fallbackFonts":[{"fontFamily":"Noto Sans","fontStyle":"Regular"}],"textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1457":{"type":"FRAME","id":"24:1457","name":"Wrapper","absoluteBoundingBox":{"x":15539.0,"y":2239.0,"width":327.0,"height":1007.33331298828},"isolatedAbsoluteRenderBounds":{"x":15538.8017578125,"y":2239.0,"width":327.1982421875,"height":1007.33331298828},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,478.0]],"size":{"x":327.0,"y":1007.33331298828},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisSizingMode":"FIXED","children":["24:1458"]},"24:1458":{"type":"FRAME","id":"24:1458","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":2239.0,"width":327.0,"height":1007.33331298828},"isolatedAbsoluteRenderBounds":{"x":15538.8017578125,"y":2239.0,"width":327.1982421875,"height":1007.33331298828},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":1007.33331298828},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["24:1459","24:1460","24:1462"]},"24:1460":{"type":"FRAME","id":"24:1460","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":2287.0,"width":327.0,"height":207.333312988281},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":2287.0,"width":327.0,"height":207.333312988281},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,48.0]],"size":{"x":327.0,"y":207.333312988281},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1461"]},"24:1452":{"type":"FRAME","id":"24:1452","name":"Wrapper","absoluteBoundingBox":{"x":15539.0,"y":1801.0,"width":327.0,"height":378.0},"isolatedAbsoluteRenderBounds":{"x":15536.5341796875,"y":1801.0,"width":329.4658203125,"height":378.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":378.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisSizingMode":"FIXED","children":["24:1454"]},"24:1454":{"type":"FRAME","id":"24:1454","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":1801.0,"width":327.0,"height":378.0},"isolatedAbsoluteRenderBounds":{"x":15536.5341796875,"y":1801.0,"width":329.4658203125,"height":378.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":378.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1455","24:1456"]},"24:1456":{"type":"TEXT","id":"24:1456","name":"The Home had become a sales shelf. Marketplace products took priority over telco essentials. Customer perception shifted: the app was seen as invasive, not supportive. From research, we reframed the real problem: “The app is not helping users accomplish their core jobs-to-be-done. Without that, every upsell feels like noise.”","absoluteBoundingBox":{"x":15539.0,"y":1841.0,"width":327.0,"height":338.0},"isolatedAbsoluteRenderBounds":{"x":15536.5341796875,"y":1845.06005859375,"width":325.4560546875,"height":331.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":338.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The Home had become a sales shelf.\nMarketplace products took priority over telco essentials.\nCustomer perception shifted: the app was seen as invasive, not supportive.\n\nFrom research, we reframed the real problem: “The app is not helping users accomplish their core jobs-to-be-done. Without that, every upsell feels like noise.”","lineIndentations":[0,1,1,0,0],"lineTypes":["NONE","UNORDERED","UNORDERED","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1455":{"type":"TEXT","id":"24:1455","name":"Problem","absoluteBoundingBox":{"x":15539.0,"y":1801.0,"width":327.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":15539.7001953125,"y":1803.40002441406,"width":88.4072265625,"height":16.8199462890625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Problem","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1446":{"type":"FRAME","id":"24:1446","name":"Image","absoluteBoundingBox":{"x":15515.0,"y":483.0,"width":375.0,"height":1278.0},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":483.0,"width":375.0,"height":1278.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,279.0]],"size":{"x":375.0,"y":1278.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingRight":24.0,"paddingBottom":40.0,"paddingLeft":24.0,"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1447","24:1448"]},"24:1448":{"type":"FRAME","id":"24:1448","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":849.0,"width":327.0,"height":872.0},"isolatedAbsoluteRenderBounds":{"x":15538.8916015625,"y":849.0,"width":327.1083984375,"height":872.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,366.0]],"size":{"x":327.0,"y":872.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1449","24:1450"]},"24:1447":{"type":"RECTANGLE","id":"24:1447","name":"Image","absoluteBoundingBox":{"x":15547.0,"y":483.0,"width":311.0,"height":342.0},"targetAspectRatio":{"x":311.0,"y":342.0},"isolatedAbsoluteRenderBounds":{"x":15547.0,"y":483.0,"width":311.0,"height":342.0},"relativeTransform":[[1.0,0.0,32.0],[0.0,1.0,0.0]],"size":{"x":311.0,"y":342.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"6f26614396cd2c303812d8e02f6dc996b4ef7f7e","originalImageWidth":4096,"originalImageHeight":1936,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","maxWidth":311.0,"maxHeight":342.0,"strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"rectangleCornerRadii":[16.0,16.0,16.0,16.0],"cornerRadius":16.0},"24:1462":{"type":"TEXT","id":"24:1462","name":"We explored four alternatives: Make the app 100% entertainment-first. Push Marketplace further down the scroll. Create two separate apps (Marketplace vs. Telco). Hybrid model balancing entertainment + sales. Evidence showed the hybrid model would maximize relevance: 70% Telco/Entertainment, 30% Marketplace with smarter placements. This wasn’t just a design challenge—it was a leadership challenge. Marketplace stakeholders resisted reduced visibility, fearing loss of sales. I led negotiations by reframing the problem: instead of raw exposure, we would deliver higher conversion through relevance. By offering them tools to feed products more intelligently, we built alignment and avoided silos.","absoluteBoundingBox":{"x":15539.0,"y":2518.33325195312,"width":327.0,"height":728.0},"isolatedAbsoluteRenderBounds":{"x":15538.8017578125,"y":2522.39331054688,"width":323.5380859375,"height":717.119873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,279.333312988281]],"size":{"x":327.0,"y":728.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"We explored four alternatives:\nMake the app 100% entertainment-first.\nPush Marketplace further down the scroll.\nCreate two separate apps (Marketplace vs. Telco).\nHybrid model balancing entertainment + sales.\n\nEvidence showed the hybrid model would maximize relevance: 70% Telco/Entertainment, 30% Marketplace with smarter placements.\n\nThis wasn’t just a design challenge—it was a leadership challenge. Marketplace stakeholders resisted reduced visibility, fearing loss of sales. I led negotiations by reframing the problem: instead of raw exposure, we would deliver higher conversion through relevance. By offering them tools to feed products more intelligently, we built alignment and avoided silos.","lineIndentations":[0,1,1,1,1,0,0,0,0],"lineTypes":["NONE","ORDERED","ORDERED","ORDERED","ORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[null,1,2,3,4],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1441":{"type":"FRAME","id":"24:1441","name":"Header","absoluteBoundingBox":{"x":15515.0,"y":204.0,"width":375.0,"height":279.0},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":204.0,"width":375.0,"height":279.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":375.0,"y":279.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"HEADER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":48.0,"paddingRight":24.0,"paddingBottom":32.0,"paddingLeft":24.0,"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1442","24:1443"]},"24:1443":{"type":"FRAME","id":"24:1443","name":"Header","absoluteBoundingBox":{"x":15539.0,"y":301.0,"width":327.0,"height":150.0},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":301.0,"width":327.0,"height":150.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,97.0]],"size":{"x":327.0,"y":150.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisAlignItems":"CENTER","children":["24:1444","24:1445"]},"24:1445":{"type":"TEXT","id":"24:1445","name":"Design & Experience Strategy Lead (2025)","absoluteBoundingBox":{"x":15573.0,"y":431.0,"width":259.0,"height":20.0},"isolatedAbsoluteRenderBounds":{"x":15573.4560546875,"y":435.027984619141,"width":257.4951171875,"height":13.0920104980469},"relativeTransform":[[1.0,0.0,34.0],[0.0,1.0,130.0]],"size":{"x":259.0,"y":20.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Design & Experience Strategy Lead (2025)","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":20.4000015258789,"lineHeightPercent":137.096771240234,"lineHeightPercentFontSize":170.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1444":{"type":"TEXT","id":"24:1444","name":"Mobile App Home","absoluteBoundingBox":{"x":15539.0,"y":301.0,"width":327.0,"height":106.0},"isolatedAbsoluteRenderBounds":{"x":15561.4873046875,"y":304.160003662109,"width":282.8291015625,"height":93.3200073242188},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":106.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"H1","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Mobile App Home","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":48.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-1.2,"letterSpacingValue":-2.5,"letterSpacingUnit":"PERCENT","lineHeightPx":52.8000030517578,"lineHeightPercent":88.7096786499023,"lineHeightPercentFontSize":110.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1442":{"type":"TEXT","id":"24:1442","name":"Restoring Balance Between Service & Sales","absoluteBoundingBox":{"x":15572.0,"y":252.0,"width":261.0,"height":17.0},"isolatedAbsoluteRenderBounds":{"x":15572.591796875,"y":255.039993286133,"width":259.791015625,"height":13.0800018310547},"relativeTransform":[[1.0,0.0,57.0],[0.0,1.0,48.0]],"size":{"x":261.0,"y":17.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Restoring Balance Between Service & Sales","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":12.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.06,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":17.4000015258789,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1436":{"type":"FRAME","id":"24:1436","name":"Nav","absoluteBoundingBox":{"x":15672.0,"y":140.5,"width":194.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15672.0,"y":140.5,"width":194.0,"height":23.0},"relativeTransform":[[1.0,0.0,157.0],[0.0,1.0,40.5]],"size":{"x":194.0,"y":23.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"NAV","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"MAX","children":["24:1437","24:1438","24:1439"]},"24:1439":{"type":"TEXT","id":"24:1439","name":"Resume","absoluteBoundingBox":{"x":15800.0,"y":140.5,"width":66.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15800.400390625,"y":145.179992675781,"width":65.595703125,"height":14.7200012207031},"relativeTransform":[[1.0,0.0,128.0],[0.0,1.0,0.0]],"size":{"x":66.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Resume","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"RIGHT","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://docs.google.com/document/d/1oAN2GdHCUWl-E6DyW1UfgsGkdDIPnvE3/edit?usp=sharing&ouid=105362117520202512059&rtpof=true&sd=true","openInNewTab":true},"paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":16.0,"textAlignHorizontal":"RIGHT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1438":{"type":"TEXT","id":"24:1438","name":"About","absoluteBoundingBox":{"x":15734.0,"y":140.5,"width":50.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15734.1611328125,"y":144.220001220703,"width":49.6962890625,"height":13.4559936523438},"relativeTransform":[[1.0,0.0,62.0],[0.0,1.0,0.0]],"size":{"x":50.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30177},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":868},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/about"}],"isDeleted":false,"stateManagementVersion":1}],"characterStyleOverrides":[],"characters":"About","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"RIGHT","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"RIGHT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1433":{"type":"FRAME","id":"24:1433","name":"Frame 1","absoluteBoundingBox":{"x":15539.0,"y":132.0,"width":40.0,"height":40.0},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":132.0,"width":40.0,"height":40.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,32.0]],"size":{"x":40.0,"y":40.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30168},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":202},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/"}],"isDeleted":false,"stateManagementVersion":1}],"layoutMode":"HORIZONTAL","counterAxisAlignItems":"CENTER","children":["24:1434","24:1435"]},"24:1434":{"type":"IMAGE","id":"24:1434","name":"Ellipse 1","absoluteBoundingBox":{"x":15539.0,"y":132.0,"width":40.0,"height":40.0},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":132.0,"width":40.0,"height":40.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":40.0,"y":40.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"34c0233453e87ecdc12a8157fbd0778a24944401","originalImageWidth":800,"originalImageHeight":800,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"hash":"89f0322170003cf2ce32e1b208ca69508f0819fc"},"24:1369":{"type":"FRAME","id":"24:1369","name":"Tablet","absoluteBoundingBox":{"x":14651.0,"y":100.0,"width":800.0,"height":3871.66650390625},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":100.0,"width":800.0,"height":3871.66650390625},"relativeTransform":[[1.0,0.0,1408.0],[0.0,1.0,100.0]],"size":{"x":800.0,"y":3871.66650390625},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"clipsContent":true,"overflowDirection":"VERTICAL_SCROLLING","layoutMode":"VERTICAL","counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","isBreakpointFrame":true,"children":["24:1370","24:1378"]},"24:1378":{"type":"FRAME","id":"24:1378","name":"Container","absoluteBoundingBox":{"x":14651.0,"y":204.0,"width":800.0,"height":3767.66650390625},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":204.0,"width":800.0,"height":3767.66650390625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,104.0]],"size":{"x":800.0,"y":3767.66650390625},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"ARTICLE","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","counterAxisSizingMode":"FIXED","children":["24:1379","24:1384","24:1389","24:1412","94:1612"]},"94:1612":{"type":"FRAME","id":"94:1612","name":"Footer 1","absoluteBoundingBox":{"x":14651.0,"y":3809.66650390625,"width":800.0,"height":162.0},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":3809.66650390625,"width":800.0,"height":162.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,3605.66650390625]],"size":{"x":800.0,"y":162.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[{"opacity":0.150000005960464,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"individualStrokeWeights":{"top":1.0,"right":0.0,"bottom":0.0,"left":0.0},"effects":[],"accessibleHTMLTag":"FOOTER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":44.0,"paddingRight":32.0,"paddingBottom":65.0,"paddingLeft":32.0,"layoutMode":"VERTICAL","itemSpacing":20.0,"counterAxisAlignItems":"CENTER","primaryAxisSizingMode":"FIXED","counterAxisSizingMode":"FIXED","children":["94:1613","94:1614"]},"94:1614":{"type":"FRAME","id":"94:1614","name":"Social links","absoluteBoundingBox":{"x":14869.0,"y":3887.66650390625,"width":364.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14869.0,"y":3887.66650390625,"width":364.0,"height":14.0},"relativeTransform":[[1.0,0.0,218.0],[0.0,1.0,78.0]],"size":{"x":364.0,"y":14.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"NAV","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","children":["94:1615","94:1616","94:1617","94:1618","94:1619","94:1620"]},"94:1620":{"type":"TEXT","id":"94:1620","name":"ADPList","absoluteBoundingBox":{"x":15181.0,"y":3887.66650390625,"width":52.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":15180.84375,"y":3888.70654296875,"width":51.4755859375,"height":11.760009765625},"relativeTransform":[[1.0,0.0,312.0],[0.0,1.0,0.0]],"size":{"x":52.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"ADPList","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://adplist.org/mentors/rodrigo-garnica","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1619":{"type":"TEXT","id":"94:1619","name":"YouTube","absoluteBoundingBox":{"x":15109.0,"y":3887.66650390625,"width":56.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":15108.83203125,"y":3888.70654296875,"width":55.681640625,"height":12.06005859375},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,0.0]],"size":{"x":56.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"YouTube","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.youtube.com/@JulianGarnicaDesign","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1617":{"type":"TEXT","id":"94:1617","name":"D4","absoluteBoundingBox":{"x":15012.0,"y":3887.66650390625,"width":19.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":15012.0,"y":3889.30639648438,"width":18.7548828125,"height":11.460205078125},"relativeTransform":[[1.0,0.0,143.0],[0.0,1.0,0.0]],"size":{"x":19.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"D4","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://d4ux.lat/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1615":{"type":"TEXT","id":"94:1615","name":"Linkedin","absoluteBoundingBox":{"x":14869.0,"y":3887.66650390625,"width":57.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14869.0,"y":3888.70654296875,"width":56.4853515625,"height":11.760009765625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":57.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Linkedin","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.linkedin.com/in/garnica-rock/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1613":{"type":"TEXT","id":"94:1613","name":"© 2025 Julián Garnica | Design & Experience Strategy Leader","absoluteBoundingBox":{"x":14865.0,"y":3853.66650390625,"width":372.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14865.5400390625,"y":3854.70654296875,"width":370.734375,"height":13.080078125},"relativeTransform":[[1.0,0.0,214.0],[0.0,1.0,44.0]],"size":{"x":372.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"© 2025 Julián Garnica | Design & Experience Strategy Leader","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1337":{"type":"RECTANGLE","id":"24:1337","name":"Image","absoluteBoundingBox":{"x":13547.0,"y":1709.0,"width":800.0,"height":387.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":1709.0,"width":800.0,"height":387.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":387.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"f5cd3d151ed569e50d2d09753e796977286eecd8","originalImageWidth":970,"originalImageHeight":467,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"rectangleCornerRadii":[16.0,16.0,16.0,16.0],"cornerRadius":16.0},"24:1412":{"type":"FRAME","id":"24:1412","name":"Text block 2","absoluteBoundingBox":{"x":14651.0,"y":3179.66650390625,"width":800.0,"height":630.0},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":3179.66650390625,"width":800.0,"height":630.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,2975.66650390625]],"size":{"x":800.0,"y":630.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingTop":60.0,"paddingRight":80.0,"paddingBottom":60.0,"paddingLeft":80.0,"layoutMode":"VERTICAL","counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1413"]},"24:1417":{"type":"FRAME","id":"24:1417","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":3605.66650390625,"width":640.0,"height":144.0},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":3605.66650390625,"width":640.0,"height":144.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,366.0]],"size":{"x":640.0,"y":144.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1418","24:1419"]},"24:1440":{"type":"FRAME","id":"24:1440","name":"Container","absoluteBoundingBox":{"x":15515.0,"y":204.0,"width":375.0,"height":4702.3330078125},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":204.0,"width":375.0,"height":4702.3330078125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,104.0]],"size":{"x":375.0,"y":4702.3330078125},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"ARTICLE","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","counterAxisSizingMode":"FIXED","children":["24:1441","24:1446","24:1451","24:1474","94:1621"]},"24:1334":{"type":"FRAME","id":"24:1334","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":1656.0,"width":800.0,"height":828.0},"isolatedAbsoluteRenderBounds":{"x":13546.8017578125,"y":1656.0,"width":800.1982421875,"height":828.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":828.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["24:1335","24:1336","24:1338"]},"24:1418":{"type":"TEXT","id":"24:1418","name":"Learnings","absoluteBoundingBox":{"x":14731.0,"y":3605.66650390625,"width":640.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":14731.7001953125,"y":3608.06640625,"width":101.4384765625,"height":21.800048828125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Learnings","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1353":{"type":"TEXT","id":"24:1353","name":"Impact","absoluteBoundingBox":{"x":13547.0,"y":2935.0,"width":800.0,"height":29.0},"isolatedAbsoluteRenderBounds":{"x":13547.8642578125,"y":2939.52001953125,"width":86.666015625,"height":24.47998046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":29.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Impact","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.48,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":28.8000011444092,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1413":{"type":"FRAME","id":"24:1413","name":"Wrapper","absoluteBoundingBox":{"x":14731.0,"y":3239.66650390625,"width":640.0,"height":510.0},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":3239.66650390625,"width":640.0,"height":510.0},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,60.0]],"size":{"x":640.0,"y":510.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisSizingMode":"FIXED","children":["24:1414","24:1417"]},"24:1400":{"type":"TEXT","id":"24:1400","name":"We explored four alternatives: Make the app 100% entertainment-first. Push Marketplace further down the scroll. Create two separate apps (Marketplace vs. Telco). Hybrid model balancing entertainment + sales. Evidence showed the hybrid model would maximize relevance: 70% Telco/Entertainment, 30% Marketplace with smarter placements. This wasn’t just a design challenge—it was a leadership challenge. Marketplace stakeholders resisted reduced visibility, fearing loss of sales. I led negotiations by reframing the problem: instead of raw exposure, we would deliver higher conversion through relevance. By offering them tools to feed products more intelligently, we built alignment and avoided silos.","absoluteBoundingBox":{"x":14731.0,"y":2351.66674804688,"width":640.0,"height":390.0},"isolatedAbsoluteRenderBounds":{"x":14730.8017578125,"y":2355.72680664062,"width":622.732421875,"height":383.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,498.666656494141]],"size":{"x":640.0,"y":390.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"We explored four alternatives:\nMake the app 100% entertainment-first.\nPush Marketplace further down the scroll.\nCreate two separate apps (Marketplace vs. Telco).\nHybrid model balancing entertainment + sales.\n\nEvidence showed the hybrid model would maximize relevance: 70% Telco/Entertainment, 30% Marketplace with smarter placements.\n\nThis wasn’t just a design challenge—it was a leadership challenge. Marketplace stakeholders resisted reduced visibility, fearing loss of sales. I led negotiations by reframing the problem: instead of raw exposure, we would deliver higher conversion through relevance. By offering them tools to feed products more intelligently, we built alignment and avoided silos.","lineIndentations":[0,1,1,1,1,0,0,0,0],"lineTypes":["NONE","ORDERED","ORDERED","ORDERED","ORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[null,1,2,3,4],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1625":{"type":"TEXT","id":"94:1625","name":"Medium","absoluteBoundingBox":{"x":15608.0,"y":4862.3330078125,"width":45.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15608.0,"y":4864.033203125,"width":44.7763671875,"height":10.0498046875},"relativeTransform":[[1.0,0.0,64.0],[0.0,1.0,0.0]],"size":{"x":45.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Medium","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://medium.com/@garnica.rock","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1398":{"type":"FRAME","id":"24:1398","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":1901.0,"width":640.0,"height":426.666656494141},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":1901.0,"width":640.0,"height":426.666748046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,48.0]],"size":{"x":640.0,"y":426.666656494141},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1399"]},"24:1419":{"type":"TEXT","id":"24:1419","name":"This initiative confirmed that: Leadership is about alignment, not control. Respecting core jobs drives loyalty and opens doors to upselling. Design can reframe culture: from exposure to relevance.","absoluteBoundingBox":{"x":14731.0,"y":3645.66650390625,"width":640.0,"height":104.0},"isolatedAbsoluteRenderBounds":{"x":14731.3779296875,"y":3649.7265625,"width":611.201171875,"height":97.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":640.0,"y":104.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"This initiative confirmed that:\nLeadership is about alignment, not control.\nRespecting core jobs drives loyalty and opens doors to upselling.\nDesign can reframe culture: from exposure to relevance.","lineIndentations":[0,1,1,1],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1399":{"type":"RECTANGLE","id":"24:1399","name":"Image","absoluteBoundingBox":{"x":14731.0,"y":1901.0,"width":640.0,"height":426.666656494141},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":1901.0,"width":640.0,"height":426.666748046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":426.666656494141},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"f5cd3d151ed569e50d2d09753e796977286eecd8","originalImageWidth":970,"originalImageHeight":467,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"rectangleCornerRadii":[16.0,16.0,16.0,16.0],"cornerRadius":16.0},"24:1450":{"type":"TEXT","id":"24:1450","name":"After two years of heavy focus on Marketplace, Totalplay’s app had drifted away from its original purpose: being the gateway to entertainment and core telco services. User interviews revealed rising frustration: “Every time I open the app, I only see products—what I want is to pay my bill or watch TV.” Analytics confirmed the problem: stagnation in TV subscriptions, growing downgrades to internet-only plans, and negative app store ratings. The Home screen was dominated by sales banners, leaving users’ primary jobs underserved: paying bills, solving issues, and enjoying content. The risk was clear: eroding Totalplay’s identity as an entertainment-first brand, increased churn, and growing dissatisfaction with the app. Leadership recognized the urgency, and I took ownership of leading a redesign to restore trust and relevance.","absoluteBoundingBox":{"x":15539.0,"y":889.0,"width":327.0,"height":832.0},"isolatedAbsoluteRenderBounds":{"x":15538.8916015625,"y":893.059997558594,"width":325.2861328125,"height":821.138000488281},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":832.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"After two years of heavy focus on Marketplace, Totalplay’s app had drifted away from its original purpose: being the gateway to entertainment and core telco services.\n\nUser interviews revealed rising frustration:\n“Every time I open the app, I only see products—what I want is to pay my bill or watch TV.”\n\nAnalytics confirmed the problem: stagnation in TV subscriptions, growing downgrades to internet-only plans, and negative app store ratings. The Home screen was dominated by sales banners, leaving users’ primary jobs underserved: paying bills, solving issues, and enjoying content.\n\nThe risk was clear: eroding Totalplay’s identity as an entertainment-first brand, increased churn, and growing dissatisfaction with the app. Leadership recognized the urgency, and I took ownership of leading a redesign to restore trust and relevance.","lineIndentations":[0,0,0,1,0,0,0,0],"lineTypes":["NONE","NONE","NONE","UNORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1390":{"type":"FRAME","id":"24:1390","name":"Wrapper","absoluteBoundingBox":{"x":14731.0,"y":1545.0,"width":640.0,"height":248.0},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":1545.0,"width":640.046875,"height":248.0},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":248.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisSizingMode":"FIXED","children":["24:1392"]},"94:1621":{"type":"FRAME","id":"94:1621","name":"Footer 1","absoluteBoundingBox":{"x":15515.0,"y":4794.3330078125,"width":375.0,"height":112.0},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":4794.3330078125,"width":375.0,"height":112.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,4590.3330078125]],"size":{"x":375.0,"y":112.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[{"opacity":0.150000005960464,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"individualStrokeWeights":{"top":1.0,"right":0.0,"bottom":0.0,"left":0.0},"effects":[],"accessibleHTMLTag":"FOOTER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":32.0,"paddingRight":24.0,"paddingBottom":32.0,"paddingLeft":24.0,"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["94:1622","94:1623"]},"24:1307":{"type":"FRAME","id":"24:1307","name":"Desktop","absoluteBoundingBox":{"x":13307.0,"y":100.0,"width":1280.0,"height":3585.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":100.0,"width":1280.0,"height":3585.0},"relativeTransform":[[1.0,0.0,64.0],[0.0,1.0,100.0]],"size":{"x":1280.0,"y":3585.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"clipsContent":true,"overflowDirection":"VERTICAL_SCROLLING","layoutMode":"VERTICAL","counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","isBreakpointFrame":true,"children":["24:1308","24:1316"]},"24:1394":{"type":"TEXT","id":"24:1394","name":"The Home had become a sales shelf. Marketplace products took priority over telco essentials. Customer perception shifted: the app was seen as invasive, not supportive. From research, we reframed the real problem: “The app is not helping users accomplish their core jobs-to-be-done. Without that, every upsell feels like noise.”","absoluteBoundingBox":{"x":14731.0,"y":1585.0,"width":640.0,"height":208.0},"isolatedAbsoluteRenderBounds":{"x":14731.3779296875,"y":1589.06005859375,"width":639.6689453125,"height":201.43994140625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":640.0,"y":208.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The Home had become a sales shelf.\nMarketplace products took priority over telco essentials.\nCustomer perception shifted: the app was seen as invasive, not supportive.\n\nFrom research, we reframed the real problem: “The app is not helping users accomplish their core jobs-to-be-done. Without that, every upsell feels like noise.”","lineIndentations":[0,1,1,0,0],"lineTypes":["NONE","UNORDERED","UNORDERED","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1318":{"type":"TEXT","id":"24:1318","name":"Restoring Balance Between Service & Sales","absoluteBoundingBox":{"x":13751.0,"y":268.0,"width":392.0,"height":26.0},"isolatedAbsoluteRenderBounds":{"x":13752.1376953125,"y":272.059997558594,"width":389.6875,"height":19.6199951171875},"relativeTransform":[[1.0,0.0,444.0],[0.0,1.0,80.0]],"size":{"x":392.0,"y":26.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Restoring Balance Between Service & Sales","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1393":{"type":"TEXT","id":"24:1393","name":"Problem","absoluteBoundingBox":{"x":14731.0,"y":1545.0,"width":640.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":14731.7001953125,"y":1547.40002441406,"width":88.4072265625,"height":16.8199462890625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Problem","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1396":{"type":"FRAME","id":"24:1396","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":1853.0,"width":640.0,"height":888.666625976562},"isolatedAbsoluteRenderBounds":{"x":14730.8017578125,"y":1853.0,"width":640.1982421875,"height":888.666625976562},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":888.666625976562},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["24:1397","24:1398","24:1400"]},"24:1346":{"type":"FRAME","id":"24:1346","name":"Wrapper","absoluteBoundingBox":{"x":13547.0,"y":2544.0,"width":800.0,"height":331.0},"isolatedAbsoluteRenderBounds":{"x":13546.765625,"y":2544.0,"width":800.234375,"height":331.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,1149.0]],"size":{"x":800.0,"y":331.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":48.0,"counterAxisSizingMode":"FIXED","children":["24:1347"]},"24:1386":{"type":"FRAME","id":"24:1386","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":997.0,"width":640.0,"height":508.0},"isolatedAbsoluteRenderBounds":{"x":14730.8916015625,"y":997.0,"width":640.1083984375,"height":508.0},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,534.0]],"size":{"x":640.0,"y":508.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1387","24:1388"]},"94:1618":{"type":"TEXT","id":"94:1618","name":"TikTok","absoluteBoundingBox":{"x":15047.0,"y":3887.66650390625,"width":46.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":15047.0,"y":3888.70654296875,"width":45.65234375,"height":12.06005859375},"relativeTransform":[[1.0,0.0,178.0],[0.0,1.0,0.0]],"size":{"x":46.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"TikTok","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.tiktok.com/@garnica.rock","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1609":{"type":"TEXT","id":"94:1609","name":"TikTok","absoluteBoundingBox":{"x":14231.0,"y":3597.0,"width":46.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14231.0,"y":3598.0400390625,"width":45.65234375,"height":12.06005859375},"relativeTransform":[[1.0,0.0,202.0],[0.0,1.0,0.0]],"size":{"x":46.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"TikTok","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.tiktok.com/@garnica.rock","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1385":{"type":"RECTANGLE","id":"24:1385","name":"Image","absoluteBoundingBox":{"x":14731.0,"y":463.0,"width":640.0,"height":510.0},"targetAspectRatio":{"x":640.0,"y":510.0},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":463.0,"width":640.0,"height":510.0},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":510.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"6f26614396cd2c303812d8e02f6dc996b4ef7f7e","originalImageWidth":4096,"originalImageHeight":1936,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"rectangleCornerRadii":[16.0,16.0,16.0,16.0],"cornerRadius":16.0},"24:1389":{"type":"FRAME","id":"24:1389","name":"Text block 1","absoluteBoundingBox":{"x":14651.0,"y":1545.0,"width":800.0,"height":1634.66662597656},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":1545.0,"width":800.0,"height":1634.66662597656},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1341.0]],"size":{"x":800.0,"y":1634.66662597656},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingRight":80.0,"paddingLeft":80.0,"layoutMode":"VERTICAL","itemSpacing":60.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1390","24:1395","24:1408"]},"24:1383":{"type":"TEXT","id":"24:1383","name":"Design & Experience Strategy Lead (2025)","absoluteBoundingBox":{"x":14878.5,"y":388.0,"width":345.0,"height":27.0},"isolatedAbsoluteRenderBounds":{"x":14879.1083984375,"y":393.704010009766,"width":343.326171875,"height":17.4559936523438},"relativeTransform":[[1.0,0.0,163.5],[0.0,1.0,78.0]],"size":{"x":345.0,"y":27.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Design & Experience Strategy Lead (2025)","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":27.2000007629395,"lineHeightPercent":137.096771240234,"lineHeightPercentFontSize":170.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1382":{"type":"TEXT","id":"24:1382","name":"Mobile App Home","absoluteBoundingBox":{"x":14715.0,"y":310.0,"width":672.0,"height":62.0},"isolatedAbsoluteRenderBounds":{"x":14790.19140625,"y":314.519989013672,"width":521.2841796875,"height":60.4800109863281},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":672.0,"y":62.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"H1","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Mobile App Home","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":56.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-1.4,"letterSpacingValue":-2.5,"letterSpacingUnit":"PERCENT","lineHeightPx":61.6000022888184,"lineHeightPercent":88.7096786499023,"lineHeightPercentFontSize":110.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1475":{"type":"FRAME","id":"24:1475","name":"Wrapper","absoluteBoundingBox":{"x":15539.0,"y":4050.33325195312,"width":327.0,"height":664.0},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":4050.33325195312,"width":327.0,"height":664.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,40.0]],"size":{"x":327.0,"y":664.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisSizingMode":"FIXED","children":["24:1476","24:1479"]},"24:1332":{"type":"TEXT","id":"24:1332","name":"The Home had become a sales shelf. Marketplace products took priority over telco essentials. Customer perception shifted: the app was seen as invasive, not supportive. From research, we reframed the real problem: “The app is not helping users accomplish their core jobs-to-be-done. Without that, every upsell feels like noise.”","absoluteBoundingBox":{"x":13547.0,"y":1440.0,"width":800.0,"height":156.0},"isolatedAbsoluteRenderBounds":{"x":13547.3779296875,"y":1444.06005859375,"width":742.396484375,"height":149.619995117188},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,45.0]],"size":{"x":800.0,"y":156.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The Home had become a sales shelf.\nMarketplace products took priority over telco essentials.\nCustomer perception shifted: the app was seen as invasive, not supportive.\n\nFrom research, we reframed the real problem: “The app is not helping users accomplish their core jobs-to-be-done. Without that, every upsell feels like noise.”","lineIndentations":[0,1,1,0,0],"lineTypes":["NONE","UNORDERED","UNORDERED","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1380":{"type":"TEXT","id":"24:1380","name":"Restoring Balance Between Service & Sales","absoluteBoundingBox":{"x":14855.0,"y":252.0,"width":392.0,"height":26.0},"isolatedAbsoluteRenderBounds":{"x":14856.1376953125,"y":256.059997558594,"width":389.6875,"height":19.6199951171875},"relativeTransform":[[1.0,0.0,204.0],[0.0,1.0,48.0]],"size":{"x":392.0,"y":26.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Restoring Balance Between Service & Sales","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1409":{"type":"FRAME","id":"24:1409","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":2801.66650390625,"width":640.0,"height":378.0},"isolatedAbsoluteRenderBounds":{"x":14730.765625,"y":2801.66650390625,"width":640.234375,"height":378.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":378.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1410","24:1411"]},"24:1472":{"type":"TEXT","id":"24:1472","name":"Execution","absoluteBoundingBox":{"x":15539.0,"y":3306.33325195312,"width":327.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":15539.7001953125,"y":3308.73315429688,"width":103.3876953125,"height":16.820068359375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Execution","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1330":{"type":"FRAME","id":"24:1330","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":1395.0,"width":800.0,"height":201.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":1395.0,"width":800.0,"height":201.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":201.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1331","24:1332"]},"24:1374":{"type":"FRAME","id":"24:1374","name":"Nav","absoluteBoundingBox":{"x":15193.0,"y":140.5,"width":226.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15193.0,"y":140.5,"width":226.0,"height":23.0},"relativeTransform":[[1.0,0.0,542.0],[0.0,1.0,40.5]],"size":{"x":226.0,"y":23.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"NAV","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":32.0,"counterAxisAlignItems":"CENTER","children":["24:1375","24:1376","24:1377"]},"24:1416":{"type":"TEXT","id":"24:1416","name":"The redesigned Home changed both usage patterns and perception: +25% increase in active sessions +40% increase in hours of TV content viewed –1.2% churn reduction Marketplace sales remained stable, proving that less intrusive placement could still drive business For users, the app was no longer “just a sales channel.” It became a place to manage their service and enjoy entertainment. For the business, we restored the app’s role as a digital companion instead of a distraction.","absoluteBoundingBox":{"x":14731.0,"y":3279.66650390625,"width":640.0,"height":286.0},"isolatedAbsoluteRenderBounds":{"x":14731.32421875,"y":3283.7265625,"width":616.58984375,"height":275.119873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":640.0,"y":286.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The redesigned Home changed both usage patterns and perception:\n+25% increase in active sessions\n+40% increase in hours of TV content viewed\n–1.2% churn reduction\nMarketplace sales remained stable, proving that less intrusive placement could still drive business\n\nFor users, the app was no longer “just a sales channel.” It became a place to manage their service and enjoy entertainment.\nFor the business, we restored the app’s role as a digital companion instead of a distraction.","lineIndentations":[0,1,1,1,1,0,0,0],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED","UNORDERED","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1397":{"type":"TEXT","id":"24:1397","name":"Solution","absoluteBoundingBox":{"x":14731.0,"y":1853.0,"width":640.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":14732.080078125,"y":1855.40002441406,"width":86.220703125,"height":16.8199462890625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Solution","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1479":{"type":"FRAME","id":"24:1479","name":"Paragraph","absoluteBoundingBox":{"x":15539.0,"y":4513.3330078125,"width":327.0,"height":201.0},"isolatedAbsoluteRenderBounds":{"x":15539.0,"y":4513.3330078125,"width":327.0,"height":201.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,463.0]],"size":{"x":327.0,"y":201.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1480","24:1481"]},"24:1316":{"type":"FRAME","id":"24:1316","name":"Container","absoluteBoundingBox":{"x":13307.0,"y":188.0,"width":1280.0,"height":3497.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":188.0,"width":1280.0,"height":3497.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,88.0]],"size":{"x":1280.0,"y":3497.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"ARTICLE","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","counterAxisSizingMode":"FIXED","children":["24:1317","24:1322","24:1327","24:1350","94:1603"]},"24:1451":{"type":"FRAME","id":"24:1451","name":"Text block 1","absoluteBoundingBox":{"x":15515.0,"y":1761.0,"width":375.0,"height":2249.33325195312},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":1761.0,"width":375.0,"height":2249.33325195312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1557.0]],"size":{"x":375.0,"y":2249.33325195312},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingTop":40.0,"paddingRight":24.0,"paddingBottom":40.0,"paddingLeft":24.0,"layoutMode":"VERTICAL","itemSpacing":60.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1452","24:1457","24:1470"]},"24:1327":{"type":"FRAME","id":"24:1327","name":"Text block 1","absoluteBoundingBox":{"x":13307.0,"y":1395.0,"width":1280.0,"height":1480.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":1395.0,"width":1280.0,"height":1480.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1207.0]],"size":{"x":1280.0,"y":1480.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingRight":240.0,"paddingLeft":240.0,"layoutMode":"VERTICAL","itemSpacing":60.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1328","24:1333","24:1346"]},"94:1603":{"type":"FRAME","id":"94:1603","name":"Footer 1","absoluteBoundingBox":{"x":13307.0,"y":3523.0,"width":1280.0,"height":162.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":3523.0,"width":1280.0,"height":162.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,3335.0]],"size":{"x":1280.0,"y":162.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[{"opacity":0.150000005960464,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"individualStrokeWeights":{"top":1.0,"right":0.0,"bottom":0.0,"left":0.0},"effects":[],"accessibleHTMLTag":"FOOTER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":64.0,"paddingRight":154.0,"paddingBottom":64.0,"paddingLeft":154.0,"clipsContent":true,"layoutMode":"HORIZONTAL","itemSpacing":40.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"SPACE_BETWEEN","primaryAxisSizingMode":"FIXED","counterAxisSizingMode":"FIXED","children":["94:1604","94:1605"]},"94:1605":{"type":"FRAME","id":"94:1605","name":"Social links","absoluteBoundingBox":{"x":14029.0,"y":3597.0,"width":404.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14029.0,"y":3597.0,"width":404.0,"height":14.0},"relativeTransform":[[1.0,0.0,722.0],[0.0,1.0,74.0]],"size":{"x":404.0,"y":14.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"NAV","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":24.0,"counterAxisAlignItems":"CENTER","children":["94:1606","94:1607","94:1608","94:1609","94:1610","94:1611"]},"94:1616":{"type":"TEXT","id":"94:1616","name":"Medium","absoluteBoundingBox":{"x":14942.0,"y":3887.66650390625,"width":54.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14942.0,"y":3888.70654296875,"width":53.732421875,"height":12.06005859375},"relativeTransform":[[1.0,0.0,73.0],[0.0,1.0,0.0]],"size":{"x":54.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Medium","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://medium.com/@garnica.rock","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1376":{"type":"TEXT","id":"24:1376","name":"About","absoluteBoundingBox":{"x":15271.0,"y":140.5,"width":50.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15271.033203125,"y":144.220001220703,"width":49.6953125,"height":13.4559936523438},"relativeTransform":[[1.0,0.0,78.0],[0.0,1.0,0.0]],"size":{"x":50.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30178},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":868},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/about"}],"isDeleted":false,"stateManagementVersion":1}],"characterStyleOverrides":[],"characters":"About","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1459":{"type":"TEXT","id":"24:1459","name":"Solution","absoluteBoundingBox":{"x":15539.0,"y":2239.0,"width":327.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":15540.080078125,"y":2241.39990234375,"width":86.220703125,"height":16.820068359375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Solution","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1611":{"type":"TEXT","id":"94:1611","name":"ADPList","absoluteBoundingBox":{"x":14381.0,"y":3597.0,"width":52.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14380.84375,"y":3598.0400390625,"width":51.4755859375,"height":11.760009765625},"relativeTransform":[[1.0,0.0,352.0],[0.0,1.0,0.0]],"size":{"x":52.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"ADPList","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://adplist.org/mentors/rodrigo-garnica","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1313":{"type":"TEXT","id":"24:1313","name":"Work","absoluteBoundingBox":{"x":14297.0,"y":132.5,"width":46.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":14297.1943359375,"y":136.220001220703,"width":45.3525390625,"height":13.4400024414062},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":46.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30404},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":202},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/"}],"isDeleted":false,"stateManagementVersion":1}],"characterStyleOverrides":[],"characters":"Work","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1356":{"type":"TEXT","id":"24:1356","name":"Learnings","absoluteBoundingBox":{"x":13547.0,"y":3314.0,"width":800.0,"height":29.0},"isolatedAbsoluteRenderBounds":{"x":13547.83984375,"y":3317.080078125,"width":121.7265625,"height":26.159912109375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":29.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Learnings","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.48,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":28.8000011444092,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1415":{"type":"TEXT","id":"24:1415","name":"Impact","absoluteBoundingBox":{"x":14731.0,"y":3239.66650390625,"width":640.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":14731.7197265625,"y":3243.2666015625,"width":72.2216796875,"height":20.39990234375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Impact","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1355":{"type":"FRAME","id":"24:1355","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":3314.0,"width":800.0,"height":149.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":3314.0,"width":800.0,"height":149.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,379.0]],"size":{"x":800.0,"y":149.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1356","24:1357"]},"24:1437":{"type":"TEXT","id":"24:1437","name":"Work","absoluteBoundingBox":{"x":15672.0,"y":140.5,"width":46.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15672.564453125,"y":144.220001220703,"width":45.3525390625,"height":13.4400024414062},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":46.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30402},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":202},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/"}],"isDeleted":false,"stateManagementVersion":1}],"characterStyleOverrides":[],"characters":"Work","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"RIGHT","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"RIGHT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1326":{"type":"TEXT","id":"24:1326","name":"After two years of heavy focus on Marketplace, Totalplay’s app had drifted away from its original purpose: being the gateway to entertainment and core telco services. User interviews revealed rising frustration: “Every time I open the app, I only see products—what I want is to pay my bill or watch TV.” Analytics confirmed the problem: stagnation in TV subscriptions, growing downgrades to internet-only plans, and negative app store ratings. The Home screen was dominated by sales banners, leaving users’ primary jobs underserved: paying bills, solving issues, and enjoying content. The risk was clear: eroding Totalplay’s identity as an entertainment-first brand, increased churn, and growing dissatisfaction with the app. Leadership recognized the urgency, and I took ownership of leading a redesign to restore trust and relevance.","absoluteBoundingBox":{"x":13547.0,"y":965.0,"width":800.0,"height":390.0},"isolatedAbsoluteRenderBounds":{"x":13546.8916015625,"y":969.059997558594,"width":795.66796875,"height":383.620056152344},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,45.0]],"size":{"x":800.0,"y":390.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"After two years of heavy focus on Marketplace, Totalplay’s app had drifted away from its original purpose: being the gateway to entertainment and core telco services.\n\nUser interviews revealed rising frustration:\n“Every time I open the app, I only see products—what I want is to pay my bill or watch TV.”\n\nAnalytics confirmed the problem: stagnation in TV subscriptions, growing downgrades to internet-only plans, and negative app store ratings. The Home screen was dominated by sales banners, leaving users’ primary jobs underserved: paying bills, solving issues, and enjoying content.\n\nThe risk was clear: eroding Totalplay’s identity as an entertainment-first brand, increased churn, and growing dissatisfaction with the app. Leadership recognized the urgency, and I took ownership of leading a redesign to restore trust and relevance.","lineIndentations":[0,0,0,1,0,0,0,0],"lineTypes":["NONE","NONE","NONE","UNORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1604":{"type":"TEXT","id":"94:1604","name":"© 2025 Julián Garnica | Design & Experience Strategy Leader","absoluteBoundingBox":{"x":13461.0,"y":3597.0,"width":372.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":13461.5400390625,"y":3598.0400390625,"width":370.734375,"height":13.080078125},"relativeTransform":[[1.0,0.0,154.0],[0.0,1.0,74.0]],"size":{"x":372.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"© 2025 Julián Garnica | Design & Experience Strategy Leader","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1370":{"type":"FRAME","id":"24:1370","name":"Header 3","absoluteBoundingBox":{"x":14651.0,"y":100.0,"width":800.0,"height":104.0},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":100.0,"width":800.0,"height":104.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":104.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"HEADER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":32.0,"paddingRight":32.0,"paddingBottom":32.0,"paddingLeft":32.0,"layoutMode":"HORIZONTAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"SPACE_BETWEEN","primaryAxisSizingMode":"FIXED","children":["24:1371","24:1374"]},"24:1432":{"type":"FRAME","id":"24:1432","name":"Header 3","absoluteBoundingBox":{"x":15515.0,"y":100.0,"width":375.0,"height":104.0},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":100.0,"width":375.0,"height":104.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":375.0,"y":104.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"HEADER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":32.0,"paddingRight":24.0,"paddingBottom":32.0,"paddingLeft":24.0,"layoutMode":"HORIZONTAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"SPACE_BETWEEN","primaryAxisSizingMode":"FIXED","children":["24:1433","24:1436"]},"24:1379":{"type":"FRAME","id":"24:1379","name":"Header","absoluteBoundingBox":{"x":14651.0,"y":204.0,"width":800.0,"height":259.0},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":204.0,"width":800.0,"height":259.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":259.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"HEADER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":48.0,"paddingRight":80.0,"paddingBottom":48.0,"paddingLeft":80.0,"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1380","24:1381"]},"24:1357":{"type":"TEXT","id":"24:1357","name":"This initiative confirmed that: Leadership is about alignment, not control. Respecting core jobs drives loyalty and opens doors to upselling. Design can reframe culture: from exposure to relevance.","absoluteBoundingBox":{"x":13547.0,"y":3359.0,"width":800.0,"height":104.0},"isolatedAbsoluteRenderBounds":{"x":13547.3779296875,"y":3363.06005859375,"width":611.201171875,"height":97.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,45.0]],"size":{"x":800.0,"y":104.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"This initiative confirmed that:\nLeadership is about alignment, not control.\nRespecting core jobs drives loyalty and opens doors to upselling.\nDesign can reframe culture: from exposure to relevance.","lineIndentations":[0,1,1,1],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1461":{"type":"RECTANGLE","id":"24:1461","name":"Image","absoluteBoundingBox":{"x":15547.0,"y":2287.0,"width":311.0,"height":207.333312988281},"targetAspectRatio":{"x":800.0,"y":533.333312988281},"isolatedAbsoluteRenderBounds":{"x":15547.0,"y":2287.0,"width":311.0,"height":207.333251953125},"relativeTransform":[[1.0,0.0,8.0],[0.0,1.0,0.0]],"size":{"x":311.0,"y":207.333312988281},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"f5cd3d151ed569e50d2d09753e796977286eecd8","originalImageWidth":970,"originalImageHeight":467,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","maxWidth":311.0,"maxHeight":207.33332824707,"strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"rectangleCornerRadii":[16.0,16.0,16.0,16.0],"cornerRadius":16.0},"24:1435":{"type":"TEXT","id":"24:1435","name":"Julián Garnica","absoluteBoundingBox":{"x":15601.0,"y":140.5,"width":116.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15601.0,"y":140.5,"width":116.0,"height":23.0},"relativeTransform":[[1.0,0.0,62.0],[0.0,1.0,8.5]],"size":{"x":116.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Julián Garnica","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1392":{"type":"FRAME","id":"24:1392","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":1545.0,"width":640.0,"height":248.0},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":1545.0,"width":640.046875,"height":248.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":248.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1393","24:1394"]},"24:1377":{"type":"TEXT","id":"24:1377","name":"Resume","absoluteBoundingBox":{"x":15353.0,"y":140.5,"width":66.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15353.2001953125,"y":145.179992675781,"width":65.595703125,"height":14.7200012207031},"relativeTransform":[[1.0,0.0,160.0],[0.0,1.0,0.0]],"size":{"x":66.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Resume","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://docs.google.com/document/d/1oAN2GdHCUWl-E6DyW1UfgsGkdDIPnvE3/edit?usp=sharing&ouid=105362117520202512059&rtpof=true&sd=true","openInNewTab":true},"paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":16.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1623":{"type":"FRAME","id":"94:1623","name":"Social links","absoluteBoundingBox":{"x":15544.0,"y":4862.3330078125,"width":317.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15544.0,"y":4862.3330078125,"width":317.0,"height":12.0},"relativeTransform":[[1.0,0.0,29.0],[0.0,1.0,68.0]],"size":{"x":317.0,"y":12.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"NAV","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","children":["94:1624","94:1625","94:1626","94:1627","94:1628","94:1629"]},"94:1628":{"type":"TEXT","id":"94:1628","name":"YouTube","absoluteBoundingBox":{"x":15755.0,"y":4862.3330078125,"width":47.0,"height":12.0},"isolatedAbsoluteRenderBounds":{"x":15754.8603515625,"y":4864.033203125,"width":46.4013671875,"height":10.0498046875},"relativeTransform":[[1.0,0.0,211.0],[0.0,1.0,0.0]],"size":{"x":47.0,"y":12.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"YouTube","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.youtube.com/@JulianGarnicaDesign","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":10.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.2,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":12.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1395":{"type":"FRAME","id":"24:1395","name":"Wrapper","absoluteBoundingBox":{"x":14731.0,"y":1853.0,"width":640.0,"height":888.666625976562},"isolatedAbsoluteRenderBounds":{"x":14730.8017578125,"y":1853.0,"width":640.1982421875,"height":888.666625976562},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,308.0]],"size":{"x":640.0,"y":888.666625976562},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisSizingMode":"FIXED","children":["24:1396"]},"24:1354":{"type":"TEXT","id":"24:1354","name":"The redesigned Home changed both usage patterns and perception: +25% increase in active sessions +40% increase in hours of TV content viewed –1.2% churn reduction Marketplace sales remained stable, proving that less intrusive placement could still drive business For users, the app was no longer “just a sales channel.” It became a place to manage their service and enjoy entertainment. For the business, we restored the app’s role as a digital companion instead of a distraction.","absoluteBoundingBox":{"x":13547.0,"y":2980.0,"width":800.0,"height":286.0},"isolatedAbsoluteRenderBounds":{"x":13547.3779296875,"y":2984.06005859375,"width":797.3291015625,"height":275.119873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,45.0]],"size":{"x":800.0,"y":286.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The redesigned Home changed both usage patterns and perception:\n+25% increase in active sessions\n+40% increase in hours of TV content viewed\n–1.2% churn reduction\nMarketplace sales remained stable, proving that less intrusive placement could still drive business\n\nFor users, the app was no longer “just a sales channel.” It became a place to manage their service and enjoy entertainment.\nFor the business, we restored the app’s role as a digital companion instead of a distraction.","lineIndentations":[0,1,1,1,1,0,0,0],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED","UNORDERED","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1381":{"type":"FRAME","id":"24:1381","name":"Header","absoluteBoundingBox":{"x":14715.0,"y":310.0,"width":672.0,"height":105.0},"isolatedAbsoluteRenderBounds":{"x":14715.0,"y":310.0,"width":672.0,"height":105.0},"relativeTransform":[[1.0,0.0,64.0],[0.0,1.0,106.0]],"size":{"x":672.0,"y":105.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","children":["24:1382","24:1383"]},"24:1449":{"type":"TEXT","id":"24:1449","name":"Context","absoluteBoundingBox":{"x":15539.0,"y":849.0,"width":327.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":15539.9404296875,"y":852.400024414062,"width":80.48828125,"height":15.7999877929688},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":327.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Context","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1371":{"type":"FRAME","id":"24:1371","name":"Frame 1","absoluteBoundingBox":{"x":14683.0,"y":132.0,"width":40.0,"height":40.0},"isolatedAbsoluteRenderBounds":{"x":14683.0,"y":132.0,"width":40.0,"height":40.0},"relativeTransform":[[1.0,0.0,32.0],[0.0,1.0,32.0]],"size":{"x":40.0,"y":40.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30169},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":202},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/"}],"isDeleted":false,"stateManagementVersion":1}],"layoutMode":"HORIZONTAL","counterAxisAlignItems":"CENTER","children":["24:1372","24:1373"]},"94:1610":{"type":"TEXT","id":"94:1610","name":"YouTube","absoluteBoundingBox":{"x":14301.0,"y":3597.0,"width":56.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14300.83203125,"y":3598.0400390625,"width":55.681640625,"height":12.06005859375},"relativeTransform":[[1.0,0.0,272.0],[0.0,1.0,0.0]],"size":{"x":56.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"YouTube","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.youtube.com/@JulianGarnicaDesign","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1311":{"type":"TEXT","id":"24:1311","name":"Julián Garnica","absoluteBoundingBox":{"x":13433.0,"y":132.5,"width":116.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":13431.240234375,"y":136.220001220703,"width":116.880859375,"height":17.4400024414062},"relativeTransform":[[1.0,0.0,62.0],[0.0,1.0,8.5]],"size":{"x":116.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Julián Garnica","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1470":{"type":"FRAME","id":"24:1470","name":"Wrapper","absoluteBoundingBox":{"x":15539.0,"y":3306.33325195312,"width":327.0,"height":664.0},"isolatedAbsoluteRenderBounds":{"x":15538.765625,"y":3306.33325195312,"width":327.234375,"height":664.0},"relativeTransform":[[1.0,0.0,24.0],[0.0,1.0,1545.33325195312]],"size":{"x":327.0,"y":664.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisSizingMode":"FIXED","children":["24:1471"]},"24:1347":{"type":"FRAME","id":"24:1347","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":2544.0,"width":800.0,"height":331.0},"isolatedAbsoluteRenderBounds":{"x":13546.765625,"y":2544.0,"width":800.234375,"height":331.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":331.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1348","24:1349"]},"94:1606":{"type":"TEXT","id":"94:1606","name":"Linkedin","absoluteBoundingBox":{"x":14029.0,"y":3597.0,"width":57.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14029.0,"y":3598.0400390625,"width":56.4853515625,"height":12.06005859375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":57.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Linkedin","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://www.linkedin.com/in/garnica-rock/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1349":{"type":"TEXT","id":"24:1349","name":"Delivering the new Home meant balancing: Design clarity → simplified navigation, live content upfront, direct access to billing and support. Technical feasibility → restructuring the feed logic to support new priorities. Stakeholder alignment → resolving tension between entertainment and Marketplace teams. This alignment was the true design work—pixels came after. Validation steps included: User testing with interviews and usability sessions. A/B testing on Home variations. Pilot launch in select segments to measure engagement.","absoluteBoundingBox":{"x":13547.0,"y":2589.0,"width":800.0,"height":286.0},"isolatedAbsoluteRenderBounds":{"x":13546.765625,"y":2593.06005859375,"width":780.048828125,"height":279.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,45.0]],"size":{"x":800.0,"y":286.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Delivering the new Home meant balancing:\nDesign clarity → simplified navigation, live content upfront, direct access to billing and support.\nTechnical feasibility → restructuring the feed logic to support new priorities.\nStakeholder alignment → resolving tension between entertainment and Marketplace teams. This alignment was the true design work—pixels came after.\n\nValidation steps included:\nUser testing with interviews and usability sessions.\nA/B testing on Home variations.\nPilot launch in select segments to measure engagement.","lineIndentations":[0,2,2,2,0,0,2,2,2],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED","NONE","NONE","UNORDERED","UNORDERED","UNORDERED"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","fallbackFonts":[{"fontFamily":"Noto Sans","fontStyle":"Regular"}],"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","fallbackFonts":[{"fontFamily":"Noto Sans","fontStyle":"Regular"}],"textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1331":{"type":"TEXT","id":"24:1331","name":"Problem","absoluteBoundingBox":{"x":13547.0,"y":1395.0,"width":800.0,"height":29.0},"isolatedAbsoluteRenderBounds":{"x":13547.83984375,"y":1398.07995605469,"width":106.0888671875,"height":20.18408203125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":29.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Problem","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.48,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":28.8000011444092,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1308":{"type":"FRAME","id":"24:1308","name":"Header 3","absoluteBoundingBox":{"x":13307.0,"y":100.0,"width":1280.0,"height":88.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":100.0,"width":1280.0,"height":88.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":1280.0,"y":88.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"HEADER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":24.0,"paddingRight":64.0,"paddingBottom":24.0,"paddingLeft":64.0,"layoutMode":"HORIZONTAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"SPACE_BETWEEN","primaryAxisSizingMode":"FIXED","children":["24:1309","24:1312"]},"24:1306":{"type":"WEBPAGE","id":"24:1306","name":"/mobile-app-home","absoluteBoundingBox":{"x":13243.0,"y":0.0,"width":2711.0,"height":4970.3330078125},"isolatedAbsoluteRenderBounds":{"x":13243.0,"y":0.0,"width":2711.0,"height":4970.3330078125},"relativeTransform":[[1.0,0.0,13243.0],[0.0,1.0,0.0]],"size":{"x":2711.0,"y":4970.3330078125},"fills":[{"opacity":0.0470588244497776,"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true}],"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"children":["24:1307","24:1369","24:1431"]},"24:1338":{"type":"TEXT","id":"24:1338","name":"We explored four alternatives: Make the app 100% entertainment-first. Push Marketplace further down the scroll. Create two separate apps (Marketplace vs. Telco). Hybrid model balancing entertainment + sales. Evidence showed the hybrid model would maximize relevance: 70% Telco/Entertainment, 30% Marketplace with smarter placements. This wasn’t just a design challenge—it was a leadership challenge. Marketplace stakeholders resisted reduced visibility, fearing loss of sales. I led negotiations by reframing the problem: instead of raw exposure, we would deliver higher conversion through relevance. By offering them tools to feed products more intelligently, we built alignment and avoided silos.","absoluteBoundingBox":{"x":13547.0,"y":2120.0,"width":800.0,"height":364.0},"isolatedAbsoluteRenderBounds":{"x":13546.8017578125,"y":2124.06005859375,"width":783.7548828125,"height":357.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,464.0]],"size":{"x":800.0,"y":364.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"We explored four alternatives:\nMake the app 100% entertainment-first.\nPush Marketplace further down the scroll.\nCreate two separate apps (Marketplace vs. Telco).\nHybrid model balancing entertainment + sales.\n\nEvidence showed the hybrid model would maximize relevance: 70% Telco/Entertainment, 30% Marketplace with smarter placements.\n\nThis wasn’t just a design challenge—it was a leadership challenge. Marketplace stakeholders resisted reduced visibility, fearing loss of sales. I led negotiations by reframing the problem: instead of raw exposure, we would deliver higher conversion through relevance. By offering them tools to feed products more intelligently, we built alignment and avoided silos.","lineIndentations":[0,1,1,1,1,0,0,0,0],"lineTypes":["NONE","ORDERED","ORDERED","ORDERED","ORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[null,1,2,3,4],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1336":{"type":"FRAME","id":"24:1336","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":1709.0,"width":800.0,"height":387.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":1709.0,"width":800.0,"height":387.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,53.0]],"size":{"x":800.0,"y":387.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1337"]},"24:1335":{"type":"TEXT","id":"24:1335","name":"Solution","absoluteBoundingBox":{"x":13547.0,"y":1656.0,"width":800.0,"height":29.0},"isolatedAbsoluteRenderBounds":{"x":13548.2958984375,"y":1659.07995605469,"width":103.46484375,"height":20.18408203125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":29.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Solution","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.48,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":28.8000011444092,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1408":{"type":"FRAME","id":"24:1408","name":"Wrapper","absoluteBoundingBox":{"x":14731.0,"y":2801.66650390625,"width":640.0,"height":378.0},"isolatedAbsoluteRenderBounds":{"x":14730.765625,"y":2801.66650390625,"width":640.234375,"height":378.0},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,1256.66662597656]],"size":{"x":640.0,"y":378.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisSizingMode":"FIXED","children":["24:1409"]},"24:1315":{"type":"TEXT","id":"24:1315","name":"Resume","absoluteBoundingBox":{"x":14457.0,"y":132.5,"width":66.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":14457.2001953125,"y":137.179992675781,"width":65.595703125,"height":14.7200012207031},"relativeTransform":[[1.0,0.0,160.0],[0.0,1.0,0.0]],"size":{"x":66.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Resume","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://docs.google.com/document/d/1oAN2GdHCUWl-E6DyW1UfgsGkdDIPnvE3/edit?usp=sharing&ouid=105362117520202512059&rtpof=true&sd=true","openInNewTab":true},"paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":16.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"94:1608":{"type":"TEXT","id":"94:1608","name":"D4","absoluteBoundingBox":{"x":14188.0,"y":3597.0,"width":19.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14188.0,"y":3598.63989257812,"width":18.7548828125,"height":11.460205078125},"relativeTransform":[[1.0,0.0,159.0],[0.0,1.0,0.0]],"size":{"x":19.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"D4","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://d4ux.lat/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1375":{"type":"TEXT","id":"24:1375","name":"Work","absoluteBoundingBox":{"x":15193.0,"y":140.5,"width":46.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":15193.1943359375,"y":144.220001220703,"width":45.3525390625,"height":13.4400024414062},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":46.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30403},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":202},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/"}],"isDeleted":false,"stateManagementVersion":1}],"characterStyleOverrides":[],"characters":"Work","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1351":{"type":"FRAME","id":"24:1351","name":"Wrapper","absoluteBoundingBox":{"x":13547.0,"y":2935.0,"width":800.0,"height":528.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":2935.0,"width":800.0,"height":528.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,60.0]],"size":{"x":800.0,"y":528.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":48.0,"counterAxisSizingMode":"FIXED","children":["24:1352","24:1355"]},"24:1320":{"type":"TEXT","id":"24:1320","name":"Mobile App Home","absoluteBoundingBox":{"x":13547.0,"y":326.0,"width":800.0,"height":70.0},"isolatedAbsoluteRenderBounds":{"x":13648.9326171875,"y":329.880004882812,"width":595.7529296875,"height":69.1199951171875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":70.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"H1","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Mobile App Home","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":64.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-1.6,"letterSpacingValue":-2.5,"letterSpacingUnit":"PERCENT","lineHeightPx":70.4000015258789,"lineHeightPercent":88.7096786499023,"lineHeightPercentFontSize":110.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1325":{"type":"TEXT","id":"24:1325","name":"Context","absoluteBoundingBox":{"x":13547.0,"y":920.0,"width":800.0,"height":29.0},"isolatedAbsoluteRenderBounds":{"x":13548.1279296875,"y":924.280029296875,"width":96.5859375,"height":18.9599609375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":29.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Context","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.48,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":28.8000011444092,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1323":{"type":"RECTANGLE","id":"24:1323","name":"Image","absoluteBoundingBox":{"x":13547.0,"y":518.0,"width":800.0,"height":378.0},"targetAspectRatio":{"x":800.0,"y":378.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":518.0,"width":800.0,"height":378.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":378.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FIT","imageRef":"6f26614396cd2c303812d8e02f6dc996b4ef7f7e","originalImageWidth":4096,"originalImageHeight":1936,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"rectangleCornerRadii":[16.0,16.0,16.0,16.0],"cornerRadius":16.0},"94:1607":{"type":"TEXT","id":"94:1607","name":"Medium","absoluteBoundingBox":{"x":14110.0,"y":3597.0,"width":54.0,"height":14.0},"isolatedAbsoluteRenderBounds":{"x":14110.0,"y":3598.0400390625,"width":53.732421875,"height":12.06005859375},"relativeTransform":[[1.0,0.0,81.0],[0.0,1.0,0.0]],"size":{"x":54.0,"y":14.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Medium","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","hyperlink":{"type":"URL","url":"https://medium.com/@garnica.rock","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"fontSize":12.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.24,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":14.4000005722046,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1348":{"type":"TEXT","id":"24:1348","name":"Execution","absoluteBoundingBox":{"x":13547.0,"y":2544.0,"width":800.0,"height":29.0},"isolatedAbsoluteRenderBounds":{"x":13547.83984375,"y":2547.080078125,"width":124.0654296875,"height":20.183837890625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":29.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Execution","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":24.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.48,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":28.8000011444092,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1474":{"type":"FRAME","id":"24:1474","name":"Text block 2","absoluteBoundingBox":{"x":15515.0,"y":4010.33325195312,"width":375.0,"height":784.0},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":4010.33325195312,"width":375.0,"height":784.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,3806.33325195312]],"size":{"x":375.0,"y":784.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingTop":40.0,"paddingRight":24.0,"paddingBottom":80.0,"paddingLeft":24.0,"layoutMode":"VERTICAL","counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1475"]},"24:1414":{"type":"FRAME","id":"24:1414","name":"Paragraph","absoluteBoundingBox":{"x":14731.0,"y":3239.66650390625,"width":640.0,"height":326.0},"isolatedAbsoluteRenderBounds":{"x":14731.0,"y":3239.66650390625,"width":640.0,"height":326.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":326.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1415","24:1416"]},"24:1319":{"type":"FRAME","id":"24:1319","name":"Header","absoluteBoundingBox":{"x":13547.0,"y":326.0,"width":800.0,"height":112.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":326.0,"width":800.0,"height":112.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,138.0]],"size":{"x":800.0,"y":112.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisAlignItems":"CENTER","children":["24:1320","24:1321"]},"24:1333":{"type":"FRAME","id":"24:1333","name":"Wrapper","absoluteBoundingBox":{"x":13547.0,"y":1656.0,"width":800.0,"height":828.0},"isolatedAbsoluteRenderBounds":{"x":13546.8017578125,"y":1656.0,"width":800.1982421875,"height":828.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,261.0]],"size":{"x":800.0,"y":828.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":48.0,"counterAxisSizingMode":"FIXED","children":["24:1334"]},"24:1410":{"type":"TEXT","id":"24:1410","name":"Execution","absoluteBoundingBox":{"x":14731.0,"y":2801.66650390625,"width":640.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":14731.7001953125,"y":2804.06640625,"width":103.3876953125,"height":16.820068359375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Execution","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1373":{"type":"TEXT","id":"24:1373","name":"Julián Garnica","absoluteBoundingBox":{"x":14745.0,"y":140.5,"width":116.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":14745.0,"y":140.5,"width":116.0,"height":23.0},"relativeTransform":[[1.0,0.0,62.0],[0.0,1.0,8.5]],"size":{"x":116.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Julián Garnica","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1328":{"type":"FRAME","id":"24:1328","name":"Wrapper","absoluteBoundingBox":{"x":13547.0,"y":1395.0,"width":800.0,"height":201.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":1395.0,"width":800.0,"height":201.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":201.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["24:1330"]},"24:1431":{"type":"FRAME","id":"24:1431","name":"Mobile","absoluteBoundingBox":{"x":15515.0,"y":100.0,"width":375.0,"height":4806.3330078125},"isolatedAbsoluteRenderBounds":{"x":15515.0,"y":100.0,"width":375.0,"height":4806.3330078125},"relativeTransform":[[1.0,0.0,2272.0],[0.0,1.0,100.0]],"size":{"x":375.0,"y":4806.3330078125},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"clipsContent":true,"overflowDirection":"VERTICAL_SCROLLING","layoutMode":"VERTICAL","counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","isBreakpointFrame":true,"children":["24:1432","24:1440"]},"24:1384":{"type":"FRAME","id":"24:1384","name":"Image","absoluteBoundingBox":{"x":14651.0,"y":463.0,"width":800.0,"height":1082.0},"isolatedAbsoluteRenderBounds":{"x":14651.0,"y":463.0,"width":800.0,"height":1082.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,259.0]],"size":{"x":800.0,"y":1082.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingRight":80.0,"paddingBottom":40.0,"paddingLeft":80.0,"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1385","24:1386"]},"24:1309":{"type":"FRAME","id":"24:1309","name":"Frame 1","absoluteBoundingBox":{"x":13371.0,"y":124.0,"width":178.0,"height":40.0},"isolatedAbsoluteRenderBounds":{"x":13371.0,"y":124.0,"width":178.0,"height":40.0},"relativeTransform":[[1.0,0.0,64.0],[0.0,1.0,24.0]],"size":{"x":178.0,"y":40.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30170},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":202},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/"}],"isDeleted":false,"stateManagementVersion":1}],"layoutMode":"HORIZONTAL","itemSpacing":385.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"SPACE_BETWEEN","primaryAxisSizingMode":"FIXED","children":["24:1310","24:1311"]},"24:1314":{"type":"TEXT","id":"24:1314","name":"About","absoluteBoundingBox":{"x":14375.0,"y":132.5,"width":50.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":14375.033203125,"y":136.220001220703,"width":49.6953125,"height":13.4559936523438},"relativeTransform":[[1.0,0.0,78.0],[0.0,1.0,0.0]],"size":{"x":50.0,"y":23.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[{"id":{"sessionID":39,"localID":30179},"event":{"interactionType":"ON_CLICK"},"actions":[{"transitionNodeID":{"sessionID":1,"localID":868},"connectionType":"INTERNAL_NODE","navigationType":"NAVIGATE","connectionURL":"/about"}],"isDeleted":false,"stateManagementVersion":1}],"characterStyleOverrides":[],"characters":"About","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","paragraphSpacing":16.0,"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","paragraphSpacing":16.0,"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.08,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":23.2000007629395,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1388":{"type":"TEXT","id":"24:1388","name":"After two years of heavy focus on Marketplace, Totalplay’s app had drifted away from its original purpose: being the gateway to entertainment and core telco services. User interviews revealed rising frustration: “Every time I open the app, I only see products—what I want is to pay my bill or watch TV.” Analytics confirmed the problem: stagnation in TV subscriptions, growing downgrades to internet-only plans, and negative app store ratings. The Home screen was dominated by sales banners, leaving users’ primary jobs underserved: paying bills, solving issues, and enjoying content. The risk was clear: eroding Totalplay’s identity as an entertainment-first brand, increased churn, and growing dissatisfaction with the app. Leadership recognized the urgency, and I took ownership of leading a redesign to restore trust and relevance.","absoluteBoundingBox":{"x":14731.0,"y":1037.0,"width":640.0,"height":468.0},"isolatedAbsoluteRenderBounds":{"x":14730.8916015625,"y":1041.06005859375,"width":636.388671875,"height":461.619995117188},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":640.0,"y":468.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"After two years of heavy focus on Marketplace, Totalplay’s app had drifted away from its original purpose: being the gateway to entertainment and core telco services.\n\nUser interviews revealed rising frustration:\n“Every time I open the app, I only see products—what I want is to pay my bill or watch TV.”\n\nAnalytics confirmed the problem: stagnation in TV subscriptions, growing downgrades to internet-only plans, and negative app store ratings. The Home screen was dominated by sales banners, leaving users’ primary jobs underserved: paying bills, solving issues, and enjoying content.\n\nThe risk was clear: eroding Totalplay’s identity as an entertainment-first brand, increased churn, and growing dissatisfaction with the app. Leadership recognized the urgency, and I took ownership of leading a redesign to restore trust and relevance.","lineIndentations":[0,0,0,1,0,0,0,0],"lineTypes":["NONE","NONE","NONE","UNORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1321":{"type":"TEXT","id":"24:1321","name":"Design & Experience Strategy Lead (2025)","absoluteBoundingBox":{"x":13754.5,"y":412.0,"width":385.0,"height":26.0},"isolatedAbsoluteRenderBounds":{"x":13755.552734375,"y":416.0419921875,"width":382.732421875,"height":19.6380004882812},"relativeTransform":[[1.0,0.0,207.5],[0.0,1.0,86.0]],"size":{"x":385.0,"y":26.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Design & Experience Strategy Lead (2025)","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"WIDTH_AND_HEIGHT","textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"CENTER","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1387":{"type":"TEXT","id":"24:1387","name":"Context","absoluteBoundingBox":{"x":14731.0,"y":997.0,"width":640.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":14731.9404296875,"y":1000.40002441406,"width":80.48828125,"height":15.7999877929688},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":640.0,"y":24.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Context","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.4,"letterSpacingValue":-2.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":96.7742004394531,"lineHeightPercentFontSize":120.000007629395,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1372":{"type":"IMAGE","id":"24:1372","name":"Ellipse 1","absoluteBoundingBox":{"x":14683.0,"y":132.0,"width":40.0,"height":40.0},"isolatedAbsoluteRenderBounds":{"x":14683.0,"y":132.0,"width":40.0,"height":40.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":40.0,"y":40.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"34c0233453e87ecdc12a8157fbd0778a24944401","originalImageWidth":800,"originalImageHeight":800,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"hash":"89f0322170003cf2ce32e1b208ca69508f0819fc"},"24:1310":{"type":"IMAGE","id":"24:1310","name":"Ellipse 1","absoluteBoundingBox":{"x":13371.0,"y":124.0,"width":40.0,"height":40.0},"isolatedAbsoluteRenderBounds":{"x":13371.0,"y":124.0,"width":40.0,"height":40.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":40.0,"y":40.0},"fills":[{"blendMode":"NORMAL","type":"IMAGE","scaleMode":"FILL","imageRef":"34c0233453e87ecdc12a8157fbd0778a24944401","originalImageWidth":800,"originalImageHeight":800,"visible":true,"opacity":1.0,"rotation":0.0}],"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"accessibleLabel":"Mobile Home App","ariaAttributes":{},"interactions":[],"hash":"89f0322170003cf2ce32e1b208ca69508f0819fc"},"24:1324":{"type":"FRAME","id":"24:1324","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":920.0,"width":800.0,"height":435.0},"isolatedAbsoluteRenderBounds":{"x":13546.8916015625,"y":920.0,"width":800.1083984375,"height":435.0},"relativeTransform":[[1.0,0.0,240.0],[0.0,1.0,402.0]],"size":{"x":800.0,"y":435.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1325","24:1326"]},"24:1312":{"type":"FRAME","id":"24:1312","name":"Nav","absoluteBoundingBox":{"x":14297.0,"y":132.5,"width":226.0,"height":23.0},"isolatedAbsoluteRenderBounds":{"x":14297.0,"y":132.5,"width":226.0,"height":23.0},"relativeTransform":[[1.0,0.0,990.0],[0.0,1.0,32.5]],"size":{"x":226.0,"y":23.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"effects":[],"accessibleHTMLTag":"NAV","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":32.0,"counterAxisAlignItems":"CENTER","children":["24:1313","24:1314","24:1315"]},"24:1352":{"type":"FRAME","id":"24:1352","name":"Paragraph","absoluteBoundingBox":{"x":13547.0,"y":2935.0,"width":800.0,"height":331.0},"isolatedAbsoluteRenderBounds":{"x":13547.0,"y":2935.0,"width":800.0,"height":331.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":800.0,"y":331.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["24:1353","24:1354"]},"24:1411":{"type":"TEXT","id":"24:1411","name":"Delivering the new Home meant balancing: Design clarity → simplified navigation, live content upfront, direct access to billing and support. Technical feasibility → restructuring the feed logic to support new priorities. Stakeholder alignment → resolving tension between entertainment and Marketplace teams. This alignment was the true design work—pixels came after. Validation steps included: User testing with interviews and usability sessions. A/B testing on Home variations. Pilot launch in select segments to measure engagement.","absoluteBoundingBox":{"x":14731.0,"y":2841.66650390625,"width":640.0,"height":338.0},"isolatedAbsoluteRenderBounds":{"x":14730.765625,"y":2845.7265625,"width":621.38671875,"height":331.619873046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,40.0]],"size":{"x":640.0,"y":338.0},"fills":[{"opacity":0.550000011920929,"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Delivering the new Home meant balancing:\nDesign clarity → simplified navigation, live content upfront, direct access to billing and support.\nTechnical feasibility → restructuring the feed logic to support new priorities.\nStakeholder alignment → resolving tension between entertainment and Marketplace teams. This alignment was the true design work—pixels came after.\n\nValidation steps included:\nUser testing with interviews and usability sessions.\nA/B testing on Home variations.\nPilot launch in select segments to measure engagement.","lineIndentations":[0,2,2,2,0,0,2,2,2],"lineTypes":["NONE","UNORDERED","UNORDERED","UNORDERED","NONE","NONE","UNORDERED","UNORDERED","UNORDERED"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","textAlignVertical":"CENTER","fallbackFonts":[{"fontFamily":"Noto Sans","fontStyle":"Regular"}],"style":{"fontFamily":"Libre Baskerville","fontPostScriptName":"LibreBaskerville-Regular","fontStyle":"Regular","fallbackFonts":[{"fontFamily":"Noto Sans","fontStyle":"Regular"}],"textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":18.0,"textAlignHorizontal":"LEFT","textAlignVertical":"CENTER","letterSpacing":-0.09,"letterSpacingValue":-0.5,"letterSpacingUnit":"PERCENT","lineHeightPx":26.1000003814697,"lineHeightPercent":116.935485839844,"lineHeightPercentFontSize":145.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"24:1322":{"type":"FRAME","id":"24:1322","name":"Image","absoluteBoundingBox":{"x":13307.0,"y":518.0,"width":1280.0,"height":877.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":518.0,"width":1280.0,"height":877.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,330.0]],"size":{"x":1280.0,"y":877.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingRight":240.0,"paddingBottom":40.0,"paddingLeft":240.0,"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1323","24:1324"]},"24:1317":{"type":"FRAME","id":"24:1317","name":"Header","absoluteBoundingBox":{"x":13307.0,"y":188.0,"width":1280.0,"height":330.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":188.0,"width":1280.0,"height":330.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":1280.0,"y":330.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"HEADER","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingTop":80.0,"paddingRight":240.0,"paddingBottom":80.0,"paddingLeft":240.0,"layoutMode":"VERTICAL","itemSpacing":32.0,"counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1318","24:1319"]},"24:1350":{"type":"FRAME","id":"24:1350","name":"Text block 2","absoluteBoundingBox":{"x":13307.0,"y":2875.0,"width":1280.0,"height":648.0},"isolatedAbsoluteRenderBounds":{"x":13307.0,"y":2875.0,"width":1280.0,"height":648.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,2687.0]],"size":{"x":1280.0,"y":648.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"SECTION","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"behaviors":{"appear":{"otherLayer":{"sessionID":-1,"localID":-1},"trigger":"THIS_LAYER_IN_VIEW","direction":"UP","enterTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"enterState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":50.0},"opacity":0.0},"exitTransition":{"easingType":"OUT_CUBIC","easingFunction":[0.215000003576279,0.610000014305115,0.354999989271164,1.0],"transitionDuration":0.600000023841858,"delay":0.0},"exitState":{"transform":{"m00":1.0,"m01":0.0,"m02":0.0,"m10":0.0,"m11":1.0,"m12":0.0},"opacity":1.0},"playsOnce":false,"behaviorType":"appear"}},"paddingTop":60.0,"paddingRight":240.0,"paddingBottom":60.0,"paddingLeft":240.0,"layoutMode":"VERTICAL","counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["24:1351"]}},"assetIdToGuid":{},"guidToUrl":{"13:87":"/digital-adoption","82:2":"/brand-family","1:202":"/","1:868":"/about","24:1306":"/mobile-app-home","26:1556":"/simplifying-payments"},"fonts":{"Libre Baskerville:Bold":{"id":"LibreBaskerville_wght__1","url":"/_woff/v2/LibreBaskerville_wght__1/LibreBaskerville_wght__1.woff2","source":1,"italic":false,"weight":700,"variationAxes":[{"tag":"wght","value":700.0,"name":"Weight"}],"subsets":{"baseUrl":"/_woff/v2/LibreBaskerville_wght__1/","subsetMappings":[{"unicodeRange":"U+0000-00A0,U+00A2-00A9,U+00AC-00AE,U+00B0-00B7,U+00B9-00BA,U+00BC-00BE,U+00D7,U+00F7,U+2000-206F,U+2074,U+20AC,U+2122,U+2190-21BB,U+2212,U+2215,U+F8FF,U+FEFF,U+FFFD","file":"LibreBaskerville_wght__1-english.woff2"},{"unicodeRange":"U+00A1,U+00AA-00AB,U+00AF,U+00B8,U+00BB,U+00BF-00D6,U+00D8-00F6,U+00F8-00FF,U+0131,U+0152-0153,U+02B0-02FF","file":"LibreBaskerville_wght__1-rest-latin.woff2"},{"unicodeRange":"U+0100-0130,U+0132-0151,U+0154-017F","file":"LibreBaskerville_wght__1-latin-extended-a.woff2"},{"unicodeRange":"U+0180-024F","file":"LibreBaskerville_wght__1-latin-extended-b.woff2"},{"unicodeRange":"U+1E00-1EFF","file":"LibreBaskerville_wght__1-latin-extended-additional.woff2"},{"unicodeRange":"U+0250-02AF,U+0300-1DFF,U+1F00-1FFF,U+2070-2073,U+2075-20AB,U+20AD-2121,U+2123-218F,U+21BC-2211,U+2213-2214,U+2216-F8FE,U+F900-FEFE,U+FF00-FFFC,U+FFFE-FFFF","file":"LibreBaskerville_wght__1-rest.woff2"}]}},"Noto Sans:Regular":{"id":"NotoSans-VF_3","url":"/_woff/v2/NotoSans-VF_3/NotoSans-VF_3.woff2","source":1,"italic":false,"weight":400,"variationAxes":[{"tag":"wght","value":400.0,"name":"Weight"},{"tag":"wdth","value":100.0,"name":"Width"},{"tag":"CTGR","value":0.0,"name":"CTGR"}],"subsets":{"baseUrl":"/_woff/v2/NotoSans-VF_3/","subsetMappings":[{"unicodeRange":"U+0000-00A0,U+00A2-00A9,U+00AC-00AE,U+00B0-00B7,U+00B9-00BA,U+00BC-00BE,U+00D7,U+00F7,U+2000-206F,U+2074,U+20AC,U+2122,U+2190-21BB,U+2212,U+2215,U+F8FF,U+FEFF,U+FFFD","file":"NotoSans-VF_3-english.woff2"},{"unicodeRange":"U+00A1,U+00AA-00AB,U+00AF,U+00B8,U+00BB,U+00BF-00D6,U+00D8-00F6,U+00F8-00FF,U+0131,U+0152-0153,U+02B0-02FF","file":"NotoSans-VF_3-rest-latin.woff2"},{"unicodeRange":"U+0100-0130,U+0132-0151,U+0154-017F","file":"NotoSans-VF_3-latin-extended-a.woff2"},{"unicodeRange":"U+0180-024F","file":"NotoSans-VF_3-latin-extended-b.woff2"},{"unicodeRange":"U+1E00-1EFF","file":"NotoSans-VF_3-latin-extended-additional.woff2"},{"unicodeRange":"U+0250-02AF,U+0300-1DFF,U+1F00-1FFF,U+2070-2073,U+2075-20AB,U+20AD-2121,U+2123-218F,U+21BC-2211,U+2213-2214,U+2216-F8FE,U+F900-FEFE,U+FF00-FFFC,U+FFFE-FFFF","file":"NotoSans-VF_3-rest.woff2"}]}},"Libre Baskerville:Regular":{"id":"LibreBaskerville_wght__1","url":"/_woff/v2/LibreBaskerville_wght__1/LibreBaskerville_wght__1.woff2","source":1,"italic":false,"weight":400,"variationAxes":[{"tag":"wght","value":400.0,"name":"Weight"}],"subsets":{"baseUrl":"/_woff/v2/LibreBaskerville_wght__1/","subsetMappings":[{"unicodeRange":"U+0000-00A0,U+00A2-00A9,U+00AC-00AE,U+00B0-00B7,U+00B9-00BA,U+00BC-00BE,U+00D7,U+00F7,U+2000-206F,U+2074,U+20AC,U+2122,U+2190-21BB,U+2212,U+2215,U+F8FF,U+FEFF,U+FFFD","file":"LibreBaskerville_wght__1-english.woff2"},{"unicodeRange":"U+00A1,U+00AA-00AB,U+00AF,U+00B8,U+00BB,U+00BF-00D6,U+00D8-00F6,U+00F8-00FF,U+0131,U+0152-0153,U+02B0-02FF","file":"LibreBaskerville_wght__1-rest-latin.woff2"},{"unicodeRange":"U+0100-0130,U+0132-0151,U+0154-017F","file":"LibreBaskerville_wght__1-latin-extended-a.woff2"},{"unicodeRange":"U+0180-024F","file":"LibreBaskerville_wght__1-latin-extended-b.woff2"},{"unicodeRange":"U+1E00-1EFF","file":"LibreBaskerville_wght__1-latin-extended-additional.woff2"},{"unicodeRange":"U+0250-02AF,U+0300-1DFF,U+1F00-1FFF,U+2070-2073,U+2075-20AB,U+20AD-2121,U+2123-218F,U+21BC-2211,U+2213-2214,U+2216-F8FE,U+F900-FEFE,U+FF00-FFFC,U+FFFE-FFFF","file":"LibreBaskerville_wght__1-rest.woff2"}]}}},"assets":{"6f26614396cd2c303812d8e02f6dc996b4ef7f7e":{"type":"PAINT_ASSET","url":"6f26614396cd2c303812d8e02f6dc996b4ef7f7e.png","size":{"x":4096.0,"y":1936.0}},"f5cd3d151ed569e50d2d09753e796977286eecd8":{"type":"PAINT_ASSET","url":"f5cd3d151ed569e50d2d09753e796977286eecd8.png","size":{"x":970.0,"y":467.0}},"89f0322170003cf2ce32e1b208ca69508f0819fc":{"type":"GENERATED_ASSET","url":"89f0322170003cf2ce32e1b208ca69508f0819fc.png","size":{"x":40.0,"y":40.0},"offsets":{"left":{"value":0.0,"unit":"PERCENT"},"right":{"value":0.0,"unit":"PERCENT"},"top":{"value":0.0,"unit":"PERCENT"},"bottom":{"value":0.0,"unit":"PERCENT"}},"format":"PNG"},"dcb7d460dc41acdbff514928e27eabcbbafa1e4a":{"type":"GENERATED_ASSET","url":"dcb7d460dc41acdbff514928e27eabcbbafa1e4a.png","size":{"x":48.0,"y":48.0},"offsets":{"top":{"value":0,"unit":"PIXELS"},"right":{"value":0,"unit":"PIXELS"},"bottom":{"value":0,"unit":"PIXELS"},"left":{"value":0,"unit":"PIXELS"}},"format":"PNG"}},"stablePathToAssetInfo":{"24:1372":{"hash":"89f0322170003cf2ce32e1b208ca69508f0819fc"},"24:1310":{"hash":"89f0322170003cf2ce32e1b208ca69508f0819fc"},"24:1434":{"hash":"89f0322170003cf2ce32e1b208ca69508f0819fc"},"40:2":{"hash":"dcb7d460dc41acdbff514928e27eabcbbafa1e4a"}},"animateRootIds":[],"siteSettings":{"title":"Julian Garnica","description":"UX Manager & Product Design Leader with 15+ years of experience driving digital transformation, user-centered innovation, and cross-functional team leadership across Telco, Fintech, and Entertainment.","scalingMode":"REFLOW","lang":"en","blockSearchIndexing":true,"googleAnalyticsID":"G-VCNE2MGFFR","faviconFilename":"dcb7d460dc41acdbff514928e27eabcbbafa1e4a.png","labs":{"E5FBBA911B2B7A09E649D4BE6CDF8591EAEFC881":false}},"sourceCodeHash":"d39dca67213f74ae83cad22efecfffb736001efc"}