This project aims to create a blockchain-based platform connecting multiple digital and ecological ecosystems. Its goal is to make conservation actionable by empowering individuals and companies to actively protect the Colombian Amazon.
Field research delivered tangible benefits to local communities and uncovered new opportunities for engagement and participation.
The challenge
The project encountered the immense challenge of bridging a vast, complex analog territory with a global digital market. We set out to:
- Conceive ways to digitalize 5 million hectares of the Amazon, converting biological and cultural data into distinct digital assets.
- Harmonize strict conservation needs with a viable business model that captivates both B2B and B2C segments.
- Cultivate trust and transparency across an ecosystem uniting indigenous communities, global corporations, and scientific partners such as Harvard and the Universidad Nacional de Colombia.
Role & Impact: As a lead designer during this envisioning phase, I spearheaded field research among Amazonian communities, transforming pain points and communities’ needs into actionable insights. I shaped the visual identity, crafted high-fidelity mockups, and delivered the final strategic presentation. I partnered directly with the client, collaborated with the Globant Technical Director to assess architectural feasibility, and explored strategic possibilities and a roadmap approach.
The Process
My involvement spanned the entire envisioning cycle, from deep immersion in the territory to developing and validating the product strategy with stakeholders, ensuring alignment at every step.
Field Research & Insight Generation
- I led the on-the-ground research phase to bridge the gap between ancestral knowledge and digital innovation.
- To ensure robust Indigenous engagement, I conducted workshops and shadowed community leaders, mapping critical environmental and social pain points.
- Following this, we focused on asset identification: defining what information could be transformed into digital assets.
- In parallel, I conducted stakeholder interviews with potential actors and B2B clients to incorporate broader perspectives.
- To ground our findings, I analyzed the market context, referencing ESG trends showing 70% of European consumers demand sustainable products. This identified a clear opportunity for a
Product Envisioning & Definition
- Building on these insights, I worked closely with the client, a Tech Director, and a Business Hacker to help translate our field findings into a scalable product roadmap.
- I helped define the core experience principles, Belong, Discover, and Connect, designed to turn complex conservation into daily habits.
- I collaborated on the value proposition for companies and individuals, creating a roadmap that scales from an MVP to a global community of “Guardians.”
- I owned the visual narrative and the high-fidelity representation of the ecosystem.
Visual Strategy & Prototyping
- Asset Conceptualization: Created mockups for the “Digital Hectare”—an NFT-based 3D model that visualizes fauna, flora, and carbon capture data for 5.09 million unique plots.
- Accessible Design System: Developed a “Nature-Inspired” identity using a high-contrast palette (WCAG AA compliant) to help executives prioritize inclusivity for all users on the platform.
- Strategic Storytelling: Designed the final presentation structure, translating high-level blockchain and data concepts into a compelling and relatable narrative tailored for executive audiences.
- These visuals and visual identity, created with MidJourney, brought cohesion to the final presentation and unified the project’s narrative.
Outcomes
The final envisioning presentation secured stakeholder approval for the project’s strategic roadmap. The main achievement was establishing a “North Star” for the initial client, enabling banks to integrate conservation into their digital banking products. Paving the way for both social impact and business transformation.
Key Takeaways
- Translating Complexity: Transformed advanced blockchain and environmental data into accessible, meaningful experiences for stakeholders.
- Strategic Synergy: Combined a sustainable, high-revenue business model with a core focus on indigenous preservation.
- Scalable Identity: Developed a design system honoring Sacred Treasures’ medicinal recipes and rituals while meeting global technology standards.