Adriana Ojeda

Service & Strategic Designer

  • Based inMadrid, Spain
  • Open toRelocation & remote
  • LanguagesSpanish, English (C2)

I design products, services and digital ecosystems that strengthen the relationship between brands and people.

Ten years leading multidisciplinary teams across sports, entertainment, education, aviation and finance, from research and strategy to shipped product.

Most recently I led the concept and experience design for FIFA Rewards and the FIFA Passport, the loyalty layer of the FIFA World Cup 2026 fan ecosystem.

3M+fans in FIFA Rewards, the loyalty program I designed, by the end of the World Cup 2026fans in FIFA Rewards
6Mdownloads of the official FIFA World Cup 26 app, where I led design end to endWorld Cup app downloads
#1Apple TV App of the Year 2022 went to ViX, where I led UX & service designApple TV App of the Year (ViX)
5MAeromexico Club Premier members, represented through the lifestyle personas I designedAeromexico loyalty members
Work

Selected work

Projects

Things I built

designatlas.org · ES / EN · Live

Public Design Atlas

An open, bilingual reference to the design field, linked to its original sources. I created it and edit it.

Visit the site ↗︎ Public Design Atlas home page
Talks & workshops

Speaking & facilitation

Adriana lecturing at Harvard Graduate School of Design
Harvard GSD · Nov 2019

Service Design Backlog

Invited lecture in the Latin GSD Lecture Series on how service design shapes user experience through technology.

Service Design Network Mexico event audience
Service Design Network · Mexico

SD Drinks Mexico

As SDN chapter representative I ran SD Drinks Mexico, a recurring meetup with local and international speakers for the service design community in Mexico City.

CDMX Service Jam 2019 poster
Global Service Jam · 2019

CDMX Service Jam

A 48-hour jam to experiment and learn service design and design thinking, organised with Touchpoints MX and SDN Mexico.

Co-creation workshop with a client team
Client work · 2016–2026

Co-creation workshops

Co-creation and ideation workshops for FIFA, Great Minds, Copa Airlines, Aeromexico and BBVA, and design thinking training for Mexico's National Electoral Institute (INE) and Pemex.

Writing

Publications

About

Experience & skills

Experience

  1. 2023 – 2026FIFADesign LeadMadrid
  2. 2018 – 2023GlobantDirector, Service DesignMadrid · Mexico City
  3. 2022RoundfeatherLead Design ManagerRemote
  4. 2017 – 2018BBVASenior UX Researcher & Service DesignerMexico City
  5. 2016SBBLead Service DesignerMexico City

Teaching & education

  1. 2019Harvard GSDInvited lecturer, MDE programCambridge, MA
  2. 2018 – 2020Service Design NetworkChapter representativeMexico City
  3. 2018CENTROSpecialization in Futures DesignMexico City
  4. 2016 – 2018Ibero · Tec de MonterreyProfessor, Strategic Design master'sMexico City
  5. 2017Tec de MonterreyDiploma in Behavioural EconomicsMexico City
  6. 2016Design Thinkers AcademyDesign Thinking BootcampToronto
  7. 2015 – 2016BAU College of Arts & DesignMA Innovation & Service DesignBarcelona
  8. 2011EM StrasbourgCross-Cultural Business (exchange)Strasbourg
  9. 2009 – 2013Tec de MonterreyBA Industrial DesignLeón

Skills

ResearchUser research, contextual inquiry, usability testing, behavioural insightsStrategyService design, experience strategy, blueprints and journey maps, fan experience and loyaltyLeadershipProduct definition, design systems and DesignOps, workshop facilitation, team leadershipToolsFigma, Miro, Maze, Notion

Let's talk.

Open to service design, design strategy and design leadership roles. Based in Madrid, open to relocation and remote. Also available for teaching and speaking.

The situation

What I did

Methods

AOAdriana OjedaService & Strategic Designer
AO
Written byAdriana Ojeda

Service designer and design strategist. Ten years designing services, products and loyalty experiences for FIFA, Globant clients, BBVA and more. Invited lecturer at Harvard GSD.

Follow on LinkedIn ↗︎