Top Talent like Lorena are on Pangea

Pangea, a YC company, connects companies with fractional talent. Fractional hiring allows companies to move faster and work with more specialized talent, while giving talent more flexibility and independence. If you are talent open to fractional work, apply here. If you’re a company looking for high-quality fractional talent, learn more here.

Lorena Maceratesi

User Researcher • Product Manager • UX Designer • Madrid, MD, ES
Training
Problem Solving
Prototyping
Mentoring
Advice
Service design
Leadership
Notion
Human-centered design
Card Sorting
Management
Customer Experience
Design Systems
Process Improvement
Process Optimization
Affinity Diagrams
Heuristic Evaluation
Design
Web Accessibility
Product Strategy
Design Research
Participatory design
UX
Design Thinking
UI/UX Design
Usability Testing
User Research
User-Centered Design
User Personas
Journey Mapping
User Flows
UX Strategy
UX research
Available for hire fromNegotiable
Contracts
Strategic Thinking | Product Strategy Lead | Facilitator of innovation workshops | Mentor for Startups & Entrepreneurial Growth
I’m a Fractional Head of UX & Design with over 18 years of experience helping startups and growing teams build user-centred products that drive business success. I specialize in aligning UX strategy with company objectives, implementing scalable design processes, and mentoring teams to elevate UX maturity. My expertise spans research, design systems, and cross-functional collaboration, enabling companies to streamline workflows, optimize team performance, and create products that resonate with users. I’ve led design transformations that improved product-market fit, increased adoption, and strengthened decision-making through research-backed insights. Previously, as co-founder of Holistic Interaction, I partnered with organizations to craft and execute strategic design initiatives. Now, I work alongside startups, ensuring their UX practice scales effectively—bridging the gap between user needs and business goals to deliver real impact.

Projects

Redefining Holoride’s Value Proposition and Monetization Strategy

Context & Challenges Holoride, a Munich-based startup spun off from Audi, developed an immersive in-car VR entertainment system designed to reduce motion sickness. However, their approach was technology-first rather than product-first, and their value proposition lacked validation. I joined the project to bridge this gap, realign their research strategy, and provide clarity on product-market fit. Through stakeholder interviews and user testing, I uncovered two critical challenges: Unverified Core Value Proposition – The claim that Holoride reduces motion sickness had not been thoroughly tested. Unstructured Monetization Model – The pricing structure and checkout flow were complex and unclear to users. Approach & Execution To address these challenges, I designed a dual research strategy: 🔹 Validating the Value Proposition – Conducted user testing, AI-driven data analysis, and structured stakeholder interviews to assess whether the product delivered on its promise. 🔹 Optimizing Monetization & UX Strategy – Ran A/B tests and card sorting exercises to simplify the checkout experience and refine pricing structures. Identified a subscription model as the best monetization approach. Results & Business Impact ✅ Clarity on Value Proposition – Provided data-backed insights that reshaped the company’s messaging and product positioning. ✅ Simplified User Experience – Improved information architecture, reducing friction in the user journey. ✅ Refined Monetization Strategy – Shifted to a subscription model, aligning with user expectations and business scalability. By combining UX strategy, research, and business thinking, I helped Holoride move from a tech-driven pitch to a validated, user-centered product strategy—driving adoption and positioning the company for growth.See More

Transforming Mercantil Andina’s Customer Experience Through UX Strategy

Context & Challenges Mercantil Andina, an insurance company undergoing digital transformation, sought to implement user-centric processes to enhance customer experience. They engaged me to audit the entire insured user journey, pinpoint pain points, and resolve the most critical issues. Key challenges included: Mapping the full customer journey to identify friction points. Prioritizing & resolving 70% of key issues within six months. Guiding the transition to a user-centric approach, establishing squads, and adopting best practices. Approach & Execution I conducted a comprehensive UX audit, leveraging: 🔹 Stakeholder Interviews & Service Blueprint Workshops – Mapped user interactions, visualized friction points, and aligned teams on user needs. 🔹 Heuristic Evaluations & Omnichannel Analysis – Assessed website, app, WhatsApp, and web chatbot experiences for inconsistencies and usability issues. 🔹 Design System Review – Evaluated scalability and alignment across digital touchpoints. Results & Business Impact ✅ Resolved 70% of critical pain points in six months. ✅ Optimized Chatbot Communication – Standardized flows, improved clarity, and established tracking metrics (NPS, engagement). ✅ Redesigned App Onboarding – Simplified steps, enhancing adoption and user experience. ✅ Improved Policy & Documentation – Simplified insurance documents, boosting accessibility. ✅ Revamped Email Communication – Increased clarity and engagement across customer touchpoints. By combining UX research, service design, and strategic execution, I streamlined customer interactions, enhanced omnichannel consistency, and embedded user-centered practices within the organization—accelerating their digital transformation.See More

Work History

H

UX & Innovation Strategist | Product Manager

Holistic InteractionCofounded a Boutique Design Strategy Studio, leading UX and innovation strategies for startups and growth-stage companies. Involved in financial and administrative management, designed digital services, facilitated innovation workshops, and mentored startups.
T

Expert Mentor in Product Management

TechstarsHelped define annual goals, mapped needs, identified opportunities, and collaborated on process optimization.
G

Mentor and Design Sprint Facilitator

Google for Startups LatamEmpowered CEOs and teams in design, strategy, UX, and fostering effective team dynamics. Facilitated design sprints to drive innovation and impactful solutions in the startup ecosystem.
P

Service Designer - Researcher

PaginarLed user-centered design projects, enhancing digital experiences for various institutions. Conducted research, facilitated workshops, and designed strategies for Teatro Real, RTVE, Museo del Prado, and RFEA.
C

Instructor Coordinator

Centro de e-Learning UTN FRBACoordinated instructors for courses on Design Thinking, Prototyping, Design Sprint, and User Experience Design. Designed course syllabi and iterated on educational offerings based on feedback.
B

Tenured Professor

Buenos Aires UniversityContract EmployeeProyectos Audiovisuales Interactivos is the first subject in the Faculty of Architecture, Design, and Urban Planning to have a syllabus designed entirely with UX and design thinking methodologies. As a tenured professor, I created the syllabus and content for this subject. HTTP://www.paifadu.com

Education

U

University of Buenos Aires

Image and Sound Designer, Image and Sound Design1998 - 2003
C

Crehana

Agile Project Management, Agile Methologies2022
L

LabGobAr

Agile Design of Public Policies, UX & Public Policies2018
I

IDF Foundation

How to Design for Augmented and Virtual Reality, VR, AR Design2008 - 2018
U

Universidad de Palermo

User Experience Design, UX2016
U

University of Buenos Aires

Branding Design and implementation, Branding2006
N

Nacional 19 - Luis Pasteur

Bachiller, Bachiller1993 - 1997
C

Centro de e-Learning UTN FRBA

CACC -, Educación y Capacitación2016
C

Centro de e-Learning UTN FRBA

PHP y MySQL Intermedio, Informática y Sistemas2014
C

Centro de e-Learning UTN FRBA

PHP y MySQL inicial, Informática y Sistemas2013

How Pangea Works

Effortlessly discover top talent

We’ve distilled the candidate search from endless hours down to just a few minutes. Using Pangea’s AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company’s niche and your needs to find the perfect match faster than any traditional hiring platform.

Start working with talent today

The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea’s fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team’s capabliities flexible.

Track work and invoices in one place

Assign tasks, track progress, and complete invoices all on Pangea. We’ve combined every part of the hiring process into one platform to eliminate the miscommunication that’s unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call
Strategic Thinking | Product Strategy Lead | Facilitator of innovation workshops | Mentor for Startups & Entrepreneurial Growth
I’m a Fractional Head of UX & Design with over 18 years of experience helping startups and growing teams build user-centred products that drive business success. I specialize in aligning UX strategy with company objectives, implementing scalable design processes, and mentoring teams to elevate UX maturity. My expertise spans research, design systems, and cross-functional collaboration, enabling companies to streamline workflows, optimize team performance, and create products that resonate with users. I’ve led design transformations that improved product-market fit, increased adoption, and strengthened decision-making through research-backed insights. Previously, as co-founder of Holistic Interaction, I partnered with organizations to craft and execute strategic design initiatives. Now, I work alongside startups, ensuring their UX practice scales effectively—bridging the gap between user needs and business goals to deliver real impact.

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call

Top Talent like Lorena are on Pangea

Pangea, a YC company, connects companies with fractional talent. Fractional hiring allows companies to move faster and work with more specialized talent, while giving talent more flexibility and independence. If you are talent open to fractional work, apply here. If you’re a company looking for high-quality fractional talent, learn more here.

Lorena Maceratesi

User Researcher • Product Manager • UX Designer • Madrid, MD, ES
Training
Problem Solving
Prototyping
Mentoring
Advice
Service design
Leadership
Notion
Human-centered design
Card Sorting
Management
Customer Experience
Design Systems
Process Improvement
Process Optimization
Affinity Diagrams
Heuristic Evaluation
Design
Web Accessibility
Product Strategy
Design Research
Participatory design
UX
Design Thinking
UI/UX Design
Usability Testing
User Research
User-Centered Design
User Personas
Journey Mapping
User Flows
UX Strategy
UX research
Available for hire fromNegotiable
Contracts

Projects

Redefining Holoride’s Value Proposition and Monetization Strategy

Context & Challenges Holoride, a Munich-based startup spun off from Audi, developed an immersive in-car VR entertainment system designed to reduce motion sickness. However, their approach was technology-first rather than product-first, and their value proposition lacked validation. I joined the project to bridge this gap, realign their research strategy, and provide clarity on product-market fit. Through stakeholder interviews and user testing, I uncovered two critical challenges: Unverified Core Value Proposition – The claim that Holoride reduces motion sickness had not been thoroughly tested. Unstructured Monetization Model – The pricing structure and checkout flow were complex and unclear to users. Approach & Execution To address these challenges, I designed a dual research strategy: 🔹 Validating the Value Proposition – Conducted user testing, AI-driven data analysis, and structured stakeholder interviews to assess whether the product delivered on its promise. 🔹 Optimizing Monetization & UX Strategy – Ran A/B tests and card sorting exercises to simplify the checkout experience and refine pricing structures. Identified a subscription model as the best monetization approach. Results & Business Impact ✅ Clarity on Value Proposition – Provided data-backed insights that reshaped the company’s messaging and product positioning. ✅ Simplified User Experience – Improved information architecture, reducing friction in the user journey. ✅ Refined Monetization Strategy – Shifted to a subscription model, aligning with user expectations and business scalability. By combining UX strategy, research, and business thinking, I helped Holoride move from a tech-driven pitch to a validated, user-centered product strategy—driving adoption and positioning the company for growth.

Transforming Mercantil Andina’s Customer Experience Through UX Strategy

Context & Challenges Mercantil Andina, an insurance company undergoing digital transformation, sought to implement user-centric processes to enhance customer experience. They engaged me to audit the entire insured user journey, pinpoint pain points, and resolve the most critical issues. Key challenges included: Mapping the full customer journey to identify friction points. Prioritizing & resolving 70% of key issues within six months. Guiding the transition to a user-centric approach, establishing squads, and adopting best practices. Approach & Execution I conducted a comprehensive UX audit, leveraging: 🔹 Stakeholder Interviews & Service Blueprint Workshops – Mapped user interactions, visualized friction points, and aligned teams on user needs. 🔹 Heuristic Evaluations & Omnichannel Analysis – Assessed website, app, WhatsApp, and web chatbot experiences for inconsistencies and usability issues. 🔹 Design System Review – Evaluated scalability and alignment across digital touchpoints. Results & Business Impact ✅ Resolved 70% of critical pain points in six months. ✅ Optimized Chatbot Communication – Standardized flows, improved clarity, and established tracking metrics (NPS, engagement). ✅ Redesigned App Onboarding – Simplified steps, enhancing adoption and user experience. ✅ Improved Policy & Documentation – Simplified insurance documents, boosting accessibility. ✅ Revamped Email Communication – Increased clarity and engagement across customer touchpoints. By combining UX research, service design, and strategic execution, I streamlined customer interactions, enhanced omnichannel consistency, and embedded user-centered practices within the organization—accelerating their digital transformation.

Work History

H

UX & Innovation Strategist | Product Manager

Holistic InteractionCofounded a Boutique Design Strategy Studio, leading UX and innovation strategies for startups and growth-stage companies. Involved in financial and administrative management, designed digital services, facilitated innovation workshops, and mentored startups.
T

Expert Mentor in Product Management

TechstarsHelped define annual goals, mapped needs, identified opportunities, and collaborated on process optimization.
G

Mentor and Design Sprint Facilitator

Google for Startups LatamEmpowered CEOs and teams in design, strategy, UX, and fostering effective team dynamics. Facilitated design sprints to drive innovation and impactful solutions in the startup ecosystem.
P

Service Designer - Researcher

PaginarLed user-centered design projects, enhancing digital experiences for various institutions. Conducted research, facilitated workshops, and designed strategies for Teatro Real, RTVE, Museo del Prado, and RFEA.
C

Instructor Coordinator

Centro de e-Learning UTN FRBACoordinated instructors for courses on Design Thinking, Prototyping, Design Sprint, and User Experience Design. Designed course syllabi and iterated on educational offerings based on feedback.
B

Tenured Professor

Buenos Aires UniversityContract EmployeeProyectos Audiovisuales Interactivos is the first subject in the Faculty of Architecture, Design, and Urban Planning to have a syllabus designed entirely with UX and design thinking methodologies. As a tenured professor, I created the syllabus and content for this subject. HTTP://www.paifadu.com

Education

U

University of Buenos Aires

Image and Sound Designer, Image and Sound Design1998 - 2003
C

Crehana

Agile Project Management, Agile Methologies2022
L

LabGobAr

Agile Design of Public Policies, UX & Public Policies2018
I

IDF Foundation

How to Design for Augmented and Virtual Reality, VR, AR Design2008 - 2018
U

Universidad de Palermo

User Experience Design, UX2016
U

University of Buenos Aires

Branding Design and implementation, Branding2006
N

Nacional 19 - Luis Pasteur

Bachiller, Bachiller1993 - 1997
C

Centro de e-Learning UTN FRBA

CACC -, Educación y Capacitación2016
C

Centro de e-Learning UTN FRBA

PHP y MySQL Intermedio, Informática y Sistemas2014
C

Centro de e-Learning UTN FRBA

PHP y MySQL inicial, Informática y Sistemas2013

How Pangea Works

Effortlessly discover top talent

We’ve distilled the candidate search from endless hours down to just a few minutes. Using Pangea’s AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company’s niche and your needs to find the perfect match faster than any traditional hiring platform.

Start working with talent today

The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea’s fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team’s capabliities flexible.

Track work and invoices in one place

Assign tasks, track progress, and complete invoices all on Pangea. We’ve combined every part of the hiring process into one platform to eliminate the miscommunication that’s unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call
Pangea empowers fractional work across the world for marketing and design roles.