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“UX is always moving and evolving”

Mexico, June 27th, 2017

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Mexican creative company Masclicks was founded seven years ago, as a digital agency. According to Ana Vargas, Head of Design and Partner at Masclicks, what sets the agency apart is its inclusive spirit, where employees and clients alike can feel at home.

“We make our clients and our team grow as we build new experiences with value,” points out Ana and adds, “As a company we act as a family that respects, admires and takes care of each other. We are always true and never leave anyone behind, as each one is a person of the greatest quality both inside and outside work.”

Ana’s incursion into the digital world started, in the age of flash websites. “I was a high school student with a lot of free time and a natural curiosity for organising things,” she recalls. “In some way I started learning by myself before finally going to college for proper education.”

After a couple of years dwelling in the ‘BTL’ exams world, Ana took to looking for a job that would fulfil her first great passion that was working on the web. She joined Masclicks five years ago and she has never looked back. She is now the head of design and a partner at the agency.

“The best thing that can ever happen to a person is to find like minded individuals. At Masclicks, every member of our teams has a thirst for knowledge. This keeps us humble. We learn from people and circumstance, and believe in the just value of our work and also in taking great care of our client’s investments. Masclicks has become a very precious thing to me.”

When she is not at work, Ana has a passion for sci-fi. “If it’s fiction I probably know it, I’m a sucker for all the universes sci-fi on offer from videogames, movies, board games, you name it!”

What do you rebel against as a company?

We are against half-baked, poorly conceived products that don’t understand their clients or users viewpoints. We take great care to understand the needs of our clients to build a long lasting relationship and go beyond together.

You need to take your values to heart. Do things the right way in a world where you will be pushed to mediocrity.

In your opinion, what ingredients are key to create a successful UX design?

1. In first place you need to learn about your client and their business.

2. You also need to understand the end user.

3. Assess what these two parties can give to each other ad how they will benefit from it.

4. Then figure out the flow of your users, not only where they will go, but how and when, so you can have the most flawless experience possible.

5. And finally listen to the feedback. UX is always moving and evolving as our users learn we should grow with them.

How do you work out your design taking into account your target audience or users?

After doing our research, we detail the characteristic of the end user and thus create a ‘persona’.

When I am designing, I keep at the front my mind a very clear mental picture about how I imagine this persona moving and the expression they will make.

The way we humans communicate is far greater than words, so I try to translate those things into my designs.

Which are the most important web tools that you use?

My web browser is loaded with plug ins, particularly for accessibility. Analytics, InVision and Toggl are so very useful too.

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Can you tell us about a project you worked on and that was especially successful?

GNP, one of the largest insurance providers of México, rewards its best agents with annual trips to congresses and workshops around the world.

The information the company had about all the different options for classes and activities, was very fragmented. If there were any changes, these couldn’t be done on the go in print media, so people wouldn’t find out on time.

With these points in mind, we design and develop an app that is not only capable of giving vital data for the agents about general locations, but that also allows them to sign up to activities and tours and get notifications for attendees of specific groups in the moments they need it most.

For two years now we have had our team on site in these events ready to give support, watch users and get all of their feedback. This has given us insight for the improvements and new features that they need, such as board passes, currency converters and surveys; making these trips easier and more joyous for both organisers and attendees.

How do you imagine the UX concept to work in the future?

When I think of the future, I keep thinking about robots. But they will have to work in a more organic way. They will need to have a better relational memory and empathy. They have to become something.

Name a challenge your team is currently facing.

Our current challenge is that we keep growing both in employees number and on the size of our projects, but we want to retain our identity as family. We want to keep being close, even when our team has a wide range of interests and ages.

Are there online publications, professionals, industry leaders you follow?

I do follow a million different blogs and trend sites. I like Mike Michalowicz`s twitter with his entrepreneurial tips and insightful views. I also read Wired Magazine and Forbes.

I also listen to lots of different podcasts is a great way to broaden my horizons while working.

Please list a few of your favourite digital brands:

I like Oreo’s quirkiness in social mediais a delightful. Design tool InVision has a very good graphic style. And Samsung Galaxy, well, it is just beautiful!

What piece of advice would you give a recent grad looking to work in digital marketing?

Be open and ready to learn anything and everything in the least expected places.

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By Geny Caloisi.
genyc@topinteractiveagencies.com

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