Giuseppe Orellana

Selected work.

Four projects where the interesting decision wasn't the interface, it was figuring out what the real problem was first.

04 projects 2018 — 2026 e-commerce · social commerce · B2B2C · service design

012026

Senior Product Designer · Yanbal · B2B2C e-commerce · 5 LATAM markets

Yanbal

With a six month deadline, we chose field research over racing to ship, and found a $440K comprehension gap nobody knew was there.

read case study +12% autonomous · +10% AOV
Isometric montage of the redesigned Yanbal e-commerce platform across mobile and desktop.
022024

Product Design Lead · Favo · Social commerce · $55M raised

Favo

Instead of optimizing a stalling feature, we asked who was actually buying, and learned 30% never used the app at all.

read case study 7% → 14% conversion · 10K → 35K DAU
Isometric montage of the Favo social-commerce app across mobile screens.
032021

Product Designer · Quantum Talent · AI recruiting SaaS · B2B

Quantum Talent

65% of recruiters logged in only to hit “Export” and leave. We read that not as a bug, but as a confession, and redesigned around it.

read case study 10 / 12 completed every task · shipped as V1
Quantum Talent recruiting dashboard — candidate filtering and hiring success forecast
042018

Interaction Designer · Real Plaza Innovation Lab · 0→1 service design

Real Plaza — Pequeplanes

We didn't build the platform first. We ran the cheapest version of it, a weekly newsletter, and let real behaviour decide what to build.

read case study newsletter → web → a physical venue
Pequeplanes.pe platform and the finished venue at Real Plaza Salaverry — activity detail page, mobile screens, branded workshop cards