El dicho “zapatero, a tus zapatos”, es cada vez más difícil de aplicar, porque muchas empresas están ampliando su propuesta de valor hacia negocios que parecen estar lejos de lo que considerábamos su core. Esto tiene que ver con empezar a pensar desde una perspectiva customer centric y no product centric.

Un gran ejemplo es Ferrovial, y su Chief Information and Innovation Officer, Dimitris Bountolos, nos lo explicó muy bien en el webinar “Cómo recuperar clientes desde la experiencia”, que organizamos junto al Círculo de Empresarios hace algunas semanas.

Se trata de uno de los principales operadores globales de infraestructuras…


Customer Journey (Unsplash)
Customer Journey (Unsplash)

Por Laura Iriarte, Marketing & Communications Manager en Mormedi

Hace algunas semanas tuvimos la oportunidad de organizar el webinarCómo recuperar y captar clientes a través de la experiencia“, junto al grupo de trabajo de Ciencia e Innovación del Círculo de Empresarios, una organización sin fines de lucro que reúne a representantes de las principales empresas que operan en España, tanto nacionales como multinacionales.

En el evento pudimos escuchar los casos de éxito de compañías que han sabido madurar la disciplina de la experiencia al cliente, como Ferrovial y Banco Santander, así como contar con la perspectiva de Mormedi. …


This interview to Mormedi’s CEO, Jaime Moreno, was written by Marl Errett from AIX Hub

The latest trends and reports are showing that narrow-body aircraft are set to lead the recovery for both short- and long-haul flights. However, this will lead to some design problems that airlines, seat manufacturers and OEMs will need to tackle with new innovations and designs.

To get an idea of how airlines can overcome these problems in 2021 and beyond, we sat down (virtually) with Jaime Moreno, founder and CEO, Mormedi, a strategic design and innovation consultancy.

A few years ago, Iberia entrusted Mormedi with the design of its new fleet of A330 aircraft’s Business and Tourist Classes, as well as the later update of the Business Class in the A350s.
A few years ago, Iberia entrusted Mormedi with the design of its new fleet of A330 aircraft’s Business and Tourist Classes, as well as the later update of the Business Class in the A350s.

What will need to change for the airline industry to recover?

The COVID-19 pandemic has put global airlines under…


By Juan David León, Strategic Designer at Mormedi

A few weeks ago, I attended the 2020 Virtual Service Design Global Conference: a two-day event with over 800 participants from 50 different countries and top-level exhibitors.

Of all the presentations, the one that particularly struck me was on the concept of Universal Design. The topic is well known within the design world, but I believe there are still plenty of opportunities to apply it across many industries. …


By Juliane Trummer, VP of Strategy and Design at Mormedi

Last Tuesday, December 8th, I had the opportunity to present together with María José Vargas Díez, Head of Innovation Strategy and Culture at Talgo at the RedCabin Railway Interior Innovation Summit, a two-day event that gathered together over 60 representatives from rail operators, manufacturers, and design firms to share and explore ideas for the future of rail.

Due to increased competition and the effects of liberalization, a fresh wind is blowing through the rail industry. …


By Maruan El Mahgiub, Director of Business Strategy, Mormedi

For many companies, creating new services that are desirable to consumers is a challenging task. Especially for manufacturing companies, it requires moving away from the core of what makes you money, towards something that is completely unknown.

However, there are 3 key things that any company should keep in mind when attempting to build new services to increase the chances of success.

  1. Use the power of your internal network

It used to be the case that companies would be more successful the more they specialised. This caused companies to create very…


By Jaime Moreno, Founder and CEO, Mormedi

This year, the lifestyles of people all over the world have had to change. Digitalisation has, in many ways, happened “overnight”. This has affected everyone: from large companies to SMEs to public institutions and, of course, people of all ages and in all countries.

Banks have witnessed these shifts around the world. They were the ones in charge of keeping the economy moving in the midst of lockdowns everywhere. According to the guest speakers in one of our recent webinars, in Latin America, companies such as Banco Pichincha, Bancolombia, and BBVA reported an increase of over 30% in the use…


Por Gabriel Pérez-Seoane, Arquitecto Mormedi

A mi juicio, ya sean espacios privados o públicos, exteriores, ni que decir de los interiores, desde el mundo de la arquitectura, la crisis sanitaria ha traído cambios en el concepto de “espacio” que van a ser permanentes.

A muchos nos ha pasado que, hasta antes del confinamiento, pensábamos que teníamos la casa perfecta. Claro, era perfecta para dormir, comer y hacer un poco de vida de salón a la hora del telediario. No para hacer vida en casa. Parte de mi familia es danesa y ellos han estado acostumbrados desde siempre a pasar mucho…


Por Jaime Moreno, Fundador & CEO de Mormedi

La economía no puede parar y la digitalización es la herramienta que ha permitido a la Banca garantizar sus servicios en medio de la crisis sanitaria. Sin embargo, por sí sola, la digitalización no vale nada. Es sólo una herramienta y, como toda herramienta, sin usuarios que la sepan utilizar, no tiene tanto valor.

Tan sólo en los últimos tres años, los bancos a nivel mundial han invertido más de un trillón de dólares en “la herramienta”, es decir en transformación digital, esto incluye los bancos de LATAM.

Pre-Covid, el uso de…


by Millaray Vega, Mormedi Strategic Designer

There can be no doubt that the COVID-19 pandemic has been a tragedy for the airline industry. But, to say that the pandemic is to blame for the industry’s crisis might not be entirely true. The industry’s structural problems predate this latest crisis. The pandemic has helped nudge the industry off a precipice, but this need not be a fall into a void; this could be an opportunity to rethink the aviation business model, and to take the first steps to becoming a sustainable industry in every sense of the word.

Think about the…

Mormedi

Mormedi is a strategic design consultancy specialized in Innovation through customer experience in the areas of service design, product design and digital.

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