LESLIE ARELLANO
Graphic designer based in New York City

BLOOMBERG — User ProfilesThe primary challenge is that Bloomberg’s designers and engineers lack user insights, making it difficult to align product decisions with actual user needs. Developing detailed user profiles—featuring job descriptions, segmentations, core goals, values, and a "Day in the Life" visual storyboard—will foster empathy and bridge the gap between team assumptions and real Bloomberg Terminal workflows.


PART ONE — Research Methods
With no prior knowledge of the financial market, I had to explore various resources to familiarize myself with complex financial concepts. To guide my research, I collaborated with key stakeholders in the UX Department, who helped me identify the roles to focus on for each user profile. I conducted several user interviews and examined internal user workflow data. Additionally, I completed the Bloomberg Market Concepts (BMC) online course and used Investopedia.com to fill in any gaps in my financial understanding.



PART TWO  — Visual Design
During my time at Bloomberg, there were no specific illustration guidelines to shape my design approach. As a result, I created several visual illustration concepts for the user profiles. The key challenge was to ensure my designs stayed in line with Bloomberg’s overall brand guidelines. In the end, I developed visual storyboards that captured a smart, open, and dynamic vibe. These illustrations are intended to convey a sense of forward momentum—bold yet approachable, and confident without being arrogant.