LESLIE ARELLANO
Graphic Designer Multi-disciplinary designer currently based in New York City. Services include branding, visual design, UX, art direction, illustration, and photography.


Bloomberg 
User Research


CHALLENGE
The challenge in this project is that designers and engineers at Bloomberg lack a deep understanding of their users, which hinders the creation of truly effective products. Without clear user insights, it becomes difficult to align design decisions with user needs. User profiles could be a key solution in fostering empathy and bridging this gap.

AUDIENCE
DESIGNERS      Designers play a pivotal role in creating user-centered designs. Understanding the target audience helps them make informed decisions and align their designs with user needs, enhancing the overall user experience.

ENGINEERS    Engineers often focus on the technical aspects of a project. Designers can facilitate communication between engineers and users by conveying insights into user needs and behaviors, fostering empathy and collaboration.    

NEW HIRES    New team members who may not yet have a clear understanding of the target user. Educating them about the user helps them contribute more effectively to the design and development process.

ROLE

Create a visual storyboard tailored to Bloomberg Terminal users, designed to help the target audience grasp the values and goals of these users. Each user profile will include a comprehensive data overview, covering aspects such as the user’s job description, segmentation, goals, values, and a "Day in the Life" storyboard.



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.