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I'm mara henao, digital designer based in Barcelona.

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Client
Buddy Service
Role in project
UI/UX & Brand Designer
Responsabilities
UI design · User flows · Inclusive design · Product thinking · Visual design
Year
2021-2022

Inclusive product and brand design for
Buddy Service App

Buddy Service was a digital initiative aimed at improving the travel experience for people with accessibility needs by offering adapted products and services during their stay.
The project involved the creation of the brand identity and the design of a mobile app focused on autonomy, trust, and ease of use.

The Challenge

The challenge was to design a brand a product that felt approachable, human, and empowering, moving away from the cold and problem-focused tone commonly found in services for people with disabilities

User & Needs

Buddy Service was designed for people with accessibility needs traveling alone or accompanied, as well as for family members or caregivers seeking peace of mind during the trip

The approach

The app was conceived as a simple and intuitive tool that supports users throughout their journey.

Brand & Visual Identity

Buddy Service’s visual identity aims to balance professionalism and approachability.
Traditional visual codes of the sector were avoided in favor of an optimistic, accessible, and human tone.

This system was consistently applied across:
The smile 🙂 works as a symbol of closeness and satisfaction, reinforcing the idea of a friendly service — like a companion during the journey.

Outcome & Learnings

Although Buddy Service did not evolve into an active product, the project generated valuable learnings in inclusive design, accessibility, and human-centered digital products.

Developed within a startup context, with limited time and resources, the process prioritized user understanding and discovery — especially important when designing inclusive platforms.

The MVP was tested during a beta phase in Barcelona and received positive user feedback. Centralizing services and information into a single application helped reduce friction and save time in key tasks such as travel planning and service management, increasing autonomy, confidence, and peace of mind for both users and their companions. This project reinforces a vision of design as a tool to create more human, meaningful experiences.

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