ASUM
A product design challenge focused on logistics, collaboration, and cultural context.
Role: Product Designer · UX/UI Designer
Type: Company Design Hackathon
Timeline: 3 days (Dec 11-13, 2023)
Context
ASUM was a design challenge focused on creating a mobile product to organize and coordinate asados, a deeply social and culturally significant experience.
The goal was to design a tool that helps groups plan an event: defining roles, assigning responsibilities, managing supplies, and keeping everyone aligned.
All of above, without adding friction to what should feel informal and enjoyable.
In just 3 days, I covered product thinking, UX strategy, UI design, and visual system definition, from concept to high-fidelity execution.
Problem
Organizing a friend gathering is not that simple. Conversations are fragmented across chats, responsibilities are unclear, and coordination usually relies on memory and informal agreements.
The core problems to solve were:
How to clearly assign roles and tasks without creating complexity
How to keep information centralized and visible to everyone
How to design a product that feels culturally familiar, keeping the social nature of the experience
The challenge was to structure chaos without over-structuring the experience.
Approach
Understanding the social context
Research shows that 93.7% of Argentines consider asado their national dish, and the majority gather regularly - even with a 40% increase in meat prices.
After, I mapped the real dynamics of organizing an asado: who usually leads the event, how roles are decided (host, grill, guests), what information people actually need, etc.
This helped me design around existing behaviors, not impose artificial workflows.
Product structure & UX strategy
The experience was designed to be easy to understand at a glance, minimizing friction and reducing back-and-forth communication.
Clear event creation
Price comparison
Defined participant roles
Centralized event details
Shared task lists
Expense tracking
Visual identity & UI System
I built a strong visual language inspired by:
Fire, warmth and gathering - culturally resonant
Bold shapes and colors to reflect energy and community
Clear hierarchy to support fast scanning and coordination
Using a consistent component system, I ensured the UI remained scalable and readable across flows while maintaining a distinctive identity.
Wireframes & High fidelity design
I translated the structure into wireframes and later on, high-fidelity mobile screens, focusing on clear task ownership, visual feedback for status and completion, consistent navigation patterns, strong contrast and legibility.
The UI supports collaboration without becoming visually overwhelming.
Outcome
This project showcases my ability to turn a traditionally messy process into a clear, shared experience.
In a short timeframe, I:
Structured complex social coordination into an intuitive UX
Designed around real human behaviors, not idealized flows
Balanced flexibility and structure to preserve the cultural nature of the asado
Created a bold but functional visual system that supports clarity and action
Delivered a cohesive product vision, from concept to high-fidelity UI
ASUM reflects my approach to product design: human-centered, system-driven, and visually intentional.