HOLA JUAN

JUAN CAMILO HERNANDEZ CANTOR ©️

Reinventing Corporate: Simplifying Complexity, Scaling Impact, and Crafting Future-Proof Strategies

SEVEN SENDERS

WORKING STUDENT

Area

Working Student

Team

Marketing and design team of 5

Head of Marketing x1

Senior Designer x1

Working student x1 (me)

Marketing Analysts x3

Year

2024-2025

Tags

UX - UI

EU Logistics & E-commerce

AI Exploration

Cross team Collaboration

Design systems

Marketing

Location

Berlin - DE 🇩🇪

Collaborating with Seven Senses during my time in Berlin was a key step in bridging academic research with professional practice. This experience allowed me to apply strategic design and foresight tools in a corporate ecosystem, simplifying complex processes while supporting long-term sustainability goals. Although certain projects remains confidential, it became a crucial learning space to test my expertise in systems thinking, facilitation, and future-centred innovation.

Joining Seven Senders in Berlin was a decisive moment where I learned to translate strategy into practice. As a Working Student in Brand and Marketing Design, I entered an ecosystem defined by sprint design mode, scalability with a high level of multidisciplinary across others teams align with marketing and design such as sales - dev product and customs, and the logistic complexity of e-commerce Beyond german borders.

My role became a bridge between strategy - exploration and support of execution of projects: connecting strategic & foresight methods learned at uni, UX/UI expertise across my proffesional life, and design systems thinking to create tools that were both functional and meaningful .

AI EXPLORATION

PARCEL AI

Parcel AI was envisioned as a GPT-powered analytics platform to make logistics data more human - turning complex shipment information into clear, conversational insights. I supported the development of its first MVP by shaping how the interface and user experience would unfold. Working closely with product and development team product owners, and developers during a design sprint, I created early Figma prototypes that defined interaction flows, visual hierarchy, and information logic.

My focus was on translating abstract AI capabilities into a tangible product experience — one that allowed users to access real-time shipment KPIs and insights through natural language queries. This early-stage design exploration became the foundation for the platform’s MVP, setting the structure for how teams and clients would later navigate data intuitively, confidently, and in real time.

Using a simple - clear and human tone was essential to achieve a natural communication response when users start asking for key data resources to the chat bot.

Reimagining Processes — Customs & Claims

CUSTOMS ROAD MAP STRATEGY

Turning operational systems into human-centred experiences.

Worked with engineers to redesign internal tools (Customs API and Claim Center), simplifying complex workflows, improving data visualisation, and enabling quicker, evidence-based decisions for teams and clients.

Before updating visuals

New design interface 2025

Customer journey map / Information architecture

Communicating Transparency — MARKETING Strategic Storytelling

MARKETING ASSETS

From logistics to narrative.Developed design content for LinkedIn, events, and the company’s web platform. Focused on transforming technical language into visual storytelling that reinforced the brand’s commitment to clarity and trust — showcased at Deliver Europe, Amsterdam.

Scaling Design Culture — Systems & Collaboration

Building tools for those who design and those who don’t. Rebuilt the internal design system in Figma, ensuring flexibility and accessibility for both designers and non-designers. Introduced shared libraries and documentation to support an open feedback culture across departments.