Visa Go!
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The Brief:
Make Visa the preferred payment method over others at the point of sale. 

I was digital product design director on the team that created a series of strategic programs to make Visa the preferred payment method over cash at the point of sale. 

This project included looking at how Visa can provide compelling online, point of sale and socially oriented
services and experiences that would make the consumer choose Visa. 

The example is below is one of the programs. 

Research Insight: 
Selecting your payment option at point-of-sale is more habit than conscious choice, making it very difficult to change. in Visa World of Change I considered how we might we turn everyday transactions into socially rewarding actions.

Visa World of Change! 

With every transaction, cardholders donate one penny to a cause they care about. As people around the world join in, pennies add up to big changes, giving cardholders a real reason to use Visa over cash.

Purchase Funnel: Focus on point of transaction
Channels: Targeted point of sale placements and social networks
MCC’s: Inclusive of all categories •Global: Identify charity with global appeal and tailor executions and communication channels based on countries digital lifestyle
POS Considerations: Core to the idea, advertising will focus on POP placements to drive Visa preference at the final step of the transaction

1. Visa kicks off World of Change by contributing $1 million (in line with FY09 levels) to five charities it already supports.
2. Initially, Visa partners with it’s the top issuer in each of the five markets.
3. Visa/AKQA promotes the program through PR and recruits cardholders with advertising and direct mail.
4. Cardholders join the program by registering their Visa card with the issuer and choosing a favorite cause.
5. POS signage reminds cardholders to use the card over cash and competitors. Each month the issuer adds a penny per transaction to the cardholder’s bill and forwards the total to the designated charity.
6. Issuers forward contribution data to Visa for display on the World of Change site.
7. Cardholders recruit friends through social networks and track progress online.
8. As the program grows, Visa partners with other issuers.

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aynne valencia


Historical fiction/immersive experience

Luna is a story based on found photos, family history, places I have traveled and custom photoshoots I have held over the years. 

Luna is a form of mixed experience, or "contrived reality".  I have been inspired by immersive theatre and work I have done in alternate reality games (alternate reality game (ARG) is an interactive networked narrative that uses the real world as a platform and employs transmedia storytelling to deliver a story that may be altered by players' ideas or actions.).  This curiosity has led to the creation of blending these forms into the creation of a historical fiction that moves from digital medium to real life theatrical experiences that, in turn, creates reality from an entirely fictional event  

The experience is held in a hotel and guests are treated to a performance and allowed to interact lightly with the characters as the story unfolds. 

The Story 

 Luna Maria Montessa

Luna Maria Montessa


Luna is the story of a Jewish Andalusian girl who flees from the Franco regime during the Spanish Civil War in 1938 to Tangiers, Morocco.  

 Tangiers, Origin of the Cirque

Tangiers, Origin of the Cirque

While in exile in Morocco, Luna meets an international troupe of traveling circus performers known as Cirque De Luna. Luna becomes friends with Indian Siamese twins Shivangi and Diya and the clown Stabilo, who was disfigured by fire when he was a young boy and wears a large mask to hide his scarred face. 



The troupe travels to the Americas settling in Mexico City.  Luna befriends an older woman known to the town for creating remedies and healing potions and teas.  She is known as a La Bruja or the witch to the town.  La Bruja takes the orphaned Luna as her protege and teaches her earth magic. 

 La Bruja

La Bruja

Luna falls in love with the young Mexican Luchador wrestler Miguel who goes by the stage name El Technico. 

 El Technico

El Technico

 Costume detail 

Costume detail 

While on a tour in the West Coast of the United States, Cirque De Luna's train is delayed on a whistlestop port town in Northern California. 

The troupe spends the evening at local Hotel and entertains the locals in an impromptu performance. All goes well until a fight breaks out and El Technico is caught in the melee and killed. 

Very little is known what happened during the fateful event.  But, by the dawn,  the townspeople and the members of Cirque De Luna had vanished.  

What happened during that fateful night?  Did Luna exact her revenge proving her magic is real?  Did the townspeople flee because of their fear of getting caught in their murderous rage? 


 The authors desk 

The authors desk 



Emene is a system for a global ngo that deals with food, sash and supply distribution to countries experiencing famine and civil crisis.  Emene is an ecosystem that allows the ngo to conduct client relationship management, service and supply deployment to regions in crisis, and overall measurement, evaluation.  

The entire system is comprised of a desktop web service that shows program analytics, an android tablet application experience used for large scale client registration and crisis deployment and an android mobile application that allows for remote, ongoing client data collection and supply distribution.

Emene aka; Xindicate is a white label measurement & evaluation system for Global Aid providers.  This service and digital system enables field staff of egos to enroll aid participants, distribute goods, money and services, track where aid is most needed, record activity, send metrics and evaluate program metrics. 

This product launched in 2017 for use in Central Africa (Tanzania, Ethiopia and Democratic Republic of Congo as a beta pilot for Food for the Hungry in cooperation with USAID global NGOs.

The second version of this product will launch in 2019 in Guatemala and Venezuela. 

Role:  Service design, visual design, interaction design