Diego Mazo

Design. Behavior. Strategy.


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Hi, I'm Diego. Design strategist. Researcher. Professor.

I distil people's behavior to build product & service propositions that delight customers and create a sustainable competitive advantage in the market.




The value of design in blockchain

An exploration of the applications of design in the blockchain space and the skills needed by strategic/ service designer to add value in this new world.

10 must read in behavioral economics

A personal selection of the best books on behavioral economics to honour Richard Thaler's nobel prize of Economics.

How to build a winning strategic design portfolio

Practical tips to build a professional portfolio in the field of service and strategic design.

What a strategic designer does

Compilation of practical knowledge to explain the role of strategic designers, their responsibilities and contributions and the impact they could have within corporations. 

Selected work.


Creating a global elevator strategy to launch new products internationally.

The client aimed to find the perfect balance between local customization and international standards in the elevator experience.


Building a new digital services portfolio for a market leader in the oil industry

One of the biggest oil company in Spain, aimed to diversify its offer building a new portfolio of digital services from scratch using the company assets.


Enhancing mobility sales for the banking industry

The client aimed to change the sales model for its branch agents to increase the mobility of the sales force and increase revenue of this business unit.


Exploring design opportunities for Philips healthcare

Having decided to penetrate the African market, it was time for Philips to research and discover unmet needs within Uganda's healthcare system and envision new products and services.