Carolina Gaitan

Carolina Gaitan

Director, Experience Design

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Carolina is a passionate people-centred leader with more than 20 years of experience in strategic and experience design, and marketing. She has led complex government projects in transport, infrastructure and disaster recovery; as well as in fast-moving consumer goods, green-building and technology. Carolina brings expertise in development and implementation of meaningful experiences that involve product, place, service, and system design in physical and digital environments. She believes that embedding strategic design approaches in government and businesses is fundamental to shape society’s future.

Influential work

  • Led the design of the future experience recovery journey for Victorian bushfire-affected communities and the development of digital platforms and tailored services
  • Managed the development of the Victorian Transport Strategy framework; providing an integrated-system, customer-centred, long-term view of the network to deal with technological disruption, population growth and environmental challenges
  • Co-managed with Victorian transport delivery agencies the implementation of the Department of Transport’s strategic frameworks into customer-needs-informed project guidelines
  • Led the usability test of physical mock-ups for stations and trains to inform designs based on how customers interact with them in real-life scenarios.
  • Led the execution of design research and innovative mixed-methods research to develop a better understanding of transport users’ behaviours and their drivers.

Outside of Nous

Prior to Nous Carolina managed the strategic design for disaster recovery in Victoria, applying trauma-informed approaches to human-centred design to develop digital tools, programs, and services supporting community-led recovery. She worked for the Victorian Department of Transport, leading the development of meaningful experiences for transport customers and working with multi-disciplinary teams and key stakeholders like transport agencies and operators to focus on the customer through the identification, prioritisation, and alignment of customer value propositions, outcomes and journeys. She also worked at Belcorp – Top 10 Global Direct Sales Company – developing innovation and product development projects for prestige and mass consumer markets.

Carolina holds postgraduate studies in marketing from Los Andes University (Colombia) and a Bachelor of Industrial Engineering from Javeriana University (Colombia).

In her spare time...

Carolina enjoys spending time with her family and on cultural/adventure traveling, exercise and reading. Well-being and sustainability are at the core of how she lives her life.