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Getting to Know our Users: Q&A with Bacardo

Written by 
May Groppo
June 3, 2013

Today, we present to you a real life MURAL Power User.

Name: Darío Michelone (aka: Bacardo)


I have been working as a designer for more than 12 years and I am currently the UX designer at - Flowics filters and displays real-time social content for brands and media companies. In my spare time, I work on a project that uses hardware scrap to create handmade goodies called Proudly Geek.

Let’s warm up.

1. What motivated you to become designer?

I’ve always been obsessed by detail and things well done; this was probably what made me want to pursue a career in design. Besides, I’ve had an innate talent to create new stuff since I was a kid.

2. Which are the most challenging and most rewarding parts of the job?

The most challenging part is to try to reach a desired goal and even exceed expectations. I like getting involved with every stage of the creative process, from brainstorming to implementation.

Rewards come in the form of feedback from actual users of products I’ve designed; it is always a pleasure to hear what they have to say.

3. Tell us a webpage, twitter account or youtube channel that frequently inspires you. is a nice webpage. I also like Design Taxi.

4. What is your superpower?

I don´t know if it qualifies as a superpower… but I like doing things right or not doing them at all.


The endless creative process

1. How does the creative process start when designing a new logo? What type of information do you collect from clients before starting projects?

I take some time to learn about the client’s ideas; I learn about the product or service that the logo (in this case) will represent as well as its direct competitors in the market. Most importantly, I focus on the story the client wishes to reflect.

2. Which is the hardest part?

The hardest part is trying to make the client understand that the logo is not everything there is. The most important aspect when building brands is the story they want to tell considering all customer touchpoints, making it cohesive and meaningful.

3. How do you organize your references (styles and trends related to the design brief)?

I’ve been using MURAL for this. I look for initial references together with the client during our first meetings. I group them according to typography (type and letterform), abstracts (non-representational images) and company initials. Once we decide the best path with the client, we create specific murals narrowing down the selection.

4. In what ways has MURAL helped improve the way you work?

MURAL allowed me to change the way I actually work.

To begin with, I can quickly gather all the material in one space. Also, I skype with clients while we are both viewing the same mural, as we talk, we round up ideas and I edit the mural in real-time to reflect the different paths the client wants to explore. My ideation process has really accelerated thanks to this new method.


5. Do you use MURAL for your presentation to clients? What is the feedback process like?

MURAL makes it really easy to share ideas in real-time while working collaboratively.

This allowed us to speed up the decision-making process a lot. We sometimes use a voting system using Post-its within the mural: each of the three partners expresses their vote and I add mine as the designer’s voice.

6. When the process finishes, which factors do you take into account to decide if the design is successful?

I try to redirect the client to the proposal that I like best, the one that I consider more grounded. In order to decide this, I consider: legibility and synthesis, whether it “works” as a logo and if the client is honestly satisfied with the outcome as well.

About the author

About the authors

May Groppo