Wisdom from the informal economy

Discovering opportunities between informality and small entrepreneurs in Peru to improve their quality of life.

Client: TFC & Copiloto


Informality is not a bad word.

The informal economy generates 73.3% of employment.

Until now, governments have not had the capacity to create better quality jobs, but entrepreneurs continue to grow. In this context, there are 5.7 million micro entrepreneurs who have emerged from informality, but who maintain many behaviors in their economy that allows them to stand as businesses.

I've always sold like this and I can't complain

Bag saleswoman 4 years ago
Many financial institutions and banks are interested in this sector of the population because of the financial market share that it implies. The financial TFC needed to create a tool to help its clients improve their financial health and be able to grow together.


We analyze their beliefs and behaviors around work and money.

Speculative impact

In order to see the objectives and put all internal and external teams on the same line, projection dynamics of the positive and negative impact of the project were made.

Context Interviews

After selecting different entrepreneur profiles, in-depth context interviews were conducted where they told us the importance of their businesses in their families and in their day to day.


We spent several days visiting and being users of these small businesses, understanding their sales and operation logics.

Co creation

With the participation of clients and employees of the organization, ideas were developed in response to the challenges of the findings of the entire investigation.


After choosing the best service concept, real clients were tested to study feasibility at the design level.


These were some general findings of the project

Entrepreneurs have a very valuable empirical knowledge and do not realize it.

The little access to formal education, leads to a devaluation of the empirical knowledge that entrepreneurs are building little by little, many are great teachers but always from their own business.

Disorganization is according to who sees it

Apparently there is a lot of disorganization in the way in which an entrepreneur manages his business, but what really exists is a lack of language or systematization of his financial and operational processes, which means that the whole business can only be understood by him.

The family, the main partners

Children are a very important piece for growth entrepreneurs' businesses in many cases is the reason and the reason for growth. Several of them are unhappily involved with some aspect of the business, especially related to technology.

The advisors have a lot of power

A medical sector ailment is that there is an invaluable link between the advisor and the entrepreneur, which in most cases determines the success or failure of the operation.


We develop three concepts from the findings


A platform that helped entrepreneurs in all their queries about their accounts in their business supported by a network of other entrepreneurs.

There is much empirical knowledge that should be valued but especially strengthened when shared.

A game that children could play with their parents to learn key concepts of their sector and improve their business.

A game that children could play with their parents to learn key concepts of their sector and improve their business.

Skill Bars

  • 70%
    Design Research
  • 45%
    Interaction Design
  • 30%
  • 45%


Nahun Saldaña

Director de proyecto y diseño de servicios

Aaron Julian

Dirección de arte y prototipos

Michael Hurtado

Investigación de Tecnología

Sara La torre

Psicologa experimental y ux research

Malu Romero


Pedro Gomes

Anális de negocio


My works are iterative, I always have something to improve .

Wisdom from the informal economy

Discovering opportunities between informality and small entrepreneurs in Peru.

I work into entography research about micro economics from entrepeneur en Perú

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A sound installation that promotes the importance of greeting us.

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Research on the opportunities and challenges of the child after attending school. Its impact on their environment and on them.

Clients & Partnerts

I have worked with projects from different sectors

Nahun is incredibly easy to work with, open minded, positive and innovative. He has the ability to really think holistically and strategically about the big picture while simultaneously making each challenge feel fun and purposeful. He has a lot of great experience, is good at listening and is very open and direct with his ideas, which is very helpful in discussions. I would definitely be happy to collaborate with Nahun again.

Author image
Jon Somerscales Experience Planner, Dare West


I am interested in collaborating with new projects on technology, service design, social innovation and unimagined projects.

I love people with ideas and ventures that have a good purpose, if you have an idea or project where you think you can collaborate, write me.

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Contact information

Where can you find me

Carrer Aiguas 27 3ero 3era
Barcelona, Spain

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Phone: (+34) 644 843 656