Strategic Research & Ecosystem Design for Social Impact

About the project

This project aimed to understand the realities faced by small businesses in vulnerable neighborhoods of Madrid, using Lavapiés as a case study. The goal was to map the existing ecosystem, identify key tensions, and design strategic guidelines to foster visibility, resilience, and long-term sustainability for these businesses.

Challenge

In neighborhoods like Lavapiés, small business owners face structural barriers such as institutional distrust, limited digital access, competition from large retail chains, and a disconnect between their values and existing public support. The challenge was: how might we build an enabling ecosystem rooted in their real motivations, without forcing traditional growth narratives?

Research and Insights

I led the design and execution of a qualitative research study, conducting in-person interviews with a diverse range of business owners (restaurants, craft stores, bookstores), supported by AEIOU observations and systems mapping. Key insights included:

• Owners are often more driven by passion or family goals than financial growth.

• Local business associations are not seen as allies by all entrepreneurs.

• Long-established businesses (10+ years) are aware of digital tools but do the bare minimum to exist online.

• There is a strong need for steady customer flow and niche support aligned with each business’s identity.

Solution

Based on our findings, we proposed a set of context-aware strategies:

• Modular support models, with different levels of engagement based on digital maturity and ambition.

• Localized recommendation systems, such as themed neighborhood maps (e.g., vegan-friendly, vintage).

• Visibility initiatives beyond tourism, emphasizing cultural and ethical values.

• Policy design adjustments, rethinking institutional programs to reflect the lived realities and motivations of local entrepreneurs.

Impact

The project provided a replicable framework for reimagining how policy and service design can adapt to local ecosystems using bottom-up principles. It was presented within the Master in Customer Experience & Innovation program as a case of systemic design for social impact.

Final learnings/outcome

Designing for vulnerable communities requires cultural sensitivity, deep listening, and flexibility. This project reinforced the importance of co-creating with the people inside the system not only for them.