The Need
In Spain today, rising housing costs, inflation, and limited access to basic services are reshaping everyday life inside the home.
Traditional household models are being redefined as economic pressure pushes people to explore new, more flexible ways of living—from shared rentals and short-term leases to collective service use and community-based solutions.
But this isn’t just a financial response—it’s a behavioral shift. People are adapting how they live, buy, and manage their homes based on three emerging priorities:
💸 More value for money
⏱️ Less friction in managing the home
🤝 Light-touch community dynamics that simplify life
So we reframed the question:
What if neighbors could be more than cohabitants—what if they became demand aggregators?
Exploration & Insights
We mapped three core drivers behind this shift:
Savings — Group purchasing unlocks better pricing
Ease — Sharing simplifies logistics and admin
Social Layer — Not deep connection, just light collaboration that creates tangible value
More importantly, we looked for the path of least resistance—and landed on a common, universal frustration:
“Nobody enjoys comparing utility providers or renegotiating internet contracts.”
This was our wedge:
Aggregate demand at the building level, eliminate the administrative pain, and deliver shared value to both residents and service providers.
The Concept: +Hogar
+Hogar is a mobile-first platform concept that turns a building’s residents into a shared economy unit—pooling demand for goods, services, and subscriptions to unlock group benefits.
From a single dashboard, users can:
✅ Track their total savings
🛒 Join group buys (e.g., water, beer)
🧹 Co-contract shared services (cleaning, tutoring, dog walking)
📺 Share digital subscriptions (Netflix, Spotify, etc.)
🤝 Access collective deals from trusted partners (e.g., Prosegur)
Key Features
🛒 Group Purchases
Buy recurring household items as a group to unlock better pricing. The interface shows real-time progress toward reaching the volume threshold.
🧰 Shared Services
Map services to predictable building needs—cleaning, maintenance, tutoring—and allow co-purchasing for greater accessibility and lower cost.
🧠 Subscription Sharing
With password sharing becoming restricted, we saw an opportunity:
You might not be able to share your Netflix account with a cousin across the country,
but splitting it with your neighbor next door? That still makes sense.
🧾 Building-Level Deals
Conceptually partnering with providers like Prosegur and Sanitas, we explored how communities could access pre-negotiated building-wide contracts—offering residents reduced fees and simplified onboarding.
UX & Experience Design
I personally designed the full product architecture and experience flow in Figma, with a focus on:
Making savings visible up front
Reducing friction in user actions (join, split, track)
Using modular UI components across purchase, service, and subscription types
Prioritizing value without forcing unwanted social interaction (no chat, no voting—just smart collaboration)
The result was an intuitive, flexible system designed for daily use—by people who may never talk, but benefit from acting together.
The Outcome
+Hogar was presented at the Mahou San Miguel Innovation Conference at Madrid’s Movistar Arena as a strategic response to emerging patterns in modern home life.
It opened new conversations around:
🏢 Activating neighborhoods as micro-markets
⚙️ Turning shared pain points into collaborative opportunity
💡 Enabling community behaviors through value—not through forced bonding
What starts as value-first collaboration can evolve into real-world connection—where mutual benefit leads, and community follows.
