Research Portfolio
Senior mixed-methods
UX researcher.
I study how people make decisions and use complex services. My work combines qualitative inquiry, survey research, and segmentation to inform product direction.
UX research and customer insights across enterprise infrastructure, commercial transportation, and service organizations.
Research expertise ↓Selected research
Study design / Analysis / ApplicationEnterprise UX / Mixed Methods
Understanding readiness
for self-service
Combining interviews, psychographic segmentation, and Jobs-to-be-Done to inform a platform strategy across six product teams.
- Research
- 12 interviews · 210 survey responses
- Analysis
- Thematic coding · K-means · JTBD mapping
Attitudes and support needs informed differentiated onboarding.
Customer Insights / Field Research
Driver segmentation
and acquisition strategy
Understanding drivers’ motivations and work context to focus recruitment and create a more accessible research channel.
- Research
- Ride-alongs · Contextual inquiry · Survey
- Analysis
- Behavioral synthesis · Psychographic profiles
Earnings, independence, and owning a fleet.
Predictable routes and a dependable family life.
Security, safe work, and an active retirement.
Segmentation informed a recruitment strategy associated with $6M in acquisition-cost savings.
Research Leadership / AI Strategy
Research-led facilitation
and a three-year strategy
Bringing customer evidence and technical perspectives into a workshop that shaped an approved AI self-service strategy.
- Research
- Interviews · SME input · Journey mapping
- Facilitation
- Framing · Prioritization · Concept synthesis
Explore the complete maps and the workshop decisions that shaped an approved three-year plan.
Research expertise
Methods in context01 / Qualitative
Investigating context and behavior
Semi-structured interviews, ethnographic observation, contextual inquiry, thematic synthesis, Jobs-to-be-Done, and journey mapping.
See the interview approach ↗02 / Quantitative
Examining variation across customers
Survey design, psychographic constructs, segmentation, multivariate analysis, and customer-experience measurement.
See the survey and segmentation ↗03 / Research Leadership
Helping teams work with evidence
Stakeholder alignment, cross-functional facilitation, research synthesis, opportunity prioritization, and translation into product strategy.
See the workshop structure ↗About My Practice
Customer understanding
with methodological depth.
I’ve worked across UX research, voice of customer, and customer insights. I’m interested in questions that cross organizational boundaries: who customers are, what they are trying to accomplish, and why a service that appears straightforward internally becomes difficult to use.
My role is to develop the evidence, make its implications clear, and help product and business partners use it. These studies show how I choose methods, synthesize different forms of evidence, and connect research with decisions.
Master in Consumer Behavior, University of Barcelona
B.A. in Business Administration, Ave Maria University