Research

Strategy

Lead

Whether I’m leading UX strategy at a global corporation or rolling up my sleeves as an independent contributor, I thrive on shaping experiences that impact millions. Currently, I steer a talented team through ideation and high-stakes digital transformation strategies.
Once a die-hard UI/UX researcher, I now bridge the gap between data, creative vision, and business outcomes—bringing innovative, human-centered strategy to life in Spanish, English, and Japanese.

Things I am good at _

Data analysis

Disaster Risk reduction

Implementation

Product ownership

Strategy

System design

UX design

UX research

SHINCHI TOWN

Shinchi, a small town in Fukushima, Japan, was devastated by the 2010 tsunami. Our project focuses on rebuilding its social structures damaged by the disaster. We explore identity loss, stigma, and community belonging through user research and community-based initiatives. Proposals include a bike-sharing program and a tourism campaign, aiming to revitalize Shinchi’s community and sense of pride. Keywords: Strategy, Community development, User Experience, Interface design, Research 7 min read

NIHON CAMP

A performative approach to learning Japanese as a second language. The projects rests on ethnographic research on the topic of identity and assimilation as a foreigner in Japan. The teaching system functions as a gamified workshop, helping fill the gap between foreign culture and Japanese culture, through exploration of the socio-cultural structures involved in the praxis of the language. Keywords: User Experience, Interface design, Research, Ethnography, Gamification 6 min read

SCHOOWL

Catering to the needs of school communities , Schoowl is a privately owned, multi-platform application helping track the educational development of students while keeping parents constantly informed of their children developments. Schoowl allows users to receive, analyze and compare school data, maintaining a register over time, graphically displaying information in a clear, straight-forward manner. Keywords: Research, UI Design, User Experience, Education 5 min read

PERSONALIZATION XD

The personalisation track of this consumer product dives deep in the exploration and tailoring of user experience. Seeking impactful insight into the processes of users, this project aims at reaching balance between unique, specially design website interactions and efficiency of content creation. Supported by SFMC and an ever-evolving data integration project

eCRM Innovation Strategy

Customer communications management can be a project of many facets: Data analysis allows us to gather insights to inform our user understanding, while carefully selected research questions and hypotheses pave the way towards clarity in an often ambiguous environment. Defining what success would look like through clear KPIs, and setting up the correct segmentation and deployment strategy are all key responsibilities for the redesign and optimization of our users journey.

ACADEMIC RESEARCH:
The UX of Tsunami evacuation

Tsunami evacuation processes differ vastly depending on cultural context. What are the interactions that impact evacuation behavior, and how? This case study of highly expert small coastal communities sheds light on the matter.

In-depth interviews and focus groups were paired up with discourse analysis of informant stories to paint a comprehensive picture of the UX of evacuations, enabling its redesign and optimization