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
Jobs-to-be-Done &
self-service segmentation
How customer goals, psychographic segments, and service barriers informed product decisions and measurable improvements in Infrastructure Services.
- Research
- 12 interviews · 210 survey responses
- Influence
- 17 roadmap actions · 7 product specifications
Self-service confidence improved from 2.6 to 3.7.
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.
Driver Experience / Contextual Research
Driver experience with
in-cab safety technology
How ride-alongs and driver diaries revealed barriers to trust and informed the Netradyne Driver-i launch.
- Research
- 8 ride-alongs · Driver diary study
- Application
- Product launch · Three-market pilot
Share of attrition cases citing safety technology
Reported after a three-month pilot across three markets: an 8-percentage-point decrease in this share.
Sysco / Customer Experience Research
Helping Restaurants Rise Beyond the Order Experience
How survey and share-of-wallet analysis revealed ordering barriers and informed product and service changes for restaurant customers.
- Research
- Longitudinal NPS · Share-of-wallet analysis
- Application
- Ordering improvements · Restaurants Rising
Lower-share customers reported lower NPS. The study examined what kept more of their purchasing elsewhere.
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 how findings informed product decisions ↗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