hello booking.com!

I'm Leticia, a Sr. UX Researcher with 10+ years of experience

 
 

I help product teams make better, evidence-based, decisions.

  • I've produced insights that generated and shaped products that impacted the lives of millions of customers in LatAm and the US in the financial space.

  • I have built research programs and teams from scratch in three different companies, all while maintaining excellence, evidenced by a 4.5/5 satisfaction score from my peers and recruitment cycles of fewer than 2 days.

  • I have a strong track record of executing international research, developing projects that ran simultaneously in or were focused on countries such as the US, Brazil, the UK, India, Canada, Colombia, Argentina, Mexico, and others.

  • I am a community-builder, mentor, and research evangelist. I have mentored over 20 professionals. I have established research programs in companies that previously had no experience with research, laying the groundwork for a culture of informed decision-making.

 
 

Hi! That's me running a workshop with PMs, BAs, Engineers and Designers at Nubank. 2020

About me

My career began as a UX Designer, where I quickly developed a passion for the world of user experience research. Transitioning from hands-on design to strategic roles, I've led and mentored successful research teams. I have a Master's Degree in which I focused solely on UX Research, and have been able to participate as a speaker in multiple international events such as Interaction Latin America and UXR Conf by Learners.

In my personal life, I'm a creative with a passion for drawing. I live with my partner and my dog Puck in São Paulo, where we go out for Japanese food on a weekly basis.

My Research Interests

The greatest satisfaction I find in working with research is the breadth of methods we have at our disposal daily. I love how this diversity makes our work life dynamic. My goal as a professional is to continuously try and experiment with different methods, maintaining a learner's mentality. Here are some examples of how I'm doing that:

  • Despite recently moving into a Lead role, I consistently moderate "bread and butter" sessions of interviews and usability tests. I believe that moderation is an ever-evolving skill, especially when interacting with participants from different cultures.

  • My recent immersion in the world of Data Science through Origin's Segmentation and Personas project has ignited a passion in me to delve deeper into Data Science and experiment with various quantitative analysis methods. This year, I've completed certifications in SQL and Python, and I'm currently halfway through an Advanced Statistics with Python course.

  • I've also collaborated closely with Marketing during Origin's Segmentation and Personas project. This provided an opportunity to experiment with traditionally more Market Research/Consumer Insights methods and surveys to evaluate willingness to pay, naming, and branding assets. I don't make distinctions between areas of research as long as we can garner insightful results.

As I look towards the future, I am excited about opportunities that challenge me to leverage my extensive experience in new and dynamic contexts, particularly in sectors that are as fast-paced and impactful as travel and technology. I am eager to bring my expertise, curiosity, and collaborative spirit to a team that values rigorous research and user-centered design as much as I do.

My Portfolio

I've selected the Personas and Segmentation project I led and conducted at Origin in 2023 as it's super recent and I believe it showcases how I can adapt fast to changing environments while employing robust research methods.

In this project we've successfully established a company-wide shared understanding of who is our customer that allowed us to tailor the product redesign launch around it, informing marketing strategy and saving the company thousands of dollars in advertising.

You can find the link to this project below, please use the password leticiauxr to access it.