Research
Trained as an investigative journalist, I bring a curious, inquisitive, and rigorous approach to my research practice. I’m happiest when talking with people, synthesizing data, and identifying patterns. A mix of attitudinal and behavioral methods helps produce evidence-based insights.
In-depth interviews
In-depth interviews are one of my main methods. They are critical for defining the right problem amid ambiguity and complexity. I build interview guides with stakeholders, put participants at ease, and convey transparency while digging deeper to uncover underlying attitudes, processes, beliefs, and concerns.
Evaluative studies
I plan, design, and conduct moderated and unmoderated evaluative studies to observe user behavior, gauge comprehension, and assess usability. Methods like concept validation, usability testing, accessibility audits, and benchmarking help refine interventions and ensure they’re well designed.
Personas
Personas bring understanding, clarity, and alignment about who we’re designing for. Built from data produced by interviews, they clarify unique needs, pain points, desires, and ensure market fit. I’ve helped teams create personas across fields like enterprise technology, healthcare, HR, and retail.
Ethnography
Field research builds understanding and gleans insights that often go unsaid. I use techniques like non-participant observation, participant observation, and contextual inquiry to reveal behavior. My field research experience spans everywhere from Indian handicraft markets to Bay Area hardware stores.
Workshop facilitation
Online and in-person workshops achieve a variety of goals, from aligning stakeholders to co-creating with users. I start by identifying desired outcomes, then reverse engineering activities to reach those goals. Results of my workshops include new MVPs, operating models, and co-designed interventions.
Behavioral data
Data platforms like PowerBI, Amplitude, and Kibana help me triangulate qualitative findings and understand user behavior, especially critical to setting initial baselines or benchmarking. I use behavioral analytics for analyzing, understanding, and improving user flows like sign ups, buy flows, and onboarding.
Strategy
With solid understanding in place, I guide teams through key decision-making steps necessary to develop testable concepts, MVPs, roadmaps, and new business models. Methods from service and business design help align goals across customers, teams, and organizations.
Service design
I use service design methods to help teams understand end-to-end experiences and build new ones. Tools like journey maps, service blueprints, systems mapping, and lo-fi concepting set the foundation for experiences that create loyalty. Examples include mapping complex partner-customer service blueprints, telehealth adoption journeys, and user troubleshooting workflows.
MVP Criteria
MVPs built directly from user needs help teams quickly testing a new product or service. My process starts with research to determine criticality and uses product innovation methods to develop feature prioritization, building a direct path from user wants to product “musts haves” that can be turned into testable concepts and validated.
Business models
Business modeling isn’t just for new ventures — it reveals the strengths and weaknesses of existing ones. My mixed method approach uses qualitative research to deeply understand customer needs and build value props, alongside quantitative market sizing to build revenue models. I’ve created business models for KQED, Project Potential, and Level Up.
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Content strategy
After a decade in content development, I’ve built extensive experience developing content for websites and user flows. My approach partners with designers and researchers to develop content that delightfully guides users. Strategic artifacts like messaging frameworks and voice & tones guides set the foundation for scaling tactical UX writing and editing.
Teaching
Between my expertise in research and content strategy, I’ve taught, mentored, and introduced people new to design methods. Recent examples include guest lectures with CodeScty, a STEAM education non-profit, and students in the MICA and Johns Hopkins’ Design Leadership program.
Creative direction
Throughout my design career, I’ve managed writers, photographers, videographers, and creative agencies to deliver quality, timely work. Examples include product launches, rebranding, website redesigns, social media campaigns, event planning, and speaker programming.
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About me
I'm a design strategist with experience researching and designing digital interventions in healthcare and enterprise software products. My background in investigative journalism has helped me become a rigorous researcher and attuned observer. My focus on accurate problem definition drives how I guide teams to create, prototype, and test interventions.
Often, I find myself in the role of facilitator when developing an intervention. My super power is finding alignment and building consensus across very different groups of people. Through anti-racist training and community-oriented design projects, I continuously strive to bring an equity-centered approach to my practice. Fluency in Spanish helps ensure I can speak and interact in diverse settings.
My experiences spans working with teams of varied sizes, fields, and resource levels, including health systems, Fortune 50 companies, start-ups, social enterprises, non-profits, and public school districts.
Experience
Senior Design Strategist
The Nudge Unit @ Penn Medicine
2023-Present
Senior UX Researcher
Cisco Systems
2019-2023
Content Strategy Manager
Cisco Systems
2016-2019
Communications Coordinator
d.light design
2013-2015
Media Assistant
Viacom
2012-2013
Soles Fellow
Center for Public Integrity
2010-2011
Education
M.B.A. in Design Strategy
California College of the Arts, 2019
B.A. in Int’l. Relations, Spanish
University of Delaware, 2010
Languages
English
Spanish