Strategic UX research leader, 15+ years across research, design & strategy
I'm a Senior UX Researcher with 15+ years of experience across digital, design, and strategy — including 4.5+ years driving mixed-methods research at Ocado Technology, a global e-commerce platform operating across 9+ international markets. I turn ambiguous user problems into research that moves product decisions, connecting what users need with what the business should build next.
Most recently, I co-led product strategy at the intersection of Research, Product, and Data — reframing user friction into a 2026 platform strategy that identified a significant double-digit conversion opportunity (+10pp, ~109K new monthly customers) across 8+ international markets.
At Ocado Technology, I worked embedded within product teams, leading the research function for Monetization & Retail Media, co-leading cross-functional roadmap initiatives, and building AI-enabled insight systems that scaled research impact across the organization. I'm equally comfortable shaping research agendas with senior stakeholders and facilitating hands-on discovery sessions with end users — with 6 languages to navigate diverse user contexts across North America, Europe, Asia, and the Middle East.
To Senior, Lead, Principal & Staff-level roles
Research Strategy
Defining the "why" and "how" of research programs — not just executing studies.
Mixed-Methods Depth
Generative and evaluative research, usability testing, depth interviews, surveys, diary studies, and contextual inquiry.
Stakeholder Influence
Translating complex findings into priorities that product, data, and engineering teams act on.
Research Operations
Building self-service frameworks and insight systems that scale research impact beyond the research team.
Career timeline
Jul 2023 – Apr 2026
Senior UX Researcher
Ocado Technology · Barcelona (Hybrid)
- Co-led product strategy at the intersection of Research, Product, and Data — translating enterprise partner insights and user friction into a 2026 platform strategy that identified a significant double-digit conversion opportunity across 8+ international markets
- Embedded Research Lead for Monetization & Retail Media, defining end-to-end research strategy in partnership with Group Product Manager, PMs, Designers, and Engineers
- Built AI-powered insight systems using NotebookLM/Gemini for large-scale cross-market qualitative studies, enabling self-service access to synthesized research findings org-wide
- Defined ways of working for embedded research, expanding engagement beyond design teams to Engineers and senior stakeholders; mentored junior researchers
Oct 2021 – Jul 2023
UX Researcher
Ocado Technology · Barcelona (Hybrid)
- Led mixed-methods research across B2B and B2C dimensions of the Ocado Smart Platform (OSP) — studying enterprise retail partner workflows and end-consumer behaviors across 8+ global markets
- Co-led ecosystem-wide initiatives to map end-to-end user journeys, informing platform architecture and feature prioritization
- Developed a multi-market research comparison framework (UK vs Spain) adopted as a long-term strategic reference
- Facilitated research workshops and stakeholder alignment sessions across geographically distributed, async teams
Feb 2021 – Jun 2021
UX Designer
Emotion Energy · Barcelona
- Led product discovery and brand research — buyer persona development, brand perception interviews, competitor analysis, and usability testing with 60+ participants
- Facilitated Design Thinking workshops to align stakeholders on product direction and brand positioning
Oct 2020 – Jan 2021
UX Designer & Teaching Assistant
AllWomen · Barcelona
- Produced UX learning materials and mentored students on mixed-methods research, usability testing, and design execution
Oct 2016 – Mar 2020
Entertainment Service Designer & Project Manager
Sintonizart · Barcelona
- Managed end-to-end delivery of client projects; co-developed an internal web-based CRM that reduced client response time by 50%
- Coordinated international clients and cross-functional teams across the full project lifecycle
Feb 2012 – Jun 2016
Communications Coordinator & Graphic Designer
Asociación Agrofuturo Global · Barcelona
- Led internal and external communications for an international platform on sustainable agriculture, coordinating stakeholders across multiple countries
- Designed digital and physical communication assets — web, newsletters, event materials — and supported the organization and delivery of international events
Apr 2009 – Jun 2016
UX Researcher & Graphic Designer
Raons Públiques Sccl · Barcelona
- Designed and delivered participatory design and brand communications initiatives for public-sector clients — resulting in 2 award-winning projects
- Conducted qualitative user research, journey mapping, and stakeholder workshops; developed brand and communications strategies across digital and physical touchpoints
Toolkit
Research & Strategy
AI & Tooling
Leadership & Facilitation
Background
2007–2008
Masters in Exhibition Design
Elisava Escola Superior de Disseny · Barcelona
1999–2003
Bachelor of Graphic Design
York University / Sheridan College · Toronto
2026
AI Competency
Mindstone · Remote
2021
Product Strategy Development
Path2Product · Remote
2021
Design Sprint Masterclass
AJ&Smart · Remote
2020
UX/UI Bootcamp
AllWomen · Barcelona
Global fluency
Community
Let's connect
Based in Barcelona, Spain · Open to Senior, Lead, Principal, and Staff-level UX Research roles.
Get in touch