Hi, I'm Alex! I'm a Behavioral UX Researcher passionate about integrating behavioral and social sciences into creating accessible, intuitive products and services. I use qualitative research methods integrated with data analysis, blending user needs and behaviors with business goals to deliver insights and points of action, in order to create engaging and inclusive digital experiences.

''Empathy is a cornerstone of human-centered design. It is one of the hardest known skills to embody and practice. The way towards empathy is to sit down at the level of the user, and talk with mutual understanding.'' - Kriti Krishan

Behavioral Personas - Fashion Retailing
2025
Cultural Lost in Translation
2025
Analysis of the myths and realities of cycling culture in Germany to create a more effective digital strategy.
Traveling vs. Commuting
2024
Understanding bus user behaviors and travel trends in Spain to uncover opportunities to strengthen loyalty programs and drive ancillary revenue.
Wivai: CaixaBank's E-commerce
2023
Ongoing collaboration with the multi-disciplinary team at CaixaBank's e-commerce
User Testing - Wivai's Checkout
2024
Validating the new design of the Shipping details form with user testing interviews.
Findability of variant module in Product Page - Wivai
2024
Testing the findability of the color picker in the product page.
Categories Menu Taxonomy for Wivai
2023
Defining the new hierarchy in the organization of categories and subcategories in the Wivai navigation flow with users.
The Room - Designing a Business
2020
Designing a business plan for an environmental startup, analysing the current market, through research and strategic planning.
Casa Calle
2019
Re-defining the homeless experience in Madrid, by providing a shelter that is not shameful or hidden, and an open source digital experience to build them.