Research-led strategist helping organisations understand their users and systems — and build what actually works.

I've always been more interested in the person using the product than the product itself. That instinct started in academia and has shaped every decision I've made since.

After years moving between research and industry — and across sectors from education to digital identity to travel — I've come to believe that most organisations don't have a product problem. They have a people problem. They don't really understand who they're building for, or why those people behave the way they do. That's where I come in.

I'm a senior researcher and strategist with experience in complex, regulated environments. I've worked at exec level, embedded in product teams, and across cultures — from Latin America to China to the UK. I bring rigorous thinking to every engagement, and I use AI tools to move faster without losing the depth that makes research actually useful.

I work in English and Spanish, take on a small number of projects at a time, and care a lot about building things that genuinely help people — not just things that look like they do.