I’m a UX Researcher with 15+ years of experience working across complex products, services and customer experiences, both in-house and as a consultant.

I’m particularly drawn to problems that don’t have an obvious answer. My research often starts with fragmented evidence, conflicting signals or behaviors that teams can observe but can’t fully explain. I bring those pieces together to build a clearer explanation of what’s happening — often through models and frameworks that teams can continue using long after the original research is finished.

My work spans foundational and strategic research, mixed methods, international and cross-cultural research, and research strategy. I’ve led studies across multiple markets and conducted research directly in English, Spanish, Italian and Portuguese. I work closely with product, design, data and business teams, particularly when research needs to inform consequential product decisions.

Over the years, I’ve worked across AI, marketplaces, e-commerce, retail, EdTech, financial services, mobility and energy, for organizations ranging from early-stage startups to global companies. My experience includes IKEA, Brainly, Storio Group and Piaggio in-house, as well as consulting work for companies including Wallapop, BBVA, Santander, Iberdrola, Inditex, Leroy Merlin, ServiceNow and others.

I didn't actually start out as a researcher.

I trained as an industrial designer, and early in my career I spent my time developing physical products, building 3D models and working with CAD/CAM software.

But I quickly realized I was far more interested in why someone used a product in a particular way, why a design decision had been made, or why something worked for one person but not another than I was in modeling another component in Pro/ENGINEER.

That curiosity eventually took me into academia. I spent five years as a doctoral researcher and research fellow. I earned a PhD in Design from Politecnico di Milano, where my research explored how Service Design could contribute to identifying and developing entrepreneurial opportunities. Academia taught me to approach messy questions systematically, interrogate evidence, challenge explanations, and communicate an argument — habits that still shape the way I conduct research today.

I eventually moved fully into industry, where I discovered that what interested me most was not simply producing research findings, but building an understanding that people could actually use to make something happen.

Why freelance?

I like being close to difficult problems.

Freelancing allows me to work with different organizations, products, and teams while becoming deeply involved in the problems I take on. I work best embedded in a team or in close, continuous collaboration, rather than disappearing with a brief and returning weeks later with an answer.

And although research is my core discipline, I’m not precious about the method. Sometimes the right answer is a substantial research program. Sometimes it’s a quick piece of research. And occasionally, as I’ve discovered, the problem doesn’t need research at all.

If you have a problem that feels important but vague — something isn’t working, you don’t understand why, or you simply don’t know where to start — bring me the messy version. We can figure out what it actually needs.