Hello! I’m Laura
I’m a UX researcher and Experience Designer with 15 years of experience leading experience design, innovation and research projects and 7 years of experience managing people, projects and teams.
My specialization is cross-cultural research and understanding deeply hidden mindsets and beliefs - which I’ve conducted in 4 languages.
For the past 15 years I have worked as a UX Researcher and Experience Designer for both digital and physical product experiences helping a variety of companies, from large multinationals to series A startups, diminish the risk of their product and design decisions and deliver delightful experiences.
What do you need?
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Understand your customers
You will unveil your customers’ needs, and pains and identify actionable product improvement opportunities– empowering you to make informed decisions.
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Build UX Research Capabilities
You can develop a well-oiled UX research function. Together, we'll craft a strategic vision, elevate your research team, and establish operational frameworks for sustainable growth. This includes equipping you with the necessary tools, processes, people and capabilities to conduct rigorous, actionable research successfully.
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Lead service experience projects
You will have a roadmap to exceptional user experiences. All the research learnings will come together in innovative product experiences tailored to your needs, with an experience journey that resonates with your customers Your vision will come to life seamlessly in a collaborative, iterative learning process.
Some of my work
I created an entire UX Research function for Brainly.
I started with the Research Ops infrastructure creating the frameworks, processes, protocols, templates and tools that enabled us to scale from 10 to 75 user research studies during the first year.
I also managed and executed multiple UX Research projects, including mapping the end-to-end customer journey experience of Brainly’s users in 3 countries that led to over 45 initiatives in product roadmaps.
Besides that, I managed 2 UX Researchers and I had regular alignment and results presentation meetings with C-level stakeholders.
I helped Wallapop adapt its product and service experience to a new market.
While at Designit, I designed a mixed methods research to assess their product-market fit in a new market: Italy. I identified the experience aspects that needed to be redesigned or managed before launching in Italy. Then, the findings were shared and made actionable through co-creation workshops with the product teams.
The recommendations were implemented and Wallapop became the most downloaded marketplace app in Italy in 2022 with 2.4 million downloads.
I helped Narrativa pivot from a consulting service to a B2B SaaS.
I helped them take a complex, highly technical product, originally designed for a specialized user, and converted it into a SaaS product that anyone can use. I led a team of UX/UI designers and product people to achieve that through mapping the user journeys, identifying actionable milestones and scoping the initial MVP in alignment with Narrativa’s stakeholders.
I helped increase the ratings of the Iberdrola app by one star.
With Designit, I conducted the foundational research that was the foundation for the complete redesign of the Iberdrola app (a Spanish utilities company with over 30 million users) that helped increase their app store ratings by one star and won a design award in 2020.
Ask me anything.
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I’m based in Madrid, Spain but I’m open to remote collaborations.
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I offer flexible project-based collaborations and contract roles, serving clients both remotely and through a hybrid model based in Madrid, Spain.
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Yes, just email me at and request it. It’s that easy. I will be happy to share more detailed information about the projects I have participated in. Do let me know what type of challenge you have in your hands or what kind of output are you looking for so I can show you relevant projects.
We can also pop on a call and I’ll be happy to learn more about your needs and discuss how my experience could help you. -
I can conduct research in Spanish, English, Italian and Brazilian Portuguese. If you need me to coordinate a multi-language study including languages I don’t speak I can help you do that as well. I can coordinate with other freelancers or agencies to cover the other markets and work with them to conduct the research in multiple countries ensuring coherence and rigor and creating the workflows necessary to analyze data in multiple languages. I have done it for Twitter in Japan, for Fiat in Turkey and for the Adeo group in Poland and Russia.
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Yes. I can design and analyze surveys and generate cross tabs and charts. I can analyze the data and synthesize it with qualitative data as well. However, if you need an advanced statistical analysis (ie. conjoint analysis) then I would not be the right collaborator for you.
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I’ve had the privilege of partnering with global brands such as BBVA, IKEA, Fiat, Piaggio, Santander, Inditex, Iberdrola, Deoleo, Wallapop, ServiceNow, Brainly, The Storio Group, and Twitter (now X) as well as with top agencies like Designit, Tribal Worldwide, Garaje de Ideas, Stigia Studio and Nadie.
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As of August 2025, I’m working for a Home Services Marketplace for IKEA that is in pilot mode. Some topics include Trust and Safety, Conversion Rate barriers, and incorporating AI into the experience, among many others.
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Cross-Cultural Research, Qualitative Research, Foundational & Strategic UX Research, 0-1 & MVP Strategy, Mixed Methods, E-commerce, EdTech, Retail, Banking, SaaS, AI Product Strategy, Multilingual Research Facilitation, UX research with teenagers.
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I'm originally from Mexico, but I've been living across the pond for over 20 years now. Prior to moving to Spain, I lived in Italy for 10 years where I worked and studied Therefore, I'm fully fluent in Italian and I love Italian cooking as well. My star dish is tiramisù. I'm also into a few creative hobbies such as drawing, painting, makeup and fashion in general. After work, you'll find me at the gym and taking long walks in nature with my partner and our two Beagle dogs.