Hi, I'm Sofi 👋

I lead research and design teams that turn "I think users want this" into "Here's what we actually learned."

For over a decade, I've worked across B2B and B2C sectors  (including travel, health, pharma, banking, insurance, and public sector), sometimes as a consultant, and sometimes building functions from scratch within organizations. I've been a researcher, a manager, an interim director during layoffs, an accessibility specialist, and, yes, even a web designer and developer back in the day.

 What ties it all together? I love the messy work of figuring out what people actually need (not what we assume they need), building teams that thrive even during turbulent times, and creating systems that make good research easier than bad research. I believe in co-creation, collaboration, and continuous iteration based on quantitative and qualitative data, and good design to optimize high-impact products and services.

 Background: Visual Communication (UNLP, Argentina) + Master's in UX Design (ESDI, Barcelona). I've also spent 6+ years teaching UX research and accessibility, because I feel the best way to strengthen a field is to grow the people in it.