Designing from the messy middle of services, operations, and user needs.
I help product teams understand how work actually happens, find where the real friction is, and turn that into decisions the organization can act on.
I bring service, business, and research context into product decisions.
My work history
Zoeh Studio
Independent UX
since 2025
ExxonMobil
UX Researcher & Service Designer
2024-2025
Avenue Code [Braskem]
Product Designer
2021-2023
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I'm a UX Researcher and Product Designer with 5+ years in research-led product work and 15+ years in service-heavy environments — including Disney-trained guest operations, enterprise supply chain at ExxonMobil, and digital transformation programs at Braskem across Latin America.
That background shapes how I work: I don't just look at screens. I map how services actually run — the handoffs, the constraints, the decisions that live outside any interface — and translate that into product recommendations teams can use.
Some of my tech stack
Figma
Miro
Hotjar
Slack
Framer
Trello
Claude
Notion
UX Research & Synthesis
Journey & Workflow Mapping
Service Design
Product & UX Strategy
Usability Testing
Metrics & Decision Support
01 — Understand the context
Users, business goals, service touchpoints, workflows, and operational constraints.
02 — Find the friction
Identify where people struggle, where processes break, and where decisions lose clarity.
03 — Map the journey
Visualize flows, touchpoints, gaps, and opportunities across the full experience.
04 — Shape the direction
Recommendations, flows, prototypes, decision points, and design opportunities the team can act on.
05 — Test and refine
Use usability feedback, behavioral signals, and UX metrics to improve the experience.
Experience across enterprise UX, service operations, hospitality, travel, and digital transformation.
