Product research
Understand your users before you build and validate afterward. Evidence to decide, not data to justify a decision already made.
What it includes
The scope of the service
- Discovery: in-depth interviews and generative research to map real needs, contexts and frustrations.
- Usability testing, moderated and unmoderated, on prototypes or live product.
- Journey maps and insight synthesis that connect what people do with product decisions.
- Recommendations prioritized by impact and effort, ready to take to the backlog.
How I work
The process, step by step
I adapt the scope to your case, but the logic is always the same: the question first, the data after. The best work happens in collaboration: when the project calls for it, I bring in whoever knows each topic best and contrast perspectives, because a single point of view is a blind spot.
Framing
We define the research question and the decisions it will inform. Without this, it's just collecting data.
Fieldwork
Participant selection, interviews or tests, focused on the diversity of users your product actually has.
Synthesis
Analysis and patterns. I tell the findings that move decisions apart from the anecdotal data.
Delivery
Prioritized findings and a conversation with your team so the decisions are clear.
What you take away
Concrete deliverables
Findings report
With evidence: quotes and clips anonymized as appropriate.
Journey or insight map
The artifact that best communicates the finding, depending on the project.
Prioritized recommendations
Ordered by impact and effort, connected to decisions.
Debrief session
A conversation with your team, not a PDF no one opens.
When it applies
Situations where it helps
"We're going to redesign onboarding and we don't know where people get stuck."
"We have several feature ideas and don't know which one solves a real problem."
"The team argues over opinions; we need evidence to decide."
How we start
Where we begin
There is no single starting point. These are the most common formats; we define the scope based on your case. I work remotely, in Spanish and English, with teams in LatAm, the United States and Europe.
Focused diagnostic
One question, one deliverable, a short timeline. To validate something specific or see how I work before committing to more.
Full project
End-to-end research, with a debrief for the team. We define the scope together based on what you need to solve.
Ongoing support
For teams that need evidence on a recurring basis. Agreed monthly dedication.
I also run workshops so your team can build research into the way it works. Every proposal starts with a free 30-minute conversation, to see whether it makes sense to work together.
Do you have a decision that depends on understanding your users?
Tell me what you want to decide and we'll see what kind of research gives you the best evidence.