Customer Insights, CX & Conversion
Locate friction across acquisition, activation and retention. Connect journey analytics, customer feedback and experiments to measurable improvement.
Journey analytics · Voice of customer · CRO
I connect customer behaviour, qualitative evidence and product strategy to improve conversion, adoption and trust. Almost two decades across industrial technology, fintech, mobility, healthcare and telecom.
Three directions · one connected practice
Locate friction across acquisition, activation and retention. Connect journey analytics, customer feedback and experiments to measurable improvement.
Journey analytics · Voice of customer · CRO
Build clarity around needs, behaviour and risk. Design mixed-method research that changes decisions instead of merely documenting them.
Mixed methods · Synthesis · Research strategy
Align teams around evidence, operating models and outcomes. Establish the conditions for research and design to work across an organisation.
Leadership · ResearchOps · Transformation
Working model
The output is not research theatre. It is a clearer decision, a changed journey, an enabled team and evidence that the change worked.
Selected work
Schindler · Global B2B experience
Research, analytics and service evidence exposed drop-off and trust issues. A modular redesign improved the journey while creating reusable patterns, governance and measurement for global adoption.
Tradu · Activation & validation
Behavioural analysis and focused experimentation exposed avoidable validation friction. Simplifying the logic and interaction pattern improved speed, completion and operational quality.
Circ · Mobility product experience
As lead researcher, I connected product feedback, behavioural patterns and operational realities to prioritise the experience issues that mattered most to customers.
About Miguel
I began in scientific research at Deutsche Telekom’s innovation laboratories, modelling how people accept digital services. Since then, I have built insight practices and led experience work across enterprise technology, fintech, mobility and healthcare.

Research foundation
My research background covers acceptance, acceptability and quality of experience for digital and audiovisual services. It shaped the way I work today: make assumptions explicit, combine methods carefully and keep evidence connected to the decision.