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 find where digital journeys break, then help teams fix what matters.
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.
+500%engagement in a complex global B2B journey
10→3 mincustomer validation journey
3×activations through focused experimentation
140+markets supported at global scale
Three directions · one connected practice
I work from the signal to the system around it.
UX Research & Insights
Build clarity around needs, behaviour and risk. Design mixed-method research that changes decisions instead of merely documenting them.
Mixed methods · Synthesis · Research strategy
UX & Experience Leadership
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
A practical route from customer friction to sustained change.
The output is not research theatre. It is a clearer decision, a changed journey, an enabled team and evidence that the change worked.
Friction
Evidence
Decision
System
Measure
Selected work
Evidence, decisions and outcomes. Shown through the work itself.
Schindler · Global B2B experience
Turning an underperforming planning journey into a scalable growth platform.
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.
Journey signalSevere drop-off and repeated support demand
Decision system
ScaleReusable experience patterns across 140+ markets
Tradu · Activation & validation
Reducing a critical customer journey from ten minutes to three.
Behavioural analysis and focused experimentation exposed avoidable validation friction. Simplifying the logic and interaction pattern improved speed, completion and operational quality.
Observed frictionLong validation flow with preventable errors
Experiment
Product changeClearer sequencing and validation logic
Circ · Mobility product experience
Using customer evidence to rebuild trust in a fast-moving service.
As lead researcher, I connected product feedback, behavioural patterns and operational realities to prioritise the experience issues that mattered most to customers.
EvidenceCustomer feedback and product behaviour
Prioritisation
OutcomeProduct improvements reflected in store ratings
About Miguel
Researcher, strategist and experience leader.
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.
Player-coach leadership
Close enough to the work to raise its quality.
Close enough to the work to raise its quality.
Evidence without silos
Qualitative and quantitative signals belong together.
Qualitative and quantitative signals belong together.
Systems over one-offs
Patterns, governance and capability that last.
Patterns, governance and capability that last.
Business and customer value
Outcomes must work for both.
Outcomes must work for both.
Research foundation
Rigour built in, not added at the end.
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.
7peer-reviewed publications
1ITU-T recommendation
6continents represented in research
20years across research and industry