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.
7peer-reviewed publications
10→3 mincustomer validation journey
3×activations through focused experimentation
6continents represented in research
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
01 · CX & CONVERSION
Find the friction that costs customers and the business.
I connect behavioural signals with the customer’s experience and the operational system behind it. The goal is not a prettier funnel. It is a journey that more people can complete successfully.
Problems I solve
- Acquisition and onboarding drop-off
- Validation and exception failures
- Low activation, adoption or retention
- Customer effort creating support demand
Evidence I connect
- Funnels and journey analytics
- Customer feedback and error patterns
- Experiments and behavioural data
- Service and operational signals
Selected evidence10 → 3 min
Critical validation journey
3× activationsThrough focused experimentation
See the Tradu case ↗02 · RESEARCH & INSIGHTS
Turn uncertain questions into evidence teams can act on.
I design research around the decision, not around a preferred method. Qualitative depth, quantitative patterns and product signals are combined so teams understand both what is happening and why.
Questions I clarify
- Needs, behaviours and mental models
- Trust, acceptance and continued usage
- Journey breakdowns and unmet needs
- What to prioritise and what to test
How I investigate
- Interviews and evaluative studies
- Mixed-method research programmes
- Behavioural and survey analysis
- Synthesis, models and decision frameworks
Research foundation7 publications
Peer-reviewed research
6 continentsInternational study coverage
Explore publications ↗03 · EXPERIENCE LEADERSHIP
Build the conditions for good experience work to scale.
I work as a player-coach: close enough to raise the quality of the work, senior enough to align product, technology and business leadership around shared evidence and outcomes.
Capabilities I build
- Research and insight practices
- Journey measurement frameworks
- Design-system and UX foundations
- Shared governance and decision rhythms
How I lead
- Teams of specialists and partners
- Cross-functional transformation
- Executive and stakeholder alignment
- Coaching, standards and enablement
Leadership profile6+ years
Direct and functional leadership
Global scopeDistributed product and business teams
See the experience overview ↗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 Group · Experience leadership
Building more systematic UX, insight and governance practices.
Across two leadership roles, I established research structures, journey measurement, design-system foundations and shared decision practices for distributed product and business teams. Public material intentionally excludes proprietary products, internal workflows and protected artifacts.
Connected practiceEvidence into action
◎Research & insightsQuestions, evidence and synthesis
↗Journey measurementSignals, outcomes and priorities
◇UX foundationsPatterns, standards and systems
＋Capability buildingCommunity, coaching and adoption
Sanitized visual reconstruction based on working-material structure. No internal products, customer data or proprietary artifacts are shown.
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.
Central questionWhat decision must the evidence support?
PeopleNeeds · behaviour · context
ProductJourney · interaction · usage
SignalsQualitative · quantitative · operational
DecisionPriority · experiment · system change
A public-safe reconstruction inspired by an early connected-work map—not a reproduction of internal Telekom materials.
7peer-reviewed publications
1ITU-T recommendation
6continents represented in research
20years across research and industry