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
Design in practice
Strategy is useful when it changes the product.
I move between customer evidence, interaction models, prototypes and reusable systems. These examples show the hands-on product work behind the outcomes elsewhere in this portfolio.
Research, design and measurement are one loop: find the failure point, shape the interaction, prototype the system, validate it and measure what changed.
Schindler · Complex product journeys & design systems
Making a configurable enterprise journey understandable and reusable.
A complex planning flow needed to support discovery, configuration, technical decisions and project continuity without exposing customers to the organisation behind it.
What I did
- Product discovery, interaction architecture and prototyping
- Usability validation and reusable design patterns
- Global UX Framework and dual-brand atomic design-system foundations
Why it mattered~50% less design iteration
Reusable patterns improved consistency. In a separate interaction redesign, the resulting experience increased engagement by approximately 500%—described here without exposing the internal product or its screens.
Pammys · Commerce UX & experimentation
Turning a public commerce journey into testable experience foundations.
Exploratory candidate work. No internal customer evidence is claimed.
What I did
- Mapped landing, PDP, cart and checkout friction
- Explored interface hierarchy and CRO hypotheses
- Reconstructed reusable commerce-system foundations
Why it matteredEvidence before claims
The work demonstrates how I translate observed friction into interface priorities and experiments without presenting exploratory material as company results.
Citizenship & Integration App · Personal product
From research to a working product.
An Android phone and tablet product for Latin American Spanish speakers navigating practical B2 German, citizenship requirements and the Berlin/Brandenburg integration test.
Product UI & design system
One system, from guidance to working code.
The interface is intentionally calm: warm surfaces, high-contrast typography and a restrained turquoise accent keep complex official information approachable without disguising its importance.
Evidence-led hierarchyOfficial requirements become clear status, actions and next steps.
Adaptive by ruleShared patterns recompose for phone, tablet, large text and navigation rail states.
Reusable foundationsSemantic colour, type, spacing and component states keep Figma and Flutter aligned.
ResearchInformation architectureResponsive designFlutter implementationValidation
What I did
- Research, information architecture and end-to-end product design
- Adaptive navigation, onboarding and locally persisted setup
- Responsive citizenship status, document checklist and learning flows
Why it matteredHands-on, end to end
The same person shaping the evidence and system is also implementing and validating mobile, wide-tablet and large-text behaviour.
Circ remains represented in Selected Work through verified research outcomes. Historical app files are not shown here because the original design assets are not currently accessible, and I do not claim screen design ownership without evidence.
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
Independent work · selective disclosure
Exploring useful products beyond client work.
I use independent projects to test product ideas, AI-assisted workflows and new ways of turning complex information into something people can use. Private names, repositories and screenshots are shared only when appropriate.
Practical learning experiences
Designing an adaptive product that connects language, everyday participation and progress without making adult learning feel childish.
Product strategy · UX architecture · FlutterEvidence-assisted tools
Testing how AI can support structured analysis, evaluation and decision-making while keeping human judgement explicit.
Applied AI · ResearchOps · Product operationsSmall systems with real utility
Building focused prototypes to learn quickly, validate assumptions and explore interactions before committing to larger systems.
Discovery · Prototyping · MeasurementSelected details and repositories can be shared during relevant conversations.