11/11/2026 updated

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Senior Service Designer | UX Research

Buenos Aires, Argentina
Worldwide
Bachelor's Degree in Public and Institutional Relations
Buenos Aires, Argentina
Worldwide
Bachelor's Degree in Public and Institutional Relations

Profile attachments

CV Sofia Valenzuela - 2026.pdf

About me

Service Designer and UX Researcher with 5+ years of experience in banking and fintech. I combine qualitative and quantitative research with service design to find where customers struggle and turn those findings into decisions for product and business teams.

MiroUser Experience (UX)Strategic ManagementDesign ResearchDesign StrategiesDesign ThinkingUser Interface DesignInteraction DesignProduct ManagementResearch ExperiencesService DesignUsability TestingUser-Centered DesignSAP CXUser ResearchUX WritingFigma
UX Research
Planning and conducting qualitative and quantitative research to understand user needs, behaviors, and motivations. Use of interviews, usability testing, focus groups, and data analysis to develop evidence-based recommendations for digital and service experiences.

Service Design
Design of end-to-end experiences across product, CRM, and technology. Mapping of current and future-state journeys and service blueprints, showing how customer needs connect to teams, processes, and systems.

Behavioral Design
Application of behavioral design principles and cognitive psychology to shape user-centered solutions. Development of design strategies aligned with user needs and organizational objectives across touchpoints and channels.

UX/UI Design
Design of user interfaces and experiences with a focus on usability, accessibility, and inclusive design principles.

Product Management
Framing customer and business problems, defining the scope of discovery, and planning research to inform product decisions. Connecting customer needs with business priorities and product performance indicators.

Data Analysis
Synthesis of qualitative and quantitative research findings and translation of user and organizational needs into actionable recommendations for product and business teams.

AI Tools for Research
Use of generative AI tools to support research planning, discovery, analysis, and ideation, including creation of custom agents and skills.

Workshop Facilitation
Facilitation of interviews, workshops, focus groups, and ideation sessions with users and stakeholders to identify opportunities and shape user-centered solutions for complex experiences.

Agile and Design Thinking
Application of Agile methodologies and Design Thinking frameworks in research, prototyping, testing, and collaborative processes.

Experience

Professional experience5 - 10 years
Freelancer since2026

Languages

EnglishFluentFrenchFluentPortugueseFluentSpanishNative speaker

Project history

Senior Service Designer

ueno bank S.A.
Framing customer and business problems, defining the scope of discovery, and planning research to inform product decisions. Identifying and prioritizing service improvements by connecting customer needs with business priorities and product performance indicators. Designing end-to-end experiences across product, CRM, and technology. Conducting qualitative and quantitative research and translating findings into recommendations. Mapping current and future-state journeys and service blueprints. Facilitating workshops and cross-functional alignment. Using AI tools to support planning, discovery, research analysis, and ideation.

Senior Design Strategist

Qubika - Inter-American Development Bank (IDB)
Led research and design strategy initiatives for the IDB. Planned and conducted qualitative and quantitative research, synthesized findings, and translated user and organizational needs into actionable recommendations. Facilitated interviews, workshops, focus groups, and ideation sessions with users and stakeholders. Developed design strategies aligned with user needs and organizational objectives, collaborating with multidisciplinary and international teams across touchpoints and channels. Used generative AI tools to support research analysis.

UX Researcher

Qubika - Centr Fitness
Planned and conducted qualitative and quantitative research to understand users needs, behaviors, and motivations. Used interviews, usability testing, and data analysis to develop evidence-based recommendations for digital experiences. Partnered with design and multidisciplinary teams to address user problems and improve the usability and accessibility of interfaces.

UX Researcher

Banco Galicia
Analysis, understanding, and implementation of initiatives presented by stakeholders. Planning, execution, analysis, and presentation of qualitative and quantitative research results according to business needs. Benchmarking of market products and services. Design of User Personas and Journey Maps. Planning and execution of usability tests. Strategic planning and execution of workshops, ideation spaces, and discovery sessions. Daily use of research, prototyping, testing, and collaborative tools. Applied Agile methodologies and Design Thinking methodologies.

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