Acerca de Natalia
Founder of ux research and strategy practice I work with scale ups and enterprise teams. I use deep customer understanding to bring real business outcomes. My innovative AI-enhanced methods allow record fast turn around.
15+ years leading UX research and product discovery at Google, Miro, TripAdvisor/TheFork, Time Warner, and consulting projects across B2B and B2C products. I hold Master’s in Human-Computer Interaction and have authored the DDONE method, book is out in Sep 2026.
I specialise in product discovery and strategic research to validate product-market fit (PMF), improve retention, identify high-potential customer segments.
Work with me when:
- Product decisions feel unclear despite having data
- Growth or retention is slowing
- Your roadmap needs validation before major investment
- Research exists but isn’t translating into strategy
- You need senior research leadership without building a full internal team
- Research operations need scaling across teams or geographies
Recent Impact
- 50%+ engagement lift after research-informed redesign
- ICP redefinition supporting next funding round
- Growth opportunities uncovered through customer segmentation
- Leadership alignment around customer evidence and product direction
Methods
Mixed qualitative & quantitative · user interviews · usability testing · segmentation · surveys · diary studies · personas · JTBD · synthetic users · strategic foresight · AI-enhanced analysis
Offers
DDONE Sprint · 5 days · fixed €3,000
Innovative AI-assisted research sprint to define/refine ICP and validate PMF. Includes evidence pack, opportunity areas, and prioritized next steps.
Research Sprint · 2–4 weeks · from €7,500
Customer interviews, usability testing, concept validation, generative research, and fast decision-ready synthesis.
Fractional Head of UX Research · from €900/day
Research leadership, team scaling, research ops, stakeholder alignment, and AI-enhanced workflows.
Inglés
Bilingüe o nativo
Español
Bilingüe o nativo
Ruso
Bilingüe o nativo
Acepta trabajo presencial
Madrid (hasta 50 km), Barcelona (hasta 30 km), Valencia (hasta 30 km)
Experiencia
- Blueberry Research GroupPrincipal Product Researcher and ConsultantAGENCIAS DE SUBCONTRATACIÓNoctubre de 2025 - Hoy (8 meses)Madrid, España
- Lead a consultancy helping startups and scale-ups sharpen strategic positioning through deep customer understanding
- Define and refine ICP, evaluate and validate PMF, and surface the customer segments that drive growth
- Translate research evidence into strategic recommendations product and leadership teams can act on
- Run the DDONE method as Blueberry's signature 5-day sprint for ICP and PMF validation (book out July 2026)
- TheForkHead of UX ResearchHOTELERÍAenero de 2021 - Hoy (5 años y 5 meses)Madrid, Spain
- Founded and scaled the UX Research practice 0→1, growing from a solo role into a high-performing team and embedding research into product design.
- Designed and conducted hundres of studies using mixed methods and AI tools.
- Created user panels, playbooks, and an insights repository that enabled non-researchers to self-serve insights and raised research quality across the org.
- Developed user archetypes and restaurant segmentations that guided company-wide growth strategy and informed new product bets (e.g., social layer initiative).
- Introduced foresight-driven analysis and AI practices (synthetic users, NotebookLM for synthesis) to accelerate insight generation and adoption.
- Partnered with C-level executives to turn research into strategic decisions that shaped roadmaps and measurable business outcomes.
- Recruited, coached, and expanded the UXR team, cultivating a culture of cross-team collaboration and evidence-based product design.
- MiroLead UX ResearcherAGENCIAS DE SUBCONTRATACIÓNenero de 2020 - enero de 2021 (1 año)Madrid, España• Partnered with leadership to analyze user composition & behaviors, influencing product evolution toward video presence integration.• Identified blockers to adoption in enterprise onboarding, removing barriers to scale adoption.• Pioneered new customer typology and knowledge management principles through qualitative & quantitative research.
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Formación
- M.Sc. Human Computer InteractionPompeu Fabra University2019Interdisciplinary Research and Design
- M.A. Intercultural CommunicationUniversity of Alcalá de Henares2013