Workshops & Field Research
Connecting constantly with users to shape better experiences
Overview
Beyond individual projects, my practice is grounded in a continuous rhythm of user connection. Throughout the year, I design and facilitate workshops, focus groups, interviews, and field visits that bring real voices into the decision-making process. These sessions ensure that insights are not isolated to one project, but instead create a living ecosystem of user knowledge.
Formats & Methods
Keeps a constant “pulse” of users needs and behaviors.
Reduces decision-making bias from internal assumptions.
Builds trust by showing stakeholders real evidence from users.
Connects learnings across projects, spotting recurring patterns.
Why it matters
Strategic Outcomes
My role crafting these spaces
Continuous insights feeding multiple products simultaneously.
Increased alignment between cross-functional teams.
Early identification of innovation opportunities.
Stronger user-centered culture within the organization.
Designing tailored methodologies (co-creation, prioritization, prototyping).
Facilitating dialogue between patients, users, and multidisciplinary teams.
Synthesizing outcomes into actionable insights for product and service roadmaps.
Translating live conversations into clear artifacts (journeys, personas, pain point maps).
The following are just examples of workshops, focus groups, and field research conducted throughout the years some representative cases among many ongoing sessions.
Workshops : Conducted both digitally and in person. Depending on the stage and scope, participants may include product stakeholders (Business PO/PM, UX Leads, Tech Leads, Developers) and, when relevant, extended areas such as Legal, Compliance, or Supply Chain to ensure holistic alignment. Sessions are used for co-creation, journey definition, and feature prioritization.
Workshop - Isa conversational
Workshop -
Focus group - Regional managers (GZ)
Focus group - Consultants
Focus Groups : Structured group conversations with end users, often consultants or sales force,depending on the digital product priorization. These sessions allow us to capture perceptions, validate hypotheses, and surface collective experiences that reveal patterns in needs, frustrations, and opportunities.
Field research: Conducted strategically in Colombia, Peru, and Panama, acknowledging that each country has distinct dynamics in how digital products are adopted and used. Observing users in their real context reveals behaviors and constraints that are often invisible in a remote session. This immersion makes it possible to identify cultural nuances, contextual barriers, and real workflows that strongly influence product adoption and engagement.
Field research - Colombia
Field research - Panama - Peru
Segmented surveys: Designed to capture insights from larger user groups and identify differences across roles, geographies, and levels of digital adoption. These surveys complement qualitative findings by providing measurable evidence of trends, validating hypotheses at scale, and segmenting user behaviors for more precise decision-making.
If you like what you see and want to work toghether, get in touch!