Georgina Vega
Verified Expert in Design
Designer
Georgina is a user researcher with over ten years of experience, leading projects across Latin America and the US to help companies scale their business by understanding their consumers' rational and emotional minds. She has worked with big companies like Despegar and startups like CookUnity. Georgina has a bachelor's degree in international affairs and a strong background in B2B and B2C projects for the fashion, travel, hospitality, health and well-being, and food industries.
Portfolio
Work Experience
User Research Specialist
Freelance Clients
- Conducted the foundational research for the rebranding of a startup that was acquired by Samsung, one of the leading tech companies worldwide.
- Established a plan for developing the research practice with a focus on developing the team's skills, improving the research studies quality, improving the research cadence by optimizing research efforts, and setting up ResearchOps.
- Created a roadmap for research initiatives to uncover key insights on the user's behavioral patterns, habits, and needs, providing input into longer-term company strategies.
Senior User Researcher
CookUnity
- Led the foundational research that informed the nationwide expansion from New York state as the company's first researcher.
- Drove the research practice, with over 100 insights acted on by teams and over 35 successful experiments based on insights crafted by my team.
- Trained and coached over 15 team members on usability testing and interview moderation.
UX Evaluator
Acamica
- Helped over 200 students find different ways of bringing their ideas to life and identify the ones that best fit users' needs.
- Refined and contributed to updating the design and copywriting learning material to be used by 900+ students.
- Polished and contributed to updating the research learning material to be used by 300+ students.
Senior User Researcher
Despegar.com
- Created the first cross-company communications journey map and blueprint service, which informed over 130 initiatives for 12 teams.
- Reduced detraction by 40% after leading the research that informed opportunities for improving detraction due to activities tickets issues.
- Conducted research that informed a transparent approach for price display and grew conversion rates by 15% for the leading product: hotels.
Communications Consultant (Freelance)
CIO Investigation
- Conducted research and evaluation for domestic and international top companies, including Coca-Cola, Fiat, Telecom, and Santander Bank.
- Provided insights that informed over 78 local product and service launches.
- Oversaw reputation, visibility, and performance studies in offline, online, and social media for 15+ companies in the agrotech, automotive, food and beverages, telecommunications, and banking industries.
Project Lead for Fashion and Design Internationalization
City of Buenos Aires
- Led initiatives for design and tech startups, SMEs, and big companies to scale their operations worldwide, including 30+ countries.
- Organized six trade shows with 350+ local brands participating and 25+ international buyers, closing product and services internationalization deals in all events.
- Identified, planned, and led alliances development to leverage Buenos Aires city's design ecosystem within the UNESCO Design Cities Network.
Education
Bachelor of Arts Degree in International Affairs
Universidad Argentina de la Empresa - Buenos Aires, Argentina
Certifications
Introduction to Probability and Data with R
Coursera
Skills
Tools
Hotjar, Miro, Figma, Lookback, Qualtrics, Tableau, Maze, Sketch
Languages
R, JavaScript
Platforms
RStudio, Visual Studio Code (VS Code), Dovetail
Other
User Interviews, Survey Development & Analysis, User Personas, Card Sorting, Tree Testing, Ethnographic Studies, B2B, B2C, Journey Mapping, Usability Testing, UX Research, Project Leadership, Survey Design, User Surveys, Customer Discovery, UX Strategy, User Segments, UX Audits, Heuristic Analysis, User Research, Heuristic Review, Product Discovery, Qualitative Research, Research Reports, Remote User Testing, Service Blueprints, Communication, Shopping Carts, Customer Journeys, Early Testing, Text Mining, Design, Trade Shows, Market Research, Quantitative Research, Typeform.io, Inspectlet, Economics, Politics, Behavioral Science, Culture, Art, International Trade, Diary Studies, Artificial Intelligence (AI), User Flows, Physical Design, Fashion Design, International Marketing, A/B Testing, Subscriptions, Remote Work, Research Synthesis, User Testing, Concept Testing
Experience
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