I design products that turn data —from behavior or business—into simple decisions for the people who use them.

Territorial intelligence & social listening for strategic decisions

At Indat, we brought together two complementary research streams: large-scale social analytics (social listening and interaction networks) and on-the-ground deployment for canvassing teams.

Ahead of an election, the party needed canvassing teams to visit districts door to door with actionable information: past voting patterns, voter counts, and whether a supporter was already registered. I designed the information shown on their tablets and proposed gamification—points, goals, and team comparisons—to sustain engagement during long days in the field.

“This wasn't a traditional analytics dashboard: it was a tool for someone walking in the sun, knocking on doors with data-driven precision.”

The real challenge was to translate complex electoral and public-opinion data into two simple decisions: which door to knock on first, and whether anyone there was already registered.

Opportunity areas for property investment & rentals

A community was looking for opportunities to invest in rental rooms and properties, in a market where the most popular or expensive options aren't always the best located.

I manually collected the variables that mattered, area by area: transportation, rental prices, CUS and COS—land-use and site-coverage ratios.

“A search that starts with geographic and planning data, not a property photograph.”

Communicating shipping costs without breaking trust

Coppel introduced a MXN $50 shipping fee for orders under MXN $499 after identifying losses exceeding MXN $10 million.

The challenge was to communicate the change without undermining the brand promise: customers already knew Coppel as “the store that doesn't charge for shipping.”

I conducted remote interviews, analyzed six months of social listening, and ran a competitive audit, collaborating with UI and UX Writing to redesign how and when the fee was displayed.

What users say vs. where they look

Does a product photo's background—white or gray—change how people perceive it and how likely they are to click or buy?

We designed an in-store eye-tracking study with 40 users, paired with retrospective think-aloud sessions and a parallel A/B test on the website.

“The most interesting finding wasn't the winner, but the contradiction between what users reported and the biometric measurements.”

Users said the product looked clearer against a gray background, but physiological data—gaze fixation and pupil dilation—showed that a white background produced more focused, direct attention on the product.

What people say and how their bodies respond don't always align.