Research that turns into product decisions.
I’m Andriele, a UX Researcher with 6+ years in product and tech. I research with users across the Americas and Europe, in English, Spanish and Portuguese, combining interviews, usability tests, surveys and product data to answer the questions that block Product, Design and Machine Learning teams.
Hard questions, answers that changed direction.
Three studies where research shaped what the team built, measured or set aside.
What makes a feed “good”? Evaluating recommendation algorithms with real people.
The ML team had four new algorithms and no user-defined criteria for what a good result looked like.
Why was almost no one using the new teammate finder?
A survey, interviews and A/B test data showed the problem wasn’t the feature. It was finding it.
European expansion: the barrier wasn’t cultural.
Revenue data and interviews showed that growth was blocked by technical and regulatory issues.
More results
- +20% conversion in Latin America after adapting the app’s wording for the region (“match” became “connect”). Gameram
- Behavioral personas built from about 150 interviews and combined with product usage data. Gameram
- NPS and churn tracked over time, with detractor interviews explaining changes and informing onboarding improvements. Turno
- A 25-day average onboarding time uncovered in a mixed-methods study, leading to tutorial improvements. Turno
- Two rounds of investment supported by usability tests and interviews. Unpress
- In-person courses moved online in four months; fixing terminology mismatches significantly increased enrollment. Materialize
From people I’ve worked with.
“Andriele helped us to understand our users dramatically better. […] She prepared several huge reports that changed our product.”
“She knows how to collect information effectively: she chose the right methods, asked the right questions, and ensured the data we gathered was reliable and aligned with our goals.”
“Andriele is an excellent UX researcher, notable for her dedication and responsibility. On top of that, she’s a pleasure to work with, always bringing a positive and can-do attitude to work.”
“She is the teammate you need. […] She is customer-centric, empathic in general and passionate when it comes to User Experience Research. I highly recommend her and would work with her anytime again!”
“I can’t speak highly enough of her dedication and expertise in the field of user experience. We had the opportunity to participate in some fascinating research activities together, and her insights were invaluable.”
“O trabalho da Andriele foi essencial para mapear as necessidades dos usuários e investigar se tinham match com os protótipos desenvolvidos. Foi uma grande parceria, aprendi muito com ela sobre UX research.”
“Trabalhei com a Andriele em projetos de diferentes áreas de negócios e em todas as oportunidades ela demonstrou muito comprometimento, proatividade e resiliência. Andriele possui um profundo conhecimento na área de UX Research, dominando o planejamento e execução de pesquisas […]”
From business question to decision.
The method comes after the question. Every study starts with a decision to be made and ends with a clear recommendation.
Frame
Understand the decision the team needs to make and what we already know, from data and from people.
Choose the method
Qualitative to understand why, quantitative to measure how much. Often both.
Go to the field
Interviews, moderated and unmoderated tests, surveys and product analytics, in three languages.
Synthesize to decide
Short, decision-focused reports for Product, ML, Design and leadership.
Start with the decision, not the method.
Good research answers a question someone needs to answer now.
Numbers and stories, together.
Data shows what happens. People explain why. One without the other tells half the story.
A good insight becomes an experiment.
Whenever possible, a research finding becomes a testable hypothesis, and gets measured.
The right method for each question.
The methods I use, when I use each one, and where they made a difference.
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In-depth interviews
Discover · Qualitative · ModeratedTalking directly with the people who use the product to understand motivations, context and pain points.
WhereAbout 150 interviews for Gameram’s personas.
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Contextual research
Discover · Qualitative · ModeratedObserving people in their own environment, where real use happens.
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Behavioral personas
Discover · Qualitative and quantitativeTurning behavior patterns into profiles that guide product decisions.
WhereInterviews combined with usage data at Gameram.
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Journey mapping
Discover · QualitativeVisualizing the end-to-end experience to find where it breaks.
WhereJourneys and tasks mapped in Gameram’s personas.
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Moderated usability testing
Evaluate · Qualitative · ModeratedWatching people use a prototype or product live, and asking why.
WhereInsights that supported two investment rounds at Unpress.
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Unmoderated testing
Evaluate · Qualitative and quantitative · UnmoderatedTests without a moderator to validate flows and versions with more people, faster.
WhereAlgorithm evaluation with experts at Gameram.
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Card sorting
Evaluate · Qualitative and quantitativeUnderstanding how people group and label information.
WhereGuided a navigation redesign at Turno.
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Expert evaluation
Evaluate · Qualitative and quantitative · UnmoderatedAdding expert judgment to users’ perspective when evaluating a solution.
Where4 feed algorithms evaluated against 12 criteria.
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Surveys
Measure · Quantitative · UnmoderatedMeasuring attitudes and behavior at scale, with well-designed questions.
Where652 responses in Gameram’s adoption study.
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A/B testing
Measure · QuantitativeTurning insights into hypotheses and measuring the real effect.
Where+30% conversion from a test born from interviews.
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Product analytics
Measure · QuantitativeReading real behavior in the product to know where to look.
WhereMixpanel, Metabase, Tableau and Firebase.
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Experience metrics
Measure · QuantitativeNPS, CSAT and churn tracked over time.
WhereRecurring reports and dashboards at Turno.
No method matches this combination.
Toolkit.
What I use day to day, from data collection to analysis and sharing.
Research and surveys
- User Interviews
- Lookback
- Optimal Workshop
- UX Tweak
- SurveyMonkey
- Survicate
Analytics and data
- Mixpanel
- Metabase
- Tableau
- Firebase
Collaboration
- Miro
- Notion
- Jira
- Confluence
AI
- Claude
- NotebookLM
Psychology as the foundation, product as the field.
Before researching digital products, I studied human behavior: my background is in Psychology, with a Master’s from the Federal University of Paraná (UFPR).
Today I run research end to end, from planning to recommendation, combining moderated and unmoderated studies, surveys and product data. I’ve evaluated recommendation algorithms with users and experts, built experience metrics tracked over time, and presented findings to CPOs, founders and data teams.
I work remotely with companies across Latin America, North America and Europe, running research in English, Portuguese and Spanish.
Timeline
- Senior UX Researcher · Gameram Social app for gamers in the Americas · Cyprus, remote
- Postgraduate degree in User Experience Design and Beyond PUCRS
- Data-Driven Design: Quantitative Research for UX Course · Interaction Design Foundation
- UX Researcher · Turno Marketplace for cleaners and short-term rental managers · USA, remote
- How to Become a Games User Researcher Course · Interaction Design Foundation
- Independent UX Researcher Projects for Unpress and Yara · USA, Switzerland and Norway
- UX Research Specialist · Materialize Digital learning platforms · Curitiba, Brazil
- Conducting Usability Testing Course · Interaction Design Foundation
- UX Research Course · Product Arena
- Interaction South America IxDA · Florianópolis
- Master’s in Psychology Federal University of Paraná (UFPR)
- Ethnographic Research for Innovation Course · Carol Zatorre, anthropologist
- Bachelor’s in Psychology Federal University of Paraná (UFPR)
Research notes.
Short pieces on methods, language, and how a finding becomes a product decision.
The number shows it changed. The interview explains why.
Experience metrics tell you when something is wrong. On their own, they don’t say what to change.
PersonasPersonas that describe what people do.
Age and job title rarely explain why someone uses a product. Tasks and motivations do.
ExperimentsFrom interview to A/B test.
An interview suggests what might change behavior. A test shows whether it did.
Have a question that needs an answer?
I’m open to conversations about UX Research roles and research projects, in English, Portuguese or Spanish.