About
Hola. I’m Isabela.
I’m an Ecuadorian CX strategist and service designer based in Miami.
I research complex customer and business problems, synthesize what matters, and help teams decide what should change and why. My work connects customer needs with business realities, from research and journey architecture through service strategy, implementation, and measurement.
Resume
Point of view
I work best in the messy middle, where customer needs meet what the business can actually run.
How I work
I look at the whole system, not just the screen.
I research with customers and frontline teams, synthesize what matters, define where to focus, and translate that direction into journeys, services, workflows, systems, and measurement.
I’ve done that inside a regional bank, a global surfaces manufacturer, and a millwork company with a system designed to support twelve markets. I work well with cross-functional teams and stay close enough to implementation to learn whether the change actually worked.
From evidence to change
A process that stays connected.
Research
Interviews, surveys, usability testing, behavioral and segmentation analysis.
Strategize
Insight synthesis, opportunity mapping, experience strategy, and prioritization.
Design
Service blueprints, customer journeys, co-creation, and concept development.
Implement
Cross-functional delivery, workflow design, lifecycle systems, and experimentation.
Measure
CX measurement, dashboards, experiment analysis, and customer feedback systems.
Beyond the work
Design is part of how I pay attention.
Outside work, I’m usually at Pilates, planning my next trip, or paying close attention to a great outfit, interior, or building. I’m drawn to design in all its forms, especially fashion, architecture, and interiors, and I’m always curious about how thoughtful choices shape the way something feels.
Let’s connect
Let’s talk about the problem behind the brief.
Hola/Hello!
I’m Isabela, an Ecuadorian CX strategist and service designer based in Miami.
I research complex customer and business problems, synthesize what matters, and help teams decide what should change and why.
My work connects customer needs with business realities, from research and journey architecture through service strategy, implementation, and measurement.
Let’s talk about the problem behind the brief.
