Black background with white, distorted text that reads 'ISABELA-ELEFOL'

A researcher who loves to learn about human behavior and its relationship with technology

ABOUT ME

I’m a UX Researcher working at the intersection of Human-Computer Interaction, behavioral science, and critical inquiry. I design and lead research that goes beyond usability, exploring how people interact with technologies, systems, and meanings to inform products that are not only functional, but culturally and ethically grounded.

I began my career in advertising and marketing, but early on I fell in love with understanding people and emerging trends— which naturally led me deeper into the world of research. Working in startups and innovation sprints, I became increasingly fascinated by how humans interact with technology.

  • Sr. Researcher | Insights

    will bank
    Nov 2025

    Led end-to-end product research for credit and debit card experiences, from discovery to validation

    Note: This role was interrupted due to the liquidation of the institution, an external organizational event unrelated to team or project performance.

  • Ília Digital

    Sr. UX Researcher

    Ília (Livelo)
    Jul 2024 – Present

    Leading end-to-end UX research for Livelo’s travel and rewards products, applying mixed methods and driving user-centered decisions across product teams.

  • Trinus .co

    UX Research Lead

    Trinus .co
    Jul 2023 – Jul 2024

    Structured and led the UX Research team, defined OKRs, and created a research repository, delivering high-impact insights in financial and real estate products.

  • Trinus .co

    UX Researcher

    Trinus .co
    Nov 2021 – Jul 2024

    Conducted B2B and B2C research for fintech and real estate platforms, including usability tests, journey mapping, and product strategy aligned with analytics.

  • ODISSEIA

    Market Researcher & Instructor

    ODISSEIA
    Aug 2018 – Jun 2024

    Conducted strategic research on trends and consumer behavior; led workshops for 300+ students on branding, innovation, and market analysis.

  • Resultys

    Marketing Intern

    Resultys
    Mar 2018 – Sep 2018

    Created marketing content for a B2B SaaS platform, supporting lead generation with strategic campaigns and educational materials.

  • Walt Disney

    Attractions Host (Cultural Exchange Program)

    Walt Disney World
    Dec 2018 – Jan 2019

    Selected for the Disney International College Program; provided customer service in Fantasyland attractions with advanced English communication skills.

A BIT OF MY JOURNEY

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A BIT OF MY JOURNEY /

SKILLS

RESEARCH METHODS

RESEARCH & METHODOLOGY

  • Mixed methods research (qualitative + quantitative)

  • User interviews, usability testing & concept testing

  • Diary studies & longitudinal approaches

  • Ethnography & netnography

  • Survey design, sampling & analysis

  • Desk research, benchmarking & secondary data review

  • Heuristic evaluation & experience audits

  • Digital behavior analysis

  • Semiotic, discourse & content analysis

  • Trend research & cultural insight

  • NPS & VoC data integration

  • Research repository management (Condens, Dovetail, Notion)

  • ResearchOps practices & process optimization

DATA & ANALYSIS

  • Behavioral analytics (Hotjar, Maze, UXCam)

  • Google Analytics, Firebase & Clarity

  • Data triangulation & synthesis

  • Iramuteq, SPSS & basic Python for text and data analysis

  • Web scraping & data cleaning

  • Insight reporting, visualization & storytelling

  • Hypothesis framing, testing & validation (A/B experiments)

  • Impact measurement & strategic alignment

  • User-centered strategy & product discovery

  • Ideation & prioritization workshops

  • Business, product & experience alignment

  • Strategic problem framing & opportunity mapping

  • Service design collaboration (journeys, blueprints, prototyping)

  • Trend analysis & futures thinking (Box1824 framework: tech + behavior + local lens)

  • Scenario planning & strategic foresight

STRATEGY & INNOVATION

  • Cross-functional teamwork (Product, Design, Data, Marketing & Business)

  • Stakeholder management & expectation alignment

  • Workshop facilitation & co-creation practices

  • Research & knowledge sharing

  • Presentation & public speaking (executive storytelling)

  • Teaching & mentoring — 300+ students trained in UX Research & cultural analysis

COLLABORATION & COMMUNICATION

THEORETICAL FOUNDATIONS

&

  • Human-Computer Interaction (HCI)

  • Communication & media theories

  • Sociology of technology & digital cultures

  • Critical and interpretive research approaches

  • Subjectivity, identity & online behavior

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A woman giving a presentation to a small group of people in a modern, well-lit indoor space with artwork on the white brick walls and a large screen displaying a slide titled 'SEO NO PINTEREST.'
Young woman giving a presentation to an audience of people working on laptops, with a slide projected behind her that has Portuguese text about keywords.
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A woman giving a presentation in a conference room with a large screen behind her that displays a slide titled 'Como Validar Ideias?' She is standing behind a desk with a laptop, water bottles, and a microphone, and is pointing towards the screen. A
A woman sitting on a stage with a microphone in her hand, smiling, wearing a brown jacket, light pink shorts, and black heels, with a blue screen behind her displaying text in Spanish.
A panel discussion with five women seated in a semi-circle on stage. A large screen behind them displays details about the speakers. The stage has a sign in front that reads 'autism us.' The setting is an indoor conference or event space, with a colo
A woman presenting to an audience in a conference room with rows of blue chairs, a table with a laptop and water bottles, and a presentation screen. The audience consists of diverse people attentively listening.
A woman stands in front of a group of people seated at office-style tables in a conference room. The room has large windows, ceiling lights, and wall-mounted screens.
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REFERENCES &

TESTIMONIALS

“Isabela has been a great inspiration to me since 2018, when I saw her bring her ideas and strengths to the world through Odisseia. An exemplary professional, she excels in organization, proactivity, and excellence in everything she does. Her active listening skills are a key differentiator for her organizational impact. She's always willing to help and teach, and is always seeking new challenges. I learn daily working alongside her, both in hard and soft skills."

CACÁ, Raio/Meiuca

“Isabela is a unique professional who combines technical knowledge with determination to produce excellent results. She is extremely efficient in any challenge. I was impressed by how quickly she learns everything she's tasked with. She has a fast delivery capability while maintaining quality."

IVAN GONÇALVES, CEO Geoinova

“I had and still have the honor of working with Isabela. She possesses immense capacity for understanding, learning, and copywriting. She is a great inspiration in her dedication, responsibility, and competence. She is committed and goes after what she wants. She has always demonstrated her ability to handle conflicts and deal with people, which is essential. She was and is a great partner for various projects, contributing greatly! The company Lefol works for will be very fortunate to have such a well-rounded professional, such an educated, intelligent, and charismatic woman."

KET KOMOREK, Akcit

“I'm speechless about this prodigy of a woman! Always so dedicated and visionary. Always full of "I can do it" and then going out there and achieving it, because she has a focus that only those who are passionate about what they do have! I love our exchanges, always so enriching 💖”

ISADORA DUARTE, Content Creator

TALK TO ME