Rosalia lopez

I've led research-informed digital and experience engagements through COADS Consulting since 2018, translating customer evidence, business goals, and operational constraints into strategy, information architecture, interfaces, and delivery priorities.

My work spans 10+ national mixed-method studies, 76+ focus groups, and research across Anáhuac University, IPN/CIECAS, UNAM, CONACULTA, and CONACYT-SECTUR. I use interviews, surveys, field research, usability testing, segmentation, and statistical analysis to turn complex evidence into decision-ready recommendations.

At the Federal Electricity Commission, I improved prioritization of service changes affecting 675,000+ customer accounts by connecting customer, commercial, and operational KPIs across end-to-end service touchpoints. I also supported decisions on 200+ tourism projects by restructuring evaluation methodologies and KPIs.

I'm especially interested in bridging research and design: from discovery, Jobs-To-Be-Done, personas, and journey mapping to information architecture, prototypes, and scalable design systems. I use AI-assisted research and design workflows to accelerate analysis and concept exploration while retaining human judgment.