Open to new opportunities

I turn complexity into clarity

And clarity into measurable Business Impact. Strategic Experience Designer with 12+ years shaping complex ecosystems across UX research, service design, and business strategy.

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12+
Years Experience
20+
Enterprise Clients
200K+
Users Impacted
Ana Falcao — Experience Strategist
Desirability
Viability
Feasibility
What I Do

Where research meets strategy
and strategy meets impact

🔍

Research & Discovery

Combines deep user research, interviews, usability testing, and data synthesis to uncover what people actually need — not just what they say they wantIntegrates qualitative insights with quantitative research, desk research, and competitive benchmarking, leveraging AI-powered tools to scale and accelerate insight generation. Connects human behavior with data to identify meaningful patterns and translate complex findings into clear, actionable strategies.

🎯

Service Design & CX Strategy

Customer journey creation, persona development, service blueprinting, and experience frameworks that connect user needs to business goals. Focused on designing systems, not just screens. Design and delivery of digital products through multidisciplinary team coordination, aligning strategy, design, and technology. Transforms insights into effective solutions, shaping features, defining brand positioning, and creating cohesive, end-to-end experiences.

💡

Facilitation & Innovation

Leads Design Thinking workshops, co-creation sessions, and strategic alignment initiatives with C-level stakeholders, guiding teams from ambiguity to action. Facilitates online and offline workshops for diverse client targets, including large-scale sessions with up to 40 participants. Collaborates with multidisciplinary teams, designing tailored exercises to support idea generation, validation, business strategy definition, product testing, and brand positioning.

Impact

Results that speak for themselves

+30%
Churn Improvement

Loyalty ecosystem launched in 2 countries

500K+
App Downloads

Consumer energy app with +20% customer growth

+18%
Conversion Rate

CX intelligence program with -13% churn risk

+93%
Customer Profiling

Through predictive persona-based segmentation

Trusted By

Brands I've worked with

From global FMCG to energy, fashion, and digital transformation — I've shaped experiences across industries.

Award Winner

Best Brand Loyalty Innovation

ADC Awards 2025 — Recognized for designing a loyalty ecosystem that engaged 200K+ users within 15 months with +55% profiling consent.

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Let's Connect

Building a team that values
meaningful, measurable design?

I bring the rigor of a researcher, the systems thinking of a designer, and the business fluency to align C-level stakeholders around a shared vision.

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