Hallo·Hola·Hello

Stop guessing what your users need.

Strategic UX research and service design, in three languages. I help product teams make grounded decisions across English, German, and Spanish markets — without the nuance that gets lost in translation.

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Susana Binder UX Research · EN / DE / ES

Worked with teams at

What I do

Three ways to work together — pick the shape that fits.

Starting from scratch, in motion and stuck, or looking for an outside partner on retainer. I adapt to where you are.

End-to-end experience & service design

For Teams starting from scratch or rebuilding from the ground up.

I run the whole arc — research, alignment, decisions you can defend. From early discovery to recommendations your team can actually act on.

How this works

Most common starting point

Targeted support for key phases

For Teams in motion who need sharp input on one phase.

You're already moving and stuck on something specific — user research, flow review, insight synthesis. I drop in, sharpen the thinking, hand back something usable.

How this works

Ongoing UX partnership

For Teams that want an outside perspective on tap.

Monthly retainer. Strategic input, research oversight, occasional hands-on work — shaped to what you need each month. No constant re-onboarding.

How this works

Every engagement is shaped to fit. Let's scope what makes sense for yours.

How I work across the journey.

Four phases, from early exploration to implementation. I pick up where you need me and hand back something your team can act on. No rigid sequence — I adapt to where you are.

Discover

Explore the problem and understand your users.

Define

Synthesize findings and decide what to solve.

Develop

Shape and refine potential solutions.

Deliver

Test, validate, and refine the final solution.

Hallo.

Hola.

Hello.

About

I'm Susana — a trilingual UX researcher and service designer based in Barcelona. Over the last decade I've helped teams at Google, Meta, Zurich, Iberia, Signify/Philips, DDB and plenty of startups figure out what their users actually need.

My path here wasn't linear: law, then business, then design. Each one left a mark — analytical rigor from law, outcomes-thinking from business, the discipline of asking before building from design.

I work in English, German, and Spanish. I tell clients upfront what I'll do, what I won't, and what's realistic. And I adapt — to your team's setup, your pace, your constraints.

More about me →

Selected work

Curious what this looks like in practice?

End-to-end experience design

Personas and journeys for a new skincare brand

Validated the two customer personas that became the foundation of the brand's launch positioning.

View project

Targeted support

Customer research for a new digital insurance experience

Mapped the friction points blocking conversion in a new digital quote flow and prioritized the fixes.

View project

Ongoing partnership

Strategic UX guidance for a family-run medical practice

Set up the UX practice now informing every digital touchpoint of the clinic's patient journey.

View project

Assumption is the mother of all fuckups.
Don't assume — ask your users.

— me, often

Working with me

Here's what working with me actually looks like.

I'll tell you upfront what's feasible and what isn't. No vague timelines, no pretending I know markets I don't, no insight I can't back up. You'll always know where you stand.

// what i will do

Things you can count on.

Tell you upfront what's realistic, in scope, and in budget.
Adapt to your team's pace, setup, and existing process.
Push back, respectfully, when assumption is doing the work.
Hand back insight you can act on — not just a deck.

// what i won't do

Things I'll politely turn down.

Pretend I know your industry inside-out from day one.
Run research for its own sake when observation will do.
Stay quiet when something isn't working.
Promise insight I can't back up with evidence.

Testimonials

What past collaborators say.

Her interviews are sharp and focused, always aimed at extracting the most relevant insights. She distills extensive customer feedback into clear, actionable takeaways that have directly helped us improve our customer-facing digital touchpoints and drive better e-commerce conversion.

Marco Arnaiz

Head of Digital Business · Zurich Insurance

Susana was instrumental in our user testing project. She quickly understood our needs, enhanced our approach, expertly conducted the interviews, and delivered insightful summaries. Her professionalism and collaborative spirit made the entire process a pleasure.

Alex Moulin

B2B UX/UI Design Lead · Signify / Philips

She quickly identified our challenges, designed an effective research approach, and provided clear insights that drove our strategy forward. Her collaborative spirit played a crucial role in refining our offerings to align better with user needs.

Alex Moneva

Head of PM & Operations · The Keenfolks

Susana made a detailed diagnosis, identifying friction points from the user's perspective and suggesting alternative ways to resolve them with their pros and cons — so we could choose the path forward as a company. She has clear, well-founded opinions and expresses them with precision.

Pau Agulló

CEO · Shoptimus AI

Her greatest contribution was her ability to translate quantitative data into understandable, applicable concepts — becoming the bridge that joined different disciplines toward an efficient, coherent result. Having her on your team is a synonym of quality.

Martina De Acetis

Data Strategy & Analyst · DDB Spain

Susana has consistently delivered outstanding work, always going above and beyond. Her expertise as a researcher and facilitator was particularly valuable — she was instrumental in gathering insights that had previously been difficult for us to capture.

Ascanio Afán de Rivera

UX/UI Team Lead · Zurich Insurance

Let's talk

Got something you're stuck on?

No-pitch conversation. I'll tell you upfront if I can help, what'll work, what won't, and what it'd cost. If I'm not the right fit, I'll say so.

Book a 30-min call →