Hi, I'm Gergana Angelova,
Senior UX Researcher.

I'm a curious human based in Berlin, where I started my UX career 11 years ago and have called home ever since.

As a researcher I love digging deep and getting to the heart of user needs. Whether it’s through interviews, usability testing, or behavioural data analysis, I uncover insights that drive informed, user-centered decisions. I help teams build cognitive empathy for users by exposing them to insights, making it easier to understand the user's needs and goals — plus, I try to keep things fun along the way.

I research

I love learning about people, their attitudes, behaviours, mental models, thinking styles and guiding principles. I listen and observe to uncover their needs, motivation and pain points. This understanding fosters empathy, which serves as the foundation for outstanding products and services.

I design experiences

I love enabling teams to work in a user-centered way and to deliver frictionless and inclusive experiences.

I collaborate to solve problems, choosing simple over complex and done over perfect. I balance innovation and creativity with a healthy dose of pragmatism in my day-to-day work. I strive to create win-win situations in which both users and business benefit from positive outcomes.

I am evidence driven

I am familiar with design patterns and best practices but I don't rely solely on them. A one-size-fits-all approach can't work well when designing experiences in an ever-changing digital landscape. Therefore I make informed decisions with a data informed approach — validating design decisions and measuring UX outcomes.