Hi, I'm
Gergana, UX Researcher
🧭 Driving Product Decisions
🧭 Driving Product Decisions
I lead research that informs decisions and ensures insights translate into action and measurable impact.
⏱️ Working in UX since 2014
🔬 Working in UX Research since 2023
Research
I investigate behaviours, mental models, and decision drivers to reveal underlying needs and constraints. Through structured observation and interviewing, I surface motivations, friction points, and unmet expectations. These insights inform product strategy, prioritisation, and design decisions.
AI-powered workflows
I integrate AI selectively to accelerate analysis, automate repetitive tasks, and streamline research operations. Using structured prompting and custom configurations, I ensure outputs are accurate and relevant. The goal is efficiency without sacrificing validity or critical judgement.
Team enablement
I help teams work in a human-centered way. That means running workshops to align stakeholders, training designers and PMs on research methods, and making research findable so people actually use it. I'm pragmatic about trade-offs between rigour and speed, depending on what the decision requires.
Evidence driven decisions
I combine qualitative and quantitative methods to answer the right questions. In an ever-changing digital landscape with increasing complexity, best practices are useful starting points, but they're not substitutes for understanding your specific users and context. I validate assumptions and measure outcomes, not just gather opinions.