Hello and Welcome.

I’m Joanna — a UX researcher and strategist with a passion for turning complexity into clarity.


For over 15 years, I’ve led human-centered research that drives product innovation and strategic growth. I’ve helped JP Morgan Chase launch a 0-to-1 banking platform for startup founders, designed a payments system connecting landlords and tenants, and reimagined the digital loan experience. I’ve also partnered with companies like Whirlpool to envision the kitchen of the future and with Circulo de Crédito to explore how to help users build credit.

Rooted in a background in human-centered design—shaped by early career experiences at Frog Design and Lunar—I bring deep expertise and creative rigor to every challenge. I thrive in collaborative environments where curiosity, creativity, and strategic thinking meet. My work is driven by a passion for understanding what motivates people—and helping brands act on those insights with bold, purposeful direction.