Great to meet you! I'm Laura 🙂
I am a strategic designer, with over six years of experience specializing in transforming complex needs into tangible, user-centered products and services.
I believe that impactful innovation is born from deeply understanding people. That is why, in every project, I combine strategic thinking with research and tangible design. I don’t stop at theory or polished reports; my goal is for strategies to become real, viable services and products that are centered on their users.
How did I end up here?
Bringing strategy to organizations: my entrepreneurial venture.
The combination of these paths is what led me to become an entrepreneur. Today, in my independent practice, I channel all that learning. I am not just a design consultant; I am a strategic facilitator. My value lies in connecting three worlds that often communicate too little: the organization's vision, the possibilities of technology, and the real needs of people. My goal is to reduce uncertainty and ensure investment goes into building the right solution, not just building it well.
Finding my purpose: social impact innovation
The search for deeper impact defined my specialization. The master's degree in Circular Economy gave me the compass to integrate sustainability into the core of innovation. Applying this, at The Art of Discovery, I learned to translate complex pharmaceutical sector data into clear insights and usable experiences. This combination is what I later brought to the public sector at Gobe Studio (GovTech) and to culinary innovation at the Basque Culinary Center, solidifying my role as a translator in fields where technology, people, and social impact converge.
Deepening my expertise in strategic design
With that foundation, the master’s degree in Strategic Product and Service Design was the pivotal turn. I learned to focus not on the "how it’s made", but on the "what should be done and why". This is where I mastered user-centered methodologies, research, business strategy, and value creation. Applying this during my time at Accenture Song / Fjord was my deep dive into the world of high-level consulting and service design for large corporations.
Engineering as a language for solving problems
Studying Industrial Design Engineering taught me to think in systems, technical constraints, and the materialization of ideas. This training helped me prioritize technical feasibility and communicate with development teams in their own language.
What is my working methodology?
My methodology consists of using strategic design to turn complex challenges into viable, people-centered solutions.
01Uncovering insights through research
I approach every project from a qualitative research standpoint, applying a variety of methods throughout the entire product or service lifecycle. My experience ranges from ethnographic research and in-depth interviews to surveys and usability testing, always with the same goal: to uncover people's real needs, behaviors, and motivations.
02Identifying innovation and improvement opportunities
I translate research into actionable insights through strategic briefs, journey maps, service blueprints, and prototypes. These tools not only allow me to decode critical information, but also function as key instruments for aligning teams, grounding decision-making, and communicating findings clearly and convincingly across the entire organization.
03Designing and testing services using agile approaches
I work in close collaboration with business, design, and development teams, both to bring new digital products to market and to improve existing ones. My focus is on conceptualizing, designing, and prototyping iteratively, advancing step by step until we arrive at the most robust solution to the defined challenge.
