Gabriela Salinas

User Research

Workshops

Service Design

Strategy

Foresight

Fintech

Strategic Design Researcher

Mexico City

Helping teams

understand

what really drives

their users.

Helping teams

understand

what really drives

their users.

Get in touch

I work with companies to turn deep user understanding into sharper product and business decisions.

15+

Years in strategic design & fintech

3k+

Students trained across LATAM

20+

Companies consulted

80+

Designers mentored

Trusted by

Bitso

BBVA

GBM

Santander

Coca-Cola

Volvo

Saba

Koltin

Sofía

Vesta

L’Oreal

View course →

Check out my course on Domestika

Four ways we can

work together.

Four ways we can

work together.

Every engagement is shaped around your team's needs and timeline.

01 —

Strategic Research & Consulting

You have questions about your users. I help you find the answers that actually move strategy. From JTBD to personas to service blueprints. The output is always decision-ready.

Discovery sprints

Retainer

One-off projects

02 —

Workshops & Training

For teams that want to build the capability in-house. Sessions that go beyond methodology — your team walks away knowing how to think about users, not just run an interview.

90 min – half day

Virtual or in-person

ES & EN

03 —

Speaking

Strategic design, user research, and the intersection of AI and human-centered research methods. Conferences, panels, and corporate events in Spanish and English.

Keynotes 30–60 min

Panels

Corporate events

04 —

Hybrid Personas

A qualitative research repository augmented with AI to accelerate product discovery. The depth of human research with the speed and scale of AI. Better decisions, faster.

For startups

AI-powered

LATAM focus

Learn more →

Straight from the

people I've worked with.

Straight from the

people I’ve

worked with.

“

Gaby has an exceptional ability to connect user needs with the business vision and translate them into real opportunities for product and experience.

Diana Muñoz Ducuara

Head of Design @ Bitso

“

A super capable design strategist and researcher who transforms complex data and user insights into innovative business solutions.

Benjamin Real

Chief Design Officer @ BBVA MX

“

Having Gaby lead this research gave us confidence and real learning. Every step was clear, and the final report laid out a clear path to keep delivering value to our customers.

Rodrigo Dyer

Head of Design @ Koltin

Having Gaby lead this research gave us confidence and real learning. Every step was clear, and the final report laid out a clear path to keep delivering value to our customers.

Rodrigo Dyer

Head of Design @ Koltin

About

Research that moves

decisions, not just decks.

Research that

moves decisions,

not just decks.

I'm a strategic design researcher and consultant based in Mexico City, with over 15 years working at the intersection of user research, service design, and business strategy — mostly in fintech.

I work independently, taking on consulting projects, workshops, and speaking engagements with teams that want research that actually moves decisions.

Led design teams and projects at Bitso, GBM, BBVA and Idea Couture

Founder of Hybrid Personas, a qualitative research repository augmented with AI to accelerate product discovery

Professor at CENTRO, IBERO, and LABASAD. Domestika course with over 2,500 students

Consultant for Coca-Cola, Volvo, L'Oreal, Saba, Koltin, and Sofía, among others

MA in Business Innovation from CEDIM; specialization in Futures Design from CENTRO

For designers

Looking to grow as a designer?

Visit desiiiiign.

Looking to grow as a

designer?

Visit desiiiiign.

Mentorship, resources and reflections on strategic design for a new generation of designers.

Go to desiiiiign →

Contact

Let's work

together.

Let's work

together.

Whether you're looking for strategic research, a workshop for your team, or a speaker for your next event, I'd love to hear about your project.

Whether you’re looking for strategic research, a workshop for your team, or a speaker for your next event, I’d love to hear about your project.

Or reach out directly

Follow me on Instagram

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Connect on LinkedIn

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Book a coaching session

↗

Gabriela Salinas

Available