Lead UX Researcher based in Montréal. Currently at Zendesk, previously Shopify. After hours working on guidetouxr
Hi! I’m Paulina
Listening to stories has always been both my passion and my profession. With a Master's degree in Sociology as my foundation, I began my career as a strategic planner for Fortune 500 companies, where I helped craft compelling narratives that resonated with diverse audiences. Ten years ago, I pivoted from storytelling to story-building, leveraging the power of design to create meaningful experiences. Today, as a Lead UX Researcher, I combine curiosity, empathy, and data-driven insights to shape user-centered solutions that bring stories to life in impactful ways.
My process.
I am a UX researcher with a rich and diverse background in social studies, marketing, and strategic planning. Over the course of my career, I’ve worn many hats—market researcher, strategic planner, UX professional, and even startup founder. My experience as a founder provided me with invaluable firsthand insight into the intricacies of the software development process.
I employ a wide range of research methods tailored to the needs of each project. These include user interviews, usability testing, contextual inquiries, diary studies, surveys, card sorting, heuristic analysis, and more advanced approaches like complex surveys designed for segmentation or market sizing, as well as foresight research to identify emerging trends and anticipate future user needs.
My research approach is grounded in three guiding principles:
Engagement
As a researcher embedded within the product team, I actively involve my team in every stage of the research process and ensure we track the impact of our work. When collaborating with stakeholders, I engage them early to understand the broader business context—an area where my strategic planning experience is invaluable. I provide regular updates throughout the research process, ensuring alignment before delivering results that resonate.
Storytelling
Stories are among the most powerful tools for sharing insights and driving meaningful change. As a researcher, I embrace my role as a communicator, leveraging storytelling to craft compelling narratives that make insights actionable and impactful across the organization.
Community of practice
Committed to advancing the democratization of research, I focus on building a community of practice where UX researchers and non-researchers alike can collaborate, share knowledge, and develop their skills. By fostering this environment, I help ensure that research thrives as a core part of the organization’s decision-making process.
Recognizing the need is the primary condition for design.
Charles Eames
My CV
With 10+ years of experience in UX design and research, I currently serve as a Lead UX Researcher at Zendesk, where I lead strategic research for Messaging and Bots products, mentor teams, and build scalable research programs. Previously, at Shopify, I advanced delivered insights that enhanced online shopping experiences for millions of users globally.
My career spans industries such as e-commerce, fintech, edtech, and HRtech. I specialize in diverse methods, including complex surveys, foresight research, usability testing, and diary studies, all aimed at driving user-centered design.
Drawing from a background in strategic planning and UX design, I pair storytelling with a collaborative approach to shape impactful solutions and mentor the next generation of UX professionals.
View my full resume