Fernanda Mujica
UX Research Leader | AI & Research | 10+ Years
Over 10 years of experience turning conversations into insights and insights into impact. UX Researcher for two Unicorn Startups, led an award-winning Service Design agency, and now Senior Researcher at Brazil's most valuable brand, Nubank.
My approach is deeply human-centered yet AI and strategy-driven: understanding what people need and making it measurable.
BrazilianDog loverMystery readerFortnite player
"I speak the language of customers, product, and design"
Professional Journey
2026
Cora
Staff UX Researcher
2022–2025
Nubank
Senior UX Researcher & Design Hub Lead
2020–2022
Take Blip
Senior UX Researcher
2019–2021
Wiz.Co
Senior Service Designer
2013–2018
Avocado Design
Founder & Service Designer
Brazil — Available for remote work and relocation
Skills and Competencies
Research & Methods
Mixed-MethodsGenerative ResearchEvaluative ResearchResearch RoadmappingFocus GroupsUsability TestingA/B TestingMarket Research
Quantitative & Strategy
MaxDiff ScalingConjoint AnalysisSurvey DesignCustomer SegmentationMarket SizingNPS / CSAT / CESStatistical ModelingSean Ellis Score
Leadership & Operations
Research OpsTeam LeadershipStakeholder ManagementTraining & MentorshipAgile MethodologiesScrum / KanbanService DesignProduct Management
AI & Technology
Synthetic UsersCursorContext PromptAI RevisionAutomatized MonitoringFigmaDovetailQualtrics
Education
AI for Designers - Long Course
Interaction Design Foundation
Master of Strategic Design Labs and Service Design
Instituto Europeu de Design Madrid, Spain
Technology & Smart Cities
FGV - Fundacao Getulio Vargas
Bachelor in Social Communication, Advertising
Universidade de Brasilia (UnB)
Impact in Numbers
Research-driven results that transformed user experiences
Nubank
$2B+
Revenue generated after One-Click Transfer launch
MY ROLE Mixed-methods research, competitive benchmarking and UX guidelines to reduce funnel abandonment
From zero to billion with instant money transfer feature
PPW
87%
Ticket reduction in PPW platform
MY ROLE 45-day research sprint with ticket analysis, journey mapping and stakeholder interviews
Reduced support tickets from 40+ to ~5 monthly, transforming platform usability
Nubank
67%
Security-related churn reduction in Open Finance
MY ROLE Behavioral research connecting financial behavior, trust, and product adoption
Churn dropped from 15% to 5% after implementing control-focused features
Nubank
24M+
Open Finance consents achieved
MY ROLE End-to-end research leadership translating fear into measurable product opportunities
Nubank became #1 in Open Finance adoption in Brazil
Avocado
100+
Service Design projects nationwide
MY ROLE Led Service Design initiatives across multiple sectors and regions
Delivered end-to-end service design projects transforming customer experiences across Brazil
SENAI
$2M+
Invested in projects shaped with Design Sprints
MY ROLE Facilitated Design Sprints to validate and shape high-investment projects
Strategic design thinking applied to major innovation initiatives
In Action
Facilitating workshops, presenting insights, and collaborating with teams
My Research Process
1
UNDERSTAND
Problem, team needs, specific questions, business objectives, context and constraints.
2
EVALUATE
Previous issues with product/service, research history, existing data to avoid duplication.
3
DEFINE
Who to consult (segments, personas), ideal groups, recruitment, timeline and budget.
4
COMBINE METHODS
Quantitative or qualitative, sizing, behavioral, mixed-methods as needed.
5
PLAN STRATEGY
Detailed research plan, tools, timelines, deliverable formats, presentation structure.
6
CREATE ANALYSIS MAP
What to cross-reference, framework to answer questions, success metrics.
7
VALIDATE WITH TEAM
Sessions with PM, Designer, Engineering. Validate technical feasibility, align product strategy, ensure design conception.
Case Studies
Research methodologies that drove measurable business outcomes
Fear & Adoption: Trust Unlocked
67% churn reduction | 24M+ consents | #1 in Open Finance Brazil
Challenge:
Security fears were causing 15% churn in Open Finance. How could we turn fear into a competitive advantage?
67%
Churn reduction
15% → 5%
4.0→4.8
Security index
Perception improved
2.4M
Users secured
Felt more secure
AI & Research Specialist
I specialize in AI for Research, providing mentorship on tools like Claude, Cursor, and others. I train researchers and designers to leverage AI for complex analyses, predictive insights, and building custom tools.
AI Training & Mentorship
Trained 20+ Researchers and Designers on Claude, Cursor, and AI tools for complex analysis and predictive insights
Tool Building
Built custom AI tools for research planning, prioritization frameworks, and interactive research visuals
AI Adoption Programs
Led AI adoption initiatives helping teams integrate AI into every part of the research process
How I Use AI in Research
Cross-Geo & Cross-Product Analysis
Copy Vocabularies
Predictive Insights
Interactive Research Visuals
Agents & Skills
Research Cross-Reference
Tools I Built with AI
Planning
UX Research Co-pilot
AI-powered tool to build complete research plans in 15 minutes. Includes methodology recommendations, sample sizing, and interview guides.
Try it
Prioritization
FRIED RICE Framework
Collaborative prioritization tool using RICE methodology with segmentation/sizing. Enables async team voting to define strategic roadmap items.
Feature + Reach + Impact + Effort + Dependency
UX Research Maturity Calculator
Assess your team's research maturity level and get personalized recommendations to elevate your practice.
Try it
30+ Approved
Rolit - Career Assistant
AI-powered platform to adapt resumes, write cover letters, train for interviews, and track applications. Up to 98% ATS match in 3 minutes.
Visit rolit.siteLeadership Experience
Building and guiding high-performing design and research teams
Testimonials
"Fernanda's mentorship helped me reduce research time drastically by teaching me to choose only the necessary methodologies. Now our team applies research with realistic timelines and gets actionable insights faster."
Lucas Borges
Product Designer
"I'm entering the UX Research world, and Fernanda provided invaluable guidance on evaluating what's feasible and interesting for clients. She helped me focus on what would truly impact the product and delight users."
Fernanda Ribeiro
UX Researcher
Leadership Highlights
Avocado Design
2013–2018
Service Designer & Founder
Led team of 11 designers
Take Blip
2020–2022
Senior UX Researcher
Supported 7 product squads
Nubank
2022–Present
Design Hub Lead & Senior UX Researcher
Leading 7 platform designers
Articles & Insights
Thoughts on user research, AI, and the craft of understanding people
Thank You
I appreciate your time and consideration. I'm passionate about research that drives meaningful product decisions and excited about potential collaboration.
Available For
Relocation
Full-time
Part-time
Consulting
Leadership Roles
Contact Information
femujicap@gmail.com+55 61 99137-9908linkedin.com/in/fernanda-mujica-61228a14a
Brazil — Available for remote work and relocation