I'm a systems-minded designer and business thinker; a creative, curious, passionate strategist and researcher.


I identify value by interACTING with customers: I conduct qualitative ethnographic research to understand how people live, work and interACT. Then, I translate this research into meaningful insights about human behavior, and foster actionable insights to develop a robust service. This Service Dominant Logic (SDL) become a competitive advantage for any organization/project.






Find out about some of my projects and the impact of our research findings on user-centered design and business strategies.

About me

E-mail: felipecuellar1@gmail.com