About
Hi, I’m Iasmim
(Pronounce Yasmin, not Lasmim. My mum wanted something different, which hasn't always worked in my favour)
I'm a UX Researcher and Product Designer, with 13+ years of experience and with a background spanning research, product design, CX, digital analytics and business. I like getting stuck into complex problems, understanding what people actually need, and turning those insights into products and experiences that make sense. Over the years, I've built UX practices from the ground up, led research and design end-to-end, and worked closely with business, data and engineering teams to take ideas from a question all the way to something real. Curious by nature and quite obsessed with understanding the "why," I bring together research, analytical thinking and creativity to solve problems that work for both people and businesses.
Half Brazilian, half Italian, so yes, I run a little spicy. Passionate about things I care about, allergic to things I don't. I'm a leftie and a rightie, which I like to think means I get to approach problems from both the creative and the strategic side at once.
Outside of work, I'm a devoted calendar-and-to-do-list person. I've been known to bring a Kanban board home, which is not, apparently, universally welcomed. I practice yoga most mornings, and I'm currently living in a tree house, which has made me weirdly good with plants, a genuine camping enthusiast, and the proud human of one cat and one dog.