Sarita Saffon

Sarita Saffon is a Principal UX Research Consultant at Userlytics with extensive experience in UX, market, brand, consumer, and design research. Throughout her career, she has worked on both the client and consulting sides of the research industry, developing expertise in qualitative, quantitative, and mixed-method research approaches. Her experience spans more than seven years and includes work across diverse industries, from technology and digital products to consumer goods.

Sarita’s approach to UX research is centered on ensuring that the voice of users is represented within organizations. She focuses on understanding users’ opinions, behaviors, needs, and expectations and transforming those findings into actionable insights that can support user-centered and data-informed business decisions. Her multidisciplinary research experience allows her to approach projects from both a strategic and practical perspective, connecting research findings with broader business and product objectives.

Before focusing on UX research, Sarita worked in brand research, including experience with Young & Rubicam, and later moved into UX research within Telefónica’s Digital R&D division, where she worked on international projects involving artificial intelligence and virtual assistants. Her research has included exploring how users perceive and interact with emerging technologies, including the personality and conversational experience of virtual assistants. She has also presented research on virtual assistant personality at the Intelligent Systems Conference in 2019.

At Userlytics, Sarita contributes her expertise as a UX research consultant and has participated in webinars, podcasts, and educational resources covering topics such as continuous discovery, UX benchmarking, accessibility, bias mitigation, AI, and usability research. She has also hosted and participated in conversations with other UX research professionals, sharing practical perspectives on conducting effective and inclusive research.

Sarita speaks Spanish, English, and French, giving her additional perspective when conducting and interpreting research across different cultural and linguistic contexts. Her combination of market research, brand research, UX research, and international experience allows her to help organizations better understand their users and incorporate their perspectives into product and business decisions.