Valentina Rosa

"Valentina Marques da Rosa is a Principal UX Researcher at Userlytics with a multidisciplinary academic and professional background spanning psychology, industrial engineering, strategic design, fashion, consumer behavior, and user experience research. Her diverse education and research experience allow her to approach UX from multiple perspectives, combining an understanding of human behavior with design, research methodology, and business objectives.

Valentina’s academic background began with a degree in Psychology from Pontifícia Universidade Católica do Rio Grande do Sul. She later completed a Master’s degree in Strategic Design at Universidade do Vale do Rio dos Sinos and a Master’s degree in Fashion at Ryerson University in Canada. She subsequently completed a Ph.D. in Industrial Engineering at the Federal University of Rio Grande do Sul, where her research focused on user experience and subjective well-being.

Her research interests have consistently centered on the relationship between people, products, design, and experiences. During her academic career, Valentina investigated topics including consumer behavior, emotional design, packaging, visual attributes, decision-making, and user experience. Her research on how the colors and shapes of food packaging influence user experience and consumer preferences was published in the International Journal of Consumer Studies.

Valentina’s academic work has also explored how design can contribute to human well-being. Her research has examined the role of design in improving people’s experiences and supporting subjective well-being, connecting design decisions with psychological and behavioral outcomes. This background gives her a particularly strong foundation for understanding not only what users do, but also the emotional and psychological factors that influence their interactions with products and services.

At Userlytics, Valentina works as a Principal UX Researcher and leads research that helps organizations better understand their users. Her work includes qualitative and quantitative research, stakeholder interviews, usability testing, co-design workshops, and the analysis and communication of research findings. She uses these methods to identify behavioral patterns, uncover user needs, and develop actionable recommendations aligned with client and business goals.

Her multicultural and multilingual background is another important part of her research perspective. Valentina is fluent in Portuguese and English and also has knowledge of Spanish. Having studied and worked across Brazil, Canada, and Spain, she brings experience working across different cultural contexts and perspectives.

Valentina has also contributed to the UX research community through speaking engagements and professional events. She has presented on topics including how designers and researchers approach UX tools differently and has participated in Userlytics discussions around AI-native research and the future of UX research.

Her combination of psychology, design, engineering, fashion, consumer research, and UX research gives Valentina a distinctive perspective on human behavior and experience. She brings these disciplines together to help teams understand users more deeply and create products, services, and digital experiences that are both useful and meaningful."