Vice President, UX Design Research Manager, U.S. Bank
Rocio leads a team of UX researchers at U.S. Bank as a UX Design Research Manager in the Business Banking agile studio. Before the bank, she conducted UX studies across five product verticals in the healthcare industry at ZS. She engages multidisciplinary product teams, creating impact together through research. Rocio was previously a UX Generalist, researching and designing in agency, startup, small business, and finance environments. Her research career began as an ethnographer in academic and nonprofit sectors, studying work hazards of immigrant Latinx farmworkers and laborers. Besides research, Rocio also enjoys running, traveling, and a good cup of chai. Sierra develops and executes studies at U.S. Bank as a Sr. UX Design Researcher in the Business Banking portfolio. Sierra has conducted varied UX studies spanning fields in Biotechnology, Oil & Gas, and Finance. Utilizing her formal training in Cultural Anthropology, Sierra specializes in taking formalized methodological approaches to research, and applying them in a faster-paced iterative setting. She works to instill focus on the customer and end-user by being constantly curiosity about human nature and behavior.
Designing new experiences is fun yet challenging since it’s tempting to immediately test new concepts with limited foundational research. We narrow our scope too soon, leading to assumptions and creating what we think our customers want instead of what they actually need. The application of Jobs to Be Done (JTBD) is a powerful, strategic framework […]