Freelancer profile translated to English.
Back to original languageAbout Idoia
I am a senior consultant in Customer Experience, innovation, and service design, and a university lecturer in innovation and business model development.
I work with organizations that need to deeply understand their customers and make better-informed decisions, especially when facing strategic changes, growth, or organizational complexity.
My background combines three areas:
- Qualitative research and UX Research, to understand real behaviors, needs, and friction points.
- Innovation and business models, translating that knowledge into viable value propositions, services, and systems.
- Customer Experience and journeys, designing frameworks and ways of working that allow for consistent and sustainable experience management.
I have led and supported projects in:
- qualitative research applied to business decisions
- design of business models and value propositions
- definition of customer experience ambition and strategy
- design and deployment of journeys based on real needs (Jobs to Be Done)
- training and coaching teams in innovation, CX, and work methodologies
I balance consulting with university teaching, where I train professionals and students in innovation, strategic design, and customer-oriented thinking, which reinforces my ability to structure, explain, and transfer knowledge to internal teams.
I have worked with organizations from different sectors (finance, retail, insurance, energy, pharma), collaborating closely with management, CX, design, marketing, and business teams.
I can help you with:
- Qualitative research and UX Research to understand your customers
- Design of business models, services, and value propositions
- Definition and improvement of Customer Experience and customer journeys
- Creation of methodological frameworks and team training
- Strategic support in innovation and change projects
English
Fluent
Italian
Native or bilingual
Basque
Native or bilingual
French
Basic
Remote only
Primarily works remotely
Experience
- Mondragon unibertsitateaCollaborating Lecturer in Strategic ManagementEDUCATION AND E-LEARNINGDecember 2025 - January 2026 (1 month)Bilbao, SpainCollaborating lecturer in the Master's program for Organizational Internationalization, where I taught the Strategic Management course.- Business Models- Business Strategy
- SigmadosQualitative ResearchPUBLIC SECTORJuly 2025 - February 2026 (7 months)Bilbao, SpainCollaboration on a research project for the Basque Government.- Development of discussion guides- Sample design- Moderation of interviews and focus groups- Development of a results report with research insights and findings.
- YNN PLUSCX ConsultantBANKING AND INSURANCEApril 2025 - Today (1 year and 2 months)Madrid, SpainCollaborating with a client on a strategic CX project for a bank in LATAM.The project consists of:1. Definition of Customer Experience Ambition
- Definition of the bank's customer experience framework.
- Identification of key experience attributes to drive.
- Alignment of management and key teams around a shared vision.
- Translation of ambition into operational principles for decision-making.
2. Design and Deployment of the Journeys and Jobs to be Done Model- Definition of the bank's Jobs to Be Done as a structural basis.
- Construction of the methodological framework for Jobs and Journeys within the organization.
- Design of journeys based on Jobs, detailed to the levels of:
- - processes
- - metrics
- - infrastructure and technology
- - employee experience
- Design and implementation of a journey management platform.
- Definition of a governance model based on Jobs and Journeys.
- Socialization and training of internal teams on the new methodological framework.
Reviews
Recommendations
These freelancer profiles also match your criteria
Agatha Frydrych
Backend Java Software Engineer
4.7
(3)
2
Baptiste Duhen
Fullstack developer
4.6
(4)
5
Amed Hamou
Senior Lead Developer
4
(2)
7
Audrey Champion
Web developer
4.3
(3)
4
Education
- Master in Strategic DesignPolitecnico di Milano2017Strategic Design is a design activity that concerns the Product Service System, i.e. the integrated body of products, services and communication strategies that either an actor or a network of actors (companies, institutions, non profit organizations, etc.) generate and develop to create value. It calls for the ability to design products and services whose success today anticipates what will be, or may have to be, the norm of tomorrow. The social demand for a new generation of products and services, coherent with current socio-cultural transformations, and their sustainable development becomes an opportunity for companies able to operate in the context of this new design mindset. This unique meeting of design and company strategy: strategic design
- Master of Engineering (M.Eng.)Universidad del País Vasco/Euskal Herriko Unibertsitatea2014
Certifications
- DIGITAL TRAINING AGILE BUSINESSTHE VALLEY DIGITAL BUSINESS SCHOOL2020