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Grace Ascuasiasti is a Principal UX Researcher at Eventbrite, where she defines and drives key research processes and practices to help teams build products that respond to the company’s strategy and offer a delightful user experience. She started her career working in strategic design projects in Spain, where she led global research initiatives to design services for brands like IKEA, Telenor and Huawei.

In 2015, Grace worked for Spring Studio, a BBVA company based in Silicon Valley, and later on joined the Design Transformation team in Madrid to work on furthering the skills needed for the digital transformation across teams in different units and countries, as part of a disruptive internal training program to provide everyone in the bank with tools to work collaboratively with different disciplines and to incorporate skills like facilitation, visual thinking and prototyping into their work processes.

In recent years, Grace has helped different companies develop their user experience research practice. She also teaches UX research and facilitation at design and business schools like IE University and the IED Fab Lab.

Event role
Masterclass leader

'Embracing reflective practice'

Developing a practice of reflection can help all professionals who want to think at a deeper level, question their own approaches, challenge assumptions and gain self-awareness. Finding the time to reflect might be difficult, as designers we are going through constant change, learning new tools and skills to face diverse challenges in our projects, these constant changes and learnings are what makes reflection fundamental. Everyone can benefit from reflective practice to improve their work, both as an individual and as part of a team... more >

Friday, September 17, 15:00

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