About me,
I'm Idoia
Pronounced: /iˈdo.ja/ or /ee-doy-ah/
Service & UX/UI Designer ○ ● Researcher & Strategist
As a designer,
I advocate for people ("user", clients) by translating their needs into intuitive, human-centered solutions, ensuring their voices shape the design process.
At the same time, I help businesses improve how they communicate and serve their clients by bridging user needs with strategic goals.
Through facilitation and collaboration, I align stakeholders to create shared understanding and drive better decisions.
With UX/UI, service design, and research,
I create clear, accessible, and meaningful experiences that bring value to all.
My design approach
A map of the design methods I use—blending research, strategy, and experience to create meaningful solutions.
Out of business hours
Where to find me?
When I’m not designing, I’m playing piano or cello (or getting lost in a Spotify playlist), hiking up a trail, training or diving into a new sport.
I’ve always been very active (maybe it’s the Montessori roots or my years as a Scout) but you'd find me:
🧠 Feeding my curiosity: Diving into politics, history, biology, psychology, medicine, and neuroscience.
🌍 Researching important topics: Passionate about sustainability, diversity, and gender studies.
👀 Observing the world: Always questioning how everyday services shape our experiences, helping or hindering us.
Fun facts
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Born at 3,399 meters above sea level in the Peruvian Andes.
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Grew up with the Montessori method, always exploring and asking "why?"
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Lived in five countries (so far), all solo adventures.
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Volunteering since childhood, now I channel that passion into design
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Tried crocodile once… no comments
Education
MA Service Design
spc. in UX and Healthcare focus
at Hochschule Luzern
BA Industrial Design
spc. in Design Management
at Hochschule Luzern
High School
Attended Junior and Senior Years at Montessori High School
at University Circle in Ohio, US
before that
I attended Montessori School
in Cusco, Peru
Work Experience
01
UX Business
Developer
at Edelweiss Connect in
Basel, Switzerland
02
Museum Experience Coordinator
at Historisches Museum Obwalden in Obwalden Switzerland
03
Communication Manager Intern
at SwissPharmaCan GmbH in Winterthur, Switzerland
04
Administration
Assistant
at MINC Services in
Cusco, Peru
Clients
Edelweiss Connect GmbH
Miyara Health Ltd
Emmen Municipality
Microcyte Project (BFH)
Verein Reallabor in Sisslerfeld
Historisches Museum Obwalden
AmPuls Market Research
Skills
Product & Service Design
Workshop Facilitation
User Research & Ethnography
Business & Strategy
Visual & Communication Design
Human Factors & Usability Testing
Data Visualization & Decision Support