Most designers start with the interface.
I start with the behavior.

I have spent a decade at the intersection of human behavior and systems: as an economist, an industrial engineer, a professor who taught those frameworks to engineers, and now as a UX practitioner who applies them end-to-end.

My entry point is always the same: understand why people do what they do inside a system, then redesign that system so it works better for them. The screen is where that thinking lands, not where it starts.

I am based in the San Francisco Bay Area, building a portfolio that reflects this approach. If you are working on problems that run deeper than the interface, I would like to meet you.

Selected Work

Case studies in progress
CyberSectory
1,261+ Videos
1,342+ Speakers
169+ Topics

Cybersectory

Branding UX / Product Design Information Architecture

A curated video platform for the cybersecurity community: searchable by technical topic, speaker, and event. Built to solve what YouTube cannot deliver for this audience: relevant, trustworthy content that is actually findable.

The design challenge was positioning the platform inside a community with strong aesthetic expectations without defaulting to the cliches of that community. No dark mode hacker aesthetic, no neon, no theatrical complexity. The result is a clean, density-appropriate interface that signals belonging through clarity rather than decoration.

My role covered the full upstream layer: naming, brand identity, information architecture, user journeys, feature definition, and post-launch iteration based on real user feedback gathered at industry events.

Visit Cybersectory

Introspecti

A curated platform helping users discover mental health podcasts matched to their specific needs. Designed for calm, clarity, and real usability.

Case study coming soon Visit site

Fonograpp

A web-based memory game for adults 50+, blending cognitive psychology and game mechanics to encourage daily memory training through gentle play.

Case study coming soon Visit site

Cinemail

A minimalist email service delivering weekly cinema schedules without the clutter. One decision: respect the user's time and attention completely.

Case study coming soon

Let's talk

I am open to UX Designer, Product Designer, UX Strategist, and UX Researcher roles at companies with strong human-centered design practice.

hello@lauraupegui.com LinkedIn