01
Read the evidence
Analytics, NPS, support tickets, decline codes — whatever you have. Find where people get stuck, and where it costs you.
Experience studio · Texas
A studio that meets the problem in front of you.
Figure out what to build when the hard problem shows up next. Design what can actually ship.
Discovery
Experience design
Evidence → direction
signals → direction
What you bring
Enrollment status is unclear support
Declined cards, no explanation #1 NPS
Five teams, five versions of truth org
framing
What you leave with
1Shared problem frame
2Experience direction that can ship
390-day bets, ordered
+20%
enrollment completion on a national P2P payments product
+20%
member satisfaction on the same rebuild
10s of millions
monthly transactions behind one unclear decline
5 teams
fraud, risk, cards, digital, support — one shared map
01 · How it works
Three steps. Clear direction.
You do not need more research sitting in a drive. You need to know what to build next.
02
Talk to the people
Your users, plus the people inside who rarely share a room: product, risk, legal, ops, engineering. Leave with one shared picture.
03
Hand over direction
What to build, in what order, and why — backed by artifacts your team can act on.
You walk away with
Problem frame
Experience direction
Journey maps
Service blueprints
90-day bets
AI when it earns its place. Figure out where it genuinely helps users — and where it is noise. Including when AI is in the mix.
02 · Selected work
High-stakes work. Finance as proof of range.
Two engagements at a national financial services provider. Discovery and experience under constraint — the method transfers.
+20%
enrollment completion and member satisfaction
P2P payments · Lead product designer · 2023–2025
Rebuilding P2P enrollment.
Network rules had tightened, satisfaction was slipping, and members needed enrollment to work the first time. Brought Product, Risk, Ops, Engineering, and Legal into one room, tested paired concepts with real users, and built the case that moved Risk and Legal to yes faster.
+20% completion
+20% satisfaction
Network requirements: met
#1
NPS complaint — reframed as trust
Card declines · Service design lead · 2025
Clarity for transaction declines.
Across tens of millions of monthly transactions, members got a decline and little explanation. Mapped the journey across fraud, credit risk, cards, digital, and the contact center, mixing hard data with what members were actually saying.
Reframed as a trust problem, not only risk
Journey + opportunity map now shapes the backlog
03 · How we engage
Start with an Audit. Shape the engagement to the problem.
Evidence first. Decisions leaders can act on.
Lead · Entry
Audit
Clarify the problem before you buy a build. Fixed-scope look at the experience, the evidence gaps, and what to do next — including whether a Sprint, Fractional, or scoped design is the right follow-on.
Start a conversation →Build
AI Product Discovery Sprint
2–3 weeks. Walk away with a problem frame, experience direction, and 90-day bets — including when AI is in the mix. Standard or regulated depth when the stakes need it.
Talk about thisOngoing
Fractional product discovery + UX
Discovery and experience design as the roadmap moves. Soft collaborator model when scope needs more hands.
Talk about thisScoped
Design under constraint
Flows, system, and accessibility when the problem is already framed. Built to survive product, risk, ops, and engineering.
Talk about thisScope and timing land on the first call. Not sure which fit? That is what the conversation is for.
04 · About
An adaptive studio. Led by Ana.
Human Systems Studio is led by Ana Rosa Lerma — product and UX across startups and Fortune 100 financial services. Strongest where problems are multi-owned and trust-critical.
6+ years shipping discovery and experience design under real constraint. Based in Texas. Available for direct engagements and collaboration with design consultancies.
Finishing an M.S. in Business Analytics & AI — design judgment backed by evidence, including when AI is in the mix.
Studio model
Solo-led. Scales through trusted collaborators when scope needs it.
Proof environment
Regulated finance at scale · Method transfers beyond finance
Based
Texas · English & Español
Works with
Product & design leaders, and consultancies that need senior discovery
Contact
Starting something, or looking for a collaborator?
Scoping, Audit questions, Sprint, workshops. Reply within two business days.