Thriving as a User Researcher in an Agency | Lucia Rubio (Haigo)

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Lucia is a Senior User Researcher and Program Manager at Haigo, a design agency in Paris. Over the past six years, she has worked with clients across industries like healthcare, aviation, banking, insurance, and culture, helping them build user-centered products and services.

She has also taught user research to university students and professionals through Haigo’s applied programs.

Some of her favorite projects include:

* Leading research on accessibility needs for people with cognitive disabilities, enabling an insurance company to create better services.

* Improving passenger information for the Parisian metro.

* Enhancing professional software for a data company in aviation.

* Designing services for a pharmaceutical company to improve the quality of life for patients with chronic illnesses.

Lucia is passionate about leveraging design and research to create impactful, inclusive, and user-friendly solutions.

In our conversation, we discuss:

* The dynamic nature of agency work, balancing multiple projects across different industries and the skill of switching contexts effectively.

* Navigating new industries as a researcher, embracing the learning curve, and using an outsider perspective as an advantage.

* Building strong client relationships, moving beyond a transactional role to becoming a trusted partner in their process.

* Handling pushback from clients, especially when they come with predetermined research methods that may not be effective.

* Presenting research insights effectively, tailoring the messaging to different audiences, from core teams to high-level stakeholders.

Some takeaways:

* Starting in a new industry can feel overwhelming, especially when dealing with highly technical fields like aviation or healthcare. However, taking time to talk to experts, ask naive questions, and connect the dots gradually builds confidence. Researchers should embrace the learning process and leverage their outsider perspective to surface fresh insights.

* Rather than maintaining a client-supplier relationship, agency researchers should integrate themselves into teams, aligning with their goals and challenges. Simple efforts like attending office days, informal coffee chats, and showing genuine interest in their work help foster trust. When clients view researchers as partners, they are more likely to value and act on insights.

* When clients insist on specific research methods (like surveys), the key is to understand their underlying goals first. Instead of outright rejection, engage them in a conversation about what they hope to achieve, then suggest alternative approaches that could yield better results. Providing case studies and demonstrating past successes helps build credibility and guide them toward the right methods.

* A single research report won’t work for everyone—stakeholders have different priorities and time constraints. Weekly check-ins keep core teams engaged, while high-level stakeholders need concise, action-driven summaries. Pairing qualitative insights with relevant data points enhances credibility, ensuring findings resonate with decision-makers.

* The best way to ensure research is taken seriously is by maintaining clear methodologies, well-organized deliverables, and a strong narrative. High-quality reports and structured presentations give research the weight it deserves. Making insights easy to digest—through visuals, summaries, and strategic framing—helps organizations act on research more effectively.

Where to find Lucia:

* LinkedIn: www.linkedin.com/in/lucia-rubio-caballeros

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The views and opinions expressed by the guests on this podcast are their own and do not necessarily reflect the views, positions, or policies of the host, the podcast, or any affiliated organizations or sponsors.

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