Mapeando
el futuro
Investigación Social & Etnografía
para entender y visualizar el comportamiento humano en América Latina.
Human-Nature-Tech
Más allá de los límites disciplinarios, hay una forma intersectorial de actuar y ser. Ofrezco investigación etnográfica (Human) con apoyo tecnológico (Tech), para protección de sistemas naturales (Nature).
Servicios
Etno-mapeo
Etnografía y mapeamento cultural.
Documentación de poblaciones rurales, periurbanas o urbanas: sus estilos de vida, su entorno natural, las vulnerabilidades que enfrentan. Incluye aproximación y moderación, chat-mapping, geofencing, geotagging, así como soluciones en coparticipación con la comunidad.
Servicios
Historia en mapas
Con el respaldo de un sistema de monitoreo poco invasivo (sin drones o cámeras termales), genero infografías que permiten una narración visual sobre procesos, producción o prácticas en un terreno o área operacional. Se destacan patrones de movimiento, trayectorias de usuarios, duración de tareas y uso de recursos.
Servicios
Mapas de conservación
Observación inmersiva y contextual de gestos, lenguaje y técnicas acerca de una producción o actividad sostenible, para registrar y geolocalizar prácticas en peligro, abogar por la salvaguarda de patrimonio cultural, conservación & catalogación, para promoción de memoria local.
Servicios
Business Ethnography
& UX Research
Mejora de productos digitales y servicios a través de investigación centrada en el ser humano. Análisis de discurso, expresiones, rutinas y valores de una población. Traducción de esa información en conocimiento, aplicaciones prácticas y oportunidades. Incluye métodos mixtos quali/quanti, contextuales o in-lab, y workshops de co-creación.
Quién soy
SOFIA FERRÉS
Designer | Etnógrafa | Poeta
Mi intención es participar de la planificación de escenarios que logren cambios éticos y sostenibles, y dar testigo a la transición hacia sistemas justos, resilientes y fiables.
Mapping
the future
Eco-social Research & Ethnography
to understand and visualize human behavior in Latin America.
Human-Nature-Tech
Beyond disciplinary boundaries, there is an intersectorial way of acting and being. I offer ethnographic research (Human) with technological support (Tech) for the protection of natural systems (Nature).
Services
Ethno-mapping
Visual ethnography for social expeditions and incursions. Cartographic documentation of ecosystems, land use, and resources of rural or urban populations, their livelihoods and vulnerabilities. It includes community engagement and facilitation, loss and damage impact assessments, and locally led solutions.
Services
Map-based stories
Supported by a minimally invasive on-the-ground tracking system (no drones or thermal cameras), I offer infographics and heatmaps that enable comprehensive visual storytelling around processes, production, or practices in a given area. The deliverable highlights trail patterns, user trajectories, task durations, and human corridors; allowing analysis of human footprint and land use.
Services
Maps for conservation
Immersive and contextual observation of gestures, speech, and techniques around sustainable production or activity to register and geotag endangered practices. This advocates for heritage safeguarding, material culture conservation and cataloging, for the promotion of local memory.
Services
Business Ethnography
& UX Research
A naturalistic focus on how the things that people say, express, believe, and do, make sense from their standpoint. It includes human-centered research mixed-methods quali/quati, contextual or in-lab, followed by analysis, co-creation workshops and actionable insights.
Who I am
SOFIA FERRÉS
Designer | Ethnographer | Poet
I want to help positive-impact organizations navigate toward preferable futures, participate in scenario planning for ethical and sustainable change, and witness the transition to inclusive, resilient, and trusted new ecosystems.
Contact
Let’s talk!
Hi, I’m Sofia
Design Researcher | Ethnographer
I’m a senior Design Researcher and Business Ethnographer, specialized in translating human behaviors into actionable strategies. For 18 years, I’ve led research projects that informed growth tactics, reduced churn, de-risked product decisions, and influenced roadmaps, managing all aspects of planning and execution for international clients in LatAm.
Citizenship: Uruguay / Italy
Residency: São Paulo, Brazil
+45
Clients
attended
+5,000
Sessions
moderated
5
Countries
covered
Expertise
Identifying
Understanding
Evaluating
Redefining
Foundational Research
to detect a population’s way of living, unmet needs, and gain insights into their routines, thoughts, and myths around a theme.
Contextual Research
to observe usage in its natural environment, probe its acceptance and adherence, and under which features it will gain traction.
Usability Testing
to polish a real user-centered experience, matching interface, context, and habits with usability heuristics and human cognition.
Visual Schemes
to guide usable, intuitive navigation flows and mental models that are safe, coherent, predictable, enjoyable, and inspiring.
Services
In‑lab evaluative UXR methods, conducted in‑person or remotely.
On‑field generative research methods (urban or remote areas).
Management & Operations: methodology definition, project coordination, materials development, translations, and recruitment.
Moderation and active listening in Spanish and Brazilian Portuguese. Trauma‑informed approaches for sensitive data collection.
Focus on the cultural variety and nuances of Latin America, especially the Southern Cone (Brazil, Uruguay, Argentina, Chile).
Compelling analysis & reporting, featuring infographics, audiovisuals, insights, workshops and narratives that are useful and actionable.
Strategic foresight & applied imagination that anticipate societal transformations and provide insights into the future.
Clients
Google Drive
Chrome
Translate
Google Maps
Zoom.com.br
Spotify
Abbott
Nike
WorldBank
J&J
AmBev
Telefónica
PepsiCo
Macmilan
Merck
Vagas.com
Windows Phone
comScore
AzkoNobel
Clorox
MasterCard
Trigg
EasyTaxi
Nokia
Alcon
P&G
Booking.com
Diageo
Thomson Reuters
Fox Int. Channels
Becton-Dickinson
Background
View full list of Academic Education & Publications, Professional Certifications, Boards Memberships, Employment Experience, and attended Conferences.
Sofia Ferrés
Design Researcher | Ethnographer
Education
BA. Industrial Design
Universitat Politècnica de València, UPV
2000-2003, Spain
MSc. Mechanical Engineering
Universidade Estadual de Campinas, Unicamp
2005-2007, Brazil
Sp. Cultural Anthropology
Boston University
2014, USA
Languages
English: professional
Spanish: native
Portuguese: native
Countries of work experience
Brazil, Argentina, Mexico, Paraguay, Uruguay,
Costa Rica, UK, USA, Italy, Spain.
Tools
In-lab UXR: Camtasia, Ipevo, Rev, Otter
Repository: Condens, Dovetail, DoReveal, Dscout
Remote UXR: GreatQuestion, UserTesting, Maze
Fieldwork tools: OsmAnd, Geotracker, QField
Workspace: Slack, Miro, Figma, Asana
Design: Canva, InDesign, Illustrator
Academic Publications
Pérez-Ferrés, “Rediseño del Botiquín Emergency Health Kit con criterios Design-For-Logistics y aportaciones de reutilización”. Dissertation, Universitat Politècnica de València, in partnership with Médecins Sans Frontières and World Health Organization. 2003.
Pérez-Ferrés, “Development of an evaluation tool for products' usability and social inclusion”. Master thesis, Campinas : UNICAMP. 2008.
Pérez-Ferrés, “Development of a New Tool for Usability Evaluation for Inclusive Environments”. ODAM 9th International Symposium on Human Factors in Organizational Design and Management. 2008.
PUPO, Deise Tallarico; MELO, Amanda Meincke; FERRÉS, Sofia Pérez (Org.). “Acessibilidade: discurso e prática no cotidiano das bibliotecas”. Campinas : UNICAMP. 2008. ISBN 9788585783174
Professional Certifications
2002: Course Basics in Physical Accessibility (20h) - Valencia, Spain
2003: Course Volunteer training for people with disabilities (40h) - Valencia, Spain
2003: Course Introduction to Biomedicine and Bioengineering (20h) - Valencia, Spain
2004: Seminar Hospital Architecture (16h) - São Paulo, Brazil
2004: Seminar Design by Necessity: Health, Education, Tourism, Sport (16h) - Porto Alegre, Brazil
2006: Seminar Universal Design (4h) - São Paulo, Brazil
2006: The Ergonomics Society Annual Conference (2 days) - Cambridge, UK
2010: Usability Professionals Association (UPA) Conference (2 days) - Munich, Germany
2012: Remix South UX Conference (6h) - Atlanta, USA
2012: EPIC Ethnographic Praxis in Industry Conference (3 days) - Savannah, USA
2015: EPIC Ethnographic Praxis in Industry Conference (3 days) - São Paulo, Brazil
2018: Conference “Why The World Needs Anthropologists” (2 days) - Lisbon, Portugal
2025: Course Humanitarian Mapping with Whatsapp: Introducing Chatmap (2h) - online
2025: Course Cartography and Environmental Research (8h) - online
2025: Course IA for Climate & COP30 (5h) - online
2025: Brazilian Climate & Carbon Conference (2 days) - São Paulo, Brazil
Volunteer Experience
2004-2007: Researcher at “Todos Nós Unicamp Acessível”, Universidade Estadual de Campinas:
Technical support for students with motor and sensory disabilities.
Co-writer and editor of the book "Accessibility: discourse and practice in public libraries". Elsevier.
Speaker at Congress of Textile Art at the Museum of Forms, Spaces and Sounds of San José, with the subject ‘Accessible Art”, Costa Rica.
2005: Intern at “Ocio para Todos”, Zaragoza City Hall:
Cataloging and monitoring accessibility and inclusiveness of hotels and lodgings in Aragón.
Promotion of culture and leisure activities for people with disabilities and elderly in Spain.
Hobbies
Poet. Award-winning poet with 4 published books, 7 anthologies participations, featured in 15 magazines.
Writer. Contributor to various publishing projects currently under development. Key themes: ethnophilosophy, and futures imagination.
Artist. Mixed media posters & wall arts.
Heritage hiking / archaeo‑trekking.
Professional Bodies
2026: Member of “Design Changemakers” and
“For the Love of Research” professional groups.
2008-2014: Co-founder UPA (Usability Professionals Association) Chapter São Paulo
2011-2012: Coordinator UPA (Usability Professionals Association) Latin America
2011-2015: Member of EPIC (Ethnographic Praxis in Industry)
Relevant Participations
2006: Speaker at Congress of Textile Art. San José, Costa Rica
2008: Speaker at 9th International Symposium on Human Factors in Organizational Design. Guarujá
2013: Speaker at Interaction South America Conference. Recife, Brazil
2017: Speaker at World Information Architecture Day. São Paulo, Brazil
2017: Speaker at UXConf. Porto Alegre, Brazil
Professional Experience
2022-Present: consultant - Latin America
Senior Ethno-researcher
Design Research for international clients.
Ethomapping & Ecosocial Research for preservation initiatives and sustainable food systems in Latam.
2025: Democracy of Dreams - Remote
Director of Design Research & Strategy
Leading the research front to revolutionize funding mechanisms.
Tailoring the user experience for key personas across a global ecosystem serving founders and investors.
Supporting strategic decisions for an innovative positive-impact measurement framework.
Improving tactics for bias reduction, advocating for equality, fairness and the Global South.
2012-2020: Flow Consultoria - Latin America
Founder & Principal
Manager and executer for over 40 projects.
Clients include: Spotify, Google Drive, Google Chrome, Google Translate, Google Maps, Google Safety, Telefónica, Macmillan, Fox International Channels, Thomson Reuters, MasterCard, Merck, Booking.com, P&G, Becton-, AkzoNobel, PepsiCo, AmBev, Abbott, Renault, comScore, Trigg, Vagas.com, Zoom.com.br, WindowsPhone.
Themes include: automotive, fintechs, travel experience, streaming services, cultural codes & naming, anesthesiology interfaces, decor augmented reality, e-learning, medical machine learning, degenerative conditions, parental controling, web safety for elderly, maps, cloud storage, translation services, mobilephone OS, eye and heart diseases.
2017-2019: The World Bank - Mexico
Senior Consultant
Research missions to Ciudad de Mexico, Oaxaca, Guadalajara to improve public administration transparency and accountability mechanisms for the Mexican Federal Government.
Data collecting to evaluate citizen participation and digital engagement.
2011: VRD Research - São Paulo
Design Researcher
Planning and running in-context interviews, user diaries and co-creation sessions in six Brazilian capitals.
Clients include: PepsiCo (flavored sparkling water, sensory snacks user mapping), and Udinese (leading window hardware manufacturer).
2009-2011: In/situm (now Fjord) - São Paulo
Project Leader
Ethnographer for over 20 projects. In-depth interviews, ethnographic immersions, shadowing, co-creation sessions and usability tests.
Clients include: Skype, Nokia, J&J, Microsoft, Sony, MasterCard, Panasonic, Merck, Shire, Renault, Abbott.
2008-2009: C.E.S.A.R - Curitiba / Recife
Usability Specialist
User interface definitions and evaluations for a computer manufacturer engineering team (Positivo Informática) in Curitiba, Brazil.
2008-2009: FaberLudens Institute
Visiting Lecturer for two subjects:
Design Research Methodology
User Interface Evaluation
2007-2008: Try Consultoria - São Paulo
Usability Specialist
Planning, executing and reporting usability tests and heuristic evaluations for web portals, education platforms, auctions services, online banking, charity platforms, chatting sites, music sites, household devices digital panels.
Proposal
| Project subject: | Usability Testing | |
| Prepared by: | Sofia Ferrés | [email protected] |
| Client: | XXXX | [email protected] |
| Date: | April 6th, 2026 | Version 1 |
Methodology
View full list of Academic Education & Publications, Professional Certifications, Boards Memberships, Employment Experience, and attended Conferences.
View full list of Academic Education & Publications, Professional Certifications, Boards Memberships, Employment Experience, and attended Conferences.
Cataloging and monitoring accessibility and inclusiveness of hotels and lodgings.
Promotion of culture and leisure for people with disabilities and elderly in Spain.
Costs
| Activity | Units | Amount/Unit | Total |
|---|---|---|---|
| IDIs - Argentina | 5 sessions | US$ 1,000 | US$ 23,000 |
| Tests | 5 tests | US$ 500 | US$ 4,000 |
| IDIs - Brazil | 16 interviews | US$ 50 | US$ 5,000 |
US$ 37,000.00
Cataloging and monitoring accessibility and inclusiveness of hotels and lodgings in Aragón, Spain.
Promotion of culture and leisure for people with disabilities and elderly in Spain.
Cataloging and monitoring accessibility and inclusiveness of hotels and lodgings in Aragón, Spain.
Promotion of culture and leisure for
Conditions
Cataloging and monitoring accessibility and inclusiveness of hotels and lodgings in Aragón, Spain.
Promotion of culture and leisure for people with disabilities and elderly in Spain.
View full list of Academic Education & Publications, Professional Certifications, Boards Memberships, Employment Experience, and attended Conferences.