While every organization has constraints to consider when designing experiences for customers or users, designing the ideal customer experience is completely possible within those constraints. Begin by identifying the experience you want your customer to have and work “backward” from there.
Back to team page
Abraham Ortiz Tapia
UX Researcher
Abe is passionate about using UX research to inform the design of products and services that meet the needs of users and their communities. Throughout his career, Abe has worked in various spaces that allowed him to gain a deep understanding of how the intersectionality of technology, community, and social impact influence client and consumer behavior, including education, engineering, and law. He has a Bachelor of Science in Biomedical-Mechanical Engineering, with a concentration in Innovation Leadership, from Marquette University.




Bold facts
Learn more about

Something unique about you summed up in one sentence:

Your favorite city in the world is...and why?

Share an interesting fact, a favorite food, your hobbies, a special skill:

Your ultimate celebrity dinner party guest list would include:

You cannot start the day without doing this:

Long-term personal or professional goal:

Favorite quote:

What is your favorite way to give back to the community?
Read our team’s latest bold insights
UX project logistics: choosing the right vendors for project success
Selecting the correct vendors to support your UX project is critical to success. From facilities to recruiting, knowing the right questions to ask, budget constraints, and client needs and expectations will make the selection process smooth and painless.
Reclassifying diabetes: 3 implications for product design
Recent research suggests that reclassifying diabetes may allow for the development of more targeted diabetes treatments. This could present opportunities to design these treatments to maximize patient safety and experience.
Designing your POS so it’s not a POS
Regardless of whether the interface is intended to be used by a customer (novice) or an employee (expert), the key is to ensure that the POS interface is designed for the intended audience. To do this, organizations should engage users throughout the design process.