Sena Aydin Bergfalk

I’m a design researcher and service designer based in Barcelona, trained as a cultural anthropologist. I help organizations understand the people and systems they’re designing for—and with—so they can make more informed, intentional, and impactful decisions. My work combines deep qualitative research with strategic and service design tools. I take a mixed-methods approach that blends ethnography, interviews, observational research, and lightweight quantitative inputs to surface patterns, contradictions, and opportunities across user and organizational ecosystems. I specialize in making sense of complexity: unpacking behaviors, mapping service systems, and identifying the cultural dynamics that shape how people experience products, platforms, and institutions. I translate these insights into actionable frameworks—design principles, opportunity areas, and experience strategies—that help teams move from ambiguity to clarity. I typically support clients in four kinds of work: - Strategic research that goes beyond user needs to surface hidden frictions, social values, and unmet expectations - Service and experience design to define or reimagine customer journeys, touchpoints, and delivery models - UX research to evaluate and inform product decisions through contextual inquiry, usability testing, and concept validation - Co-design and facilitation to engage internal teams or communities in shaping solutions together I’ve worked across sectors—from energy to entertainment, health, education, and public services—and I’m particularly drawn to projects where institutions are rethinking their role in people’s lives. Whether it’s redesigning a customer experience, evaluating service and product offerings and exploring new ones, or structuring participatory processes, I bring both a critical perspective and practical tools to help teams navigate uncertainty and act with care. I work on a freelance and contract basis (remote or hybrid), and am also available for consultancy, coaching, and collaborative research partnerships—especially those rooted in real-world complexity and a desire to do things differently.