Victor M. Gonzalez

Víctor M. González, Ph.D. is an internationally recognized expert in user and customer experience research, with a career dedicated to bridging the gap between academic insight and business innovation. He is the founder of Sperientia [studio+lab]®, a research and consulting firm specialized in intentional experience design, and Rhinosight®, a platform that leverages generative AI to analyze customer experience through conversational agents and intelligent interfaces. With a doctorate in Information and Computer Science from the University of California, Irvine, and prior studies in the UK, Víctor has over two decades of experience conducting applied research in human-computer interaction (HCI), ubiquitous computing, and strategic design. He has authored more than 100 peer-reviewed publications and is frequently invited to speak at international conferences and thought leadership platforms. Víctor’s current focus is the development of MEPI (Mapping Experience through Intentionalities), a methodological framework that shifts the paradigm from touchpoints to intentionality in experience modeling. His work helps organizations design, measure, and transform user and customer experiences by understanding what people aim to achieve—not just what they do. He has advised companies such as Aeroméxico, Cinépolis, La Comer, Grupo Salinas, and a wide array of startups and public institutions. His approach integrates behavioral science, AI, and design thinking to generate actionable insights and scalable strategies. He also teaches and mentors in executive and academic programs, drawing on training from Stanford d.School and MIT. Víctor offers organizations a unique combination of scientific rigor, design acumen, and business foresight. Whether guiding innovation teams, developing experience strategies, or implementing AI-enabled research, he is committed to transforming experiences through empathy, intentionality, and measurable impact