I’m Cindy, a User Experience Researcher and founder of User Assert. I specialize in helping service-based businesses and SaaS teams improve their digital products so they can increase bookings, sales, and customer loyalty. My approach is mixed-methods, so businesses can make intentional, data-informed design decisions. The result: digital experiences that feel seamless for users and drive real business results. Whether you’re a local salon or a SaaS startup, I’ll help you uncover hidden friction points and turn them into growth opportunities. With a background in International Development, Business Analytics, and UX research and design, I bring a unique perspective to every project that blends data-driven analysis, empathy, creativity, and cultural awareness.