Who am I?

I’m Pedro Silva, a UX researcher and service designer focused on understanding people—their behaviours, needs, and motivations—to design better digital products and services.

I work at the intersection of UX research, service design, and strategy, translating human insight into solutions that are both meaningful for users and effective for businesses. My approach is grounded in an H2H (human-to-human) perspective—because behind every product, service, or system are real people.

With a background in Industrial Design and a Master’s in Research and Innovation, my career spans design, strategy, and digital product development across healthcare, fintech, retail, mobility, and technology. I’ve led and contributed to initiatives for organisations such as Meta, Google, Uber, NHS, Santander, and BMW, as well as global brands including Samsung, Coca-Cola, IKEA, Telefónica, and Roche.

Over the years, I’ve built expertise in uncovering insights, mapping complex service ecosystems, and shaping end-to-end experiences that align user needs with business goals. Whether supporting digital product development, defining service strategies, or guiding transformation initiatives, I focus on turning complexity into clear, actionable direction.

I believe that research, co-creation, and systems thinking are essential to designing products and services that truly work. My goal is to help organisations make better decisions—grounded in real human insight—while creating experiences that deliver lasting value.