Hello, my name is Miriam.

I’m a UX Strategist. I specialize in turning ambiguity into structured discovery — identifying high-impact opportunities, defining success metrics early, and using experimentation to guide product decisions.

Mother of two under two. Yogi. Food lover.

👉🏼 See work

+5% global checkout conversion

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$200M+ annual revenue uplift

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+25% onboarding activation increase

+5% global checkout conversion * $200M+ annual revenue uplift * +25% onboarding activation increase

My Working Principles

I don’t design for features.
I design for value.

If a product doesn’t solve a real human problem, it doesn’t matter how well it’s built, marketed, or funded — it has no reason to exist. And without relevance, there is no business.

Assumptions are expensive. People say one thing and do another. Not because they’re dishonest — but because they’re human. That’s why I trust experimentation over opinions.

I solve problems holistically, because optimizing in isolation creates debt — not progress.

Teams that move together grow together.

Professional Experience

7+ years leading UX initiatives for Global brands in E-commerce, SaaS, and Healthcare — driving growth and cross-functional alignment.

  • HP.com store is present worldwide (US, EMEA, LATAM, AP). Our goal at the Cart & Checkout is to localise and simplify the experience to increase conversion and reduce the cart abandonment rate.

    • Focused on CRO- conversion rate optimization via A/B Testing and implementation of best practices from Baymard and/or best online retail players.

    • Making sure we are offering the right mix of payment options per country and a clear UX

    • Keeping a close eye on payment ecosystem changes and regulatory trends

    🚀 Achievements

    +15% increase in HP financing adoption
    +5% global checkout completion uplift
    Contributed to $200M+ annual revenue impact

  • Led UX for HP's printer & SaaS onboarding experience in architectural studios. Designing for multiple personas (architects, IT admins) and optimizing registration timing post-setup.

    • Hypothesis validation through techniques such as shadowing in stays and visits to architectural studios. Development of empathy and understanding skills. 

    • Conducted user research to identify areas of opportunity and problems to be solved.

    • Facilitated ideation workshops to co-create proposals for improvement with cross-functional teams

    • Collaboration & negotiation with cross-functional teams- research, hardware, PM, dev, and legal to ensure product efficiency ( both for the users and the business).

    • Tracked key performance indicators to measure the success of the product and made improvements based on data-driven insights.

    🚀 Achievements

    • Increased user registration from 5% to 30% by integrating role-based, low-friction flows.

    • Optimized registration timing post-setup (from 20 mins to 10 mins)

  • I led the end-to-end design process of SAM, an app powered by Almirall and co-created with the dermatologist community.

    • Collaborating with multidisciplinary teams to ensure compliance in both the legal and clinical space.

    • Conducted user research to better understand physicians' context around clinical case needs & pains.

      🚀 Achievements

    • ASPID Prize for Most Innovative Project 2022.

    • Led the launch of the mobile app on the stores (Apple & Google) together with the tech team, engaging a user base of over 200k users.

  • Palomo Spain is a young and high-end designer. Most recognized in the US and Japan.

    My role at Palomo was to redesign their e-commerce and ensure its optimization. Also I was in charge of wholesale sales and general operations.

    🚀 Achievements

    • +30% conversion rate

    • Established a product-focused mindset and data-driven decision-making.

    • Digitization of administrative processes and sales channels.

What Colleagues Say

  • "She's one of those people who truly love what they do — super passionate, proactive, and always up to date with the latest in UX."

    Olivier Moriones, Design Systems Lead at HP

  • "Miriam combines analytical depth with strong executive presence. She is structured, decisive, and unafraid to challenge assumptions when needed. Her ability to move between operational detail and strategic direction makes her a highly effective leader in complex environments."

    Rafael Carbo, CEO at FICTIO

  • "Miriam combines creative thinking with analytical rigor. She has a strong ability to translate complex business needs into clear product direction, ensuring design decisions support measurable outcomes. It was a pleasure collaborating with her.".

    Sara Martinez, Product Manager at Grupo Planeta

Let’s Talk

I collaborate with ambitious product teams to build high-impact digital products.


I also speak at Design and Business Schools about UX as a business driver and the power of user insights in decision-making.

Reach out:
→ miriamperaltapalacios@gmail.com
→ LinkedIn