Oswaldo Mendoza
UX Researcher & Designer
I lead user research, IA, and experience strategy for financial services, legal, and higher education organizations where compliance and high-stakes decisions shape the design, bringing the judgment to know when a standard research or testing approach doesn’t fit.
Featured Work
A selection of projects that show how I think, work, and solve problems.
Web Strategy
Conversion Rate Optimization
Traffic Was Growing, Conversions Weren’t: A Multi-Year CRO Turnaround
A national law firm was gaining strong organic traffic, but its website wasn’t converting that momentum into signed clients. Over a multi-year engagement, I led the UX and CRO strategy behind a program that lifted qualified leads by 192% and signed clients by 820% year over year.
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AB Testing
Conversion Rate Optimization
From Guesswork to Hypothesis: Standing Up a CRO Program for a National Mortgage Lender
Helped a content team turn strong organic traffic into a real experimentation program, including a 54.74% lift on their strongest test.
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Conversion Rate Optimization
User Research
Why “Download the App” Wasn’t Enough
Some CTAs converted. Others were ignored. I found out why: users didn’t need more awareness, they needed a reason to switch from habits they already trusted.
View Case StudyWhat I bring to the table
These are the strengths that consistently make a difference on the teams I join.
Research that finds the real problem
Talking to real users to find out not just what’s happening on a page, but why they don’t act, then turning that into a prioritized set of recommendations instead of a guess.
Accessibility & compliance-driven design
Built and led a repeatable accessibility audit process — Siteimprove, keyboard navigation, screen reader testing — that resolved a federal ADA complaint across a 15,000+ page site.
Cross-team communication
Facilitating workshops with SEO, content, and stakeholder teams to align on research priorities, score ideas, and move ambiguous problems toward a shared plan.
Agency and in-house experience
Working inside companies and alongside them as a partner. That gives me a clearer read on what teams actually need versus what they think they need.