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.
User Research
Conversion Rate Optimization
Motivation, Not Awareness
A mixed-methods study of mobile app adoption for a Fortune 500 financial institution.
Some “Download the App” CTAs converted while others were ignored. I led customer interviews and pieced together site data to find out why. Users knew the app existed but had no reason to switch from their existing habits. The result was 18 recommendations and a prioritization matrix the client could use to sequence next steps.
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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.
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.