Sarita Saffon López
UX researcher for Telefonica’s I+D Artificial Intelligence project, Aura
Sarita Saffon works as a UX Researcher as part of the Service Design and UX team at Telefonica R&D (trading as O2, Movistar and Vivo in 24 markets) in Madrid. Her work focuses on bringing to life the voice of the user in Aura, a data-driven voice activated virtual assistant. One of her key interests is researching about accessibility practices in AI and putting that into practice, making sure Aura is as accessible as possible.
With a background in Psychology and Sociocultural studies, she was previously a brand consultant for Young & Rubicam Group, working with multinational organizations in Bogotá, Colombia. After that, she decided to turn around her career to study a master’s degree in Market Research and Consumer Behavior in Madrid’s IE Human Sciences and Technology School, where she found her passion for User Research.
In her free-time Sarita enjoys spinning, boxing and, at the least opportunity, traveling all over the world.