Hi, I'm Grace Coelho.
PhD | User Researcher & Behaviour Design Specialist
I combine qualitative research with behavioral thinking to understand why users make decisions — and what influences action.
UX Research + Behavioral Design
You know something isn't working.
You just don't know why.
Discover the behavioral barriers behind hesitation, abandonment and low conversion.
People visit but don't take action.
Users abandon forms or onboarding.
You have traffic, but conversion remains low.
Stakeholders have different opinions about what's wrong.
You're improving the product—but results barely change.
If you checked even one of these, your problem may not be marketing or features. It may be user behavior.
Users don't convert. Features don't perform. Teams move fast — but decisions are still based on assumptions.
Sometimes users understand what to do. They just don't feel ready to act.
In 1–2 weeks, I help teams uncover:
Identify the exact moments in the journey where users pause, reconsider, or lose momentum.
Understand the behavioral and cognitive barriers that prevent users from completing key actions.
Diagnose the friction points that erode confidence and reduce willingness to engage.
Prioritized, actionable recommendations your team can implement immediately.
No long reports. Only clear, actionable insights.
Quick alignment on product goals, friction points and business priorities.
Methods may include:
Clear diagnosis + practical actions your team can implement.
A Typical Project
A digital product attracted qualified visitors, but most users abandoned the onboarding process before completing the first meaningful action.
The team assumed they needed more traffic.
Research revealed a different story.
Users understood the product and wanted to continue.
The real barrier wasn't motivation—it was cognitive effort.
The onboarding asked people to make too many decisions before experiencing any value.
Instead of redesigning the interface, we redesigned the decision journey.
A smoother onboarding experience.
Lower abandonment.
A shorter path from intention to action.
Founders launching or growing products
Product teams
Startups after MVP
Teams improving onboarding, activation or conversion
The real problem
They see the value. They know what to do. But something invisible blocks the final step.
I've worked with international teams across diverse sectors, helping them reduce uncertainty and make better product decisions.
Global research experience across Asia, Europe, South & North America.
PhD | User Researcher & Behaviour Design Specialist
I combine qualitative research with behavioral thinking to understand why users make decisions — and what influences action.
Let's understand why.