Nestor

Zaragoza-Jiménez

Behavior, Research & Strategy

Welcome!

Hi, I’m Nestor Zaragoza, a researcher and strategist based in Germany. My background in cognitive neuroscience and behavioral science has grown into a career focused on UX research, behavioral economics, and data-driven strategy.

I help organizations understand how people think, decide, and act—and I translate those insights into evidence-based strategies that improve products, services, and policies. Whether it’s designing user-centered experiences, applying behavioral science to drive change, or turning complex data into actionable stories, I bridge the gap between science and practice.

Turning Insight into Strategy

  • I bring a deep understanding of how people think, decide, and act. This helps uncover not just what users do, but why they do it — insights that drive smarter design and strategy.

  • My methods combine behavioral economics, psychology, and UX research. I test assumptions, validate ideas, and deliver recommendations grounded in real-world data.

  • From usability studies to journey mapping, I translate human behavior into actionable strategies that improve products, services, and policies.

  • With a background that bridges neuroscience, data analytics, and design, I connect dots across disciplines to tackle complex challenges from multiple angles.

  • I make complexity simple. Whether for executives, designers, or stakeholders, I turn behavioral insights into stories and solutions that everyone can act on.

Focus

  • Behavioral Science & Economics

    Apply behavioral frameworks to inform decision-making and design more effective policies, services, and products.

    Utilize nudges, choice architecture, and experimental design to promote positive behavioral change.

    Translate complex behavioral theory into practical strategies for organizations.

  • User Experience & Human-Centered Design

    Conduct mixed-methods research (interviews, usability testing, surveys) to uncover user needs.

    Create personas, journey maps, and interaction flows that guide intuitive design.

    Bridge user insights with design and business goals to improve adoption, satisfaction, and retention.

  • Data-Driven Strategy

    Turn quantitative and qualitative data into actionable insights.

    Build reproducible pipelines to support evidence-based decisions.

    Visualize findings clearly to communicate with both technical and non-technical stakeholders.

  • Cross-Disciplinary Collaboration

    Facilitate workshops that align diverse teams around the needs of users and stakeholders.

    Combine expertise in neuroscience, behavioral science, and design to solve complex problems.

    Connect research evidence with business strategy to maximize impact.

PHILOSOPHY

My philosophy is rooted in a simple belief: to create meaningful solutions, we first need to understand people — their decisions, motivations, and behaviors. With a background in neuroscience and behavioral science, I bring evidence-based insight into how humans think and act, and I apply this knowledge to design better experiences, strategies, and policies.

I see my role as a bridge between research and practice. By combining behavioral economics, UX research, and data-driven strategy, I help organizations turn complex human behavior into actionable guidance. For me, impact means not only advancing knowledge, but also making everyday interactions, services, and systems more intuitive, equitable, and effective.

“From a young age, my innate curiosity fueled a desire to explore the world through research. I was captivated by the thrill of discovery, always eager to learn and dive into new subjects that sparked my interest. ”

READ MY STORY