Ciao!
I’m Daniela
I'm a user advocate at my core, passionate about user needs 🤝 business objectives.
I have cultivated a deep understanding of ecommerce over more than a decade, engaging in various user-facing roles before finding my passion in research.
Currently, as the Director of Research at Rakuten, I lead a talented team dedicated to uncovering impactful insights that drive our product development.
Outside of research, I strongly believe brunch is the most important meal of the day, skin care is self-care, and our camera rolls contain the receipts of our attention: make it worth it.
My Approach
With a focus on robust research and strong cross-functional collaboration, my team is dedicated to addressing user needs, pain points, and opportunities across the customer journey. My approach involves working strategically with stakeholders and leveraging mixed methods: This allows us to advocate for user behaviors, motivations, and needs while aligning them with product viability and business impact.
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Craft
A toolkit of mixed methods blend qualitative depth with quantitative breadth, uncovering not just what but why. This multi-pronged approach leads to richer insights and more informed decisions.
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Collaboration
Strong cross-functional collaboration, workshops, and continuous feedback loops ensure all voices are heard, minimizing surprises and maximizing research impact.
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Storytelling
Compelling narratives transform research findings into actionable insights that drive impact. I strive to create enduring artifacts that empower stakeholders and contribute to a lasting knowledge base.
Built on a foundation of curiosity, humility, and rigor.
The Timeline
Rakuten | 2019-Present
Director, Research
First Research hire, established Research as a core discipline, driving data-informed decision-making
Built and developed a high-performing team to support product development and design
Ensure research-driven insights inform key decisions, improve member experiences, and business outcomes
ShopStyle | 2015-2019
Head of User Operations
Led User Operations at ShopStyle, a consumer-facing, fashion search engine, and Collective Voice, a creator affiliate platform
User Operations spanned UX Research, Community, and Support
ShopStyle was acquired by Rakuten Rewards (formerly Ebates), a subsidiary of Rakuten
Wanelo | 2012-2015
Head of Community
Established, optimized, and scaled the user support infrastructure from >1M users to 11M+
Built and managed a team of 15+ full-time and contract Community Managers focused on Support, Trust & Safety, and Voice of Customer