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Kayla Sonnicksen Castro

User Experience & Market Researcher

Kayla Sonnicksen Castro is a professional with a strong background in market research, consumer behavior, and psychology.

She holds a Master's Degree in Market Research and Consumer Behavior from IE Business School and a Bachelor of Arts (B.A.) in Psychology from Luther College.

Kayla has a diverse work history, having served in various roles at reputable companies like Instagram, Meta, Rev.com, Ravel, LLC, Target, Jack Link's Protein Snacks, Vision Critical, Survey Sampling International, and more.

Her experience ranges from being a UX Researcher to a Statistics Teaching Assistant, showcasing her versatility and expertise in different fields.

With a passion for understanding consumer insights, she excels in utilizing both qualitative and quantitative methodologies to drive business decisions and maintain strong consumer engagement.

Kayla is known for her communication skills and ability to be a trusted voice within organizations, acting as an internal storyteller to convey key insights effectively.

Highlights

Oct 5 · linkedin

Okay - I can't keep quiet anymore. There are 2 user experiences that continuously bother me so much. And make me wonder how the research was carried out.

First up: Volkswagen Group's ID.4. To be fair, we love the car and are so happy that we were able to transition to fully electric. However, there are a few obvious UX designs that don't make any sense. Allow me to focus on one particular aspect: The infotainment center. Look at the first picture of the dashboard in daylight - those sleek buttons for temperature and volume control? They're fantastic and function well. Now, take a look at the second picture of the dashboard in the dark. Where did the buttons go?!?!?! Why aren't they backlit like the buttons below them? Do you know how many times I have accidentally adjusted the AC to 80 instead of 70 because I couldn't find the right button? Or turned up the volume instead of adjusting the temperature? It's truly baffling that this experience made it to the market. Did VW rush development to join the EV market or forget to conduct nighttime research and test drives?

Next: Nespresso UKs Vertuo Next. Again, another product that I genuinely value. But I've never felt more idiotic than when I'm troubleshooting this thing. Am I the only one that stands attentively in front of my machine, fixated on the ONE blinking button, counting the number of blinks while simultaneously tracking how many seconds between blinks? And then plunging into a spiral of uncertainty about whether the blinks were orange or red? Moreover, why choose 2 similar colors to indicate different issues? What about accessibility? How do individuals with color blindness handle this? I honestly believe that any Nespresso customer dealing with this troubleshooting process deserves a "Most Patient Customer" award. Especially considering that troubleshooting usually occurs RIGHT before you're desperately trying to brew a cup of coffee.

Once again, let me stress that I have a deep appreciation for these products. However, after 2 years in the UX field, I've become hyperaware of the 'little' things that actually significantly IMPACT my daily life as a working mom and wife. I'm just striving to wake up before sunrise to enjoy my hobbies, excel at work, create a cozy home, and raise our little one with intention.

Anyone else have similar experiences? Would love to hear more!

#UXDesign #UserExperience #UXResearch

Oct 4 · linkedin

Consumer Insights / UX Research Job Openings?

Hi all! I want to share my friend and colleague, Rachel Nelson's profile. She was recently affected by the the 3M layoffs and is now actively seeking her next career opportunity. Though I haven't had the privilege of working directly alongside Rachel, our career paths have continuously crossed. This is partly due to the small research community in Minneapolis, but more importantly, it's because Rachel is an outstanding researcher and an exceptional human being. Her name has always been mentioned with admiration and respect. Rachel's dedication to her craft and her unwavering commitment to making a difference in the world of research have earned her the respect of colleagues and peers alike. Her experience seamlessly combines consumer insights, market research, design thinking and human-centered change, spanning both marketing and product domains, maker her an exception and unique candidate.

Please reach out to her directly or feel free to connect with me if you have any leads or opportunities to share!

Rachel, the next chapter of your journey is waiting, and I'm confident it will be an incredible one!

#jobseeker #networking #uxr

K
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Location

Minneapolis, Minnesota, United States