Lucila Idoyaga is a Design Strategist & Researcher with over 12 years of experience spanning program management, service design, UX research, and operational transformation. Originally from Argentina and now based in Spain, Lucila has led key initiatives for companies like IBM, Kyndryl, and Holistic Interaction, focusing on improving employee experiences, scaling operations, and defining product-market fit. With a passion for behavioral design and innovation, Lucila brings a strategic approach to every project, helping teams deliver impactful solutions.