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Product Management · Research · Experimentation

From messy problems to better products.

I investigate user needs, connect evidence to product decisions, and use AI-assisted tools to prototype and test ideas.

Portrait of Isabela Dornelas
All work

How I work

An approach, not a rigid process.

  1. Understand the problem

    Start from what people are actually trying to do — through interviews, observation and the work as it really happens.

  2. Find the evidence

    Combine qualitative findings with data to separate what we know from what we assume.

  3. Prototype and experiment

    Turn the strongest hypotheses into prototypes, often AI-assisted, and test them with real users.

  4. Make informed decisions

    Prioritise, define scope and make trade-offs explicit, so the team knows why we build what we build.

A researcher at heart. A product thinker in practice.

My background is in the history of medicine, where I spent over a decade investigating complex questions, challenging assumptions, and working with incomplete evidence.

Today, I bring that experience into digital product development, combining research, product thinking, and experimentation.

More About Me
Isabela examining an old book cover with a magnifying glass

Got a complex problem? Let's find the cause (and solve it!)

Interested in research-driven product development? Let's connect.