Gabriela Abello González

Strategic Designer & Researcher

figuring out what’s actually going on
and what to do next

I’m Gabriela, a strategic designer and researcher. I tend to work in situations where things aren’t fully clear yet through research, sensemaking, and alignment.

I’m most drawn to complex, layered challenges, whether within organizations, services, or the built environment. My work often involves helping teams navigate uncertainty and move forward with more clarity and direction.

More about me

Selected Work

The Goodreads Paradox

Exploring the behavioral and structural forces behind Goodreads’ domination to show why better UX isn’t always enough

Read more

The SPARC House

Rethinking housing in mountain towns to align technical, environmental, and social constraints into an award-winning housing strategy

My Approach

Context is everything. I’m interested in understanding the systems, habits, and social dynamics that shape how people actually interact with the things we design.

I usually start by stepping back and questioning the problem itself. More often than not, it can be reframed. I also look for assumptions that haven’t been examined yet.

From there, I try to make sense of it. Not just through collecting insights, but by connecting them into something that can be acted on. In many cases, the patterns are already there; they just haven’t been drawn out yet.

When working with others, I use co-creation to explore and test ideas together, but also to build a shared understanding of what we’re actually trying to change.

Contact Me
Let’s start a conversation! I’m always open to connecting, whether digitally or in person, over a coffee.

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