Gabriela Abello González

Strategic Designer & Researcher

I have experience working across domains from reimagining sustainable housing systems to shaping historical strategy gaming. I help teams navigate ambiguous problem spaces and move projects forward through sensemaking, co-creation, and early alignment around what really matters.

No matter the project, I’m interested in how design decisions interact with larger systems and how those systems influence the way people live, move, and connect.
More about me

Selected Work

The Goodreads Mystery

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

The SPARC House

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

My Approach

Design thinking, systems thinking, project management

I often start by mapping out unclear problem spaces. To create structure, I work to identify what we know, what we don’t know (yet), and who’s involved. This makes it easier to see the situation more clearly, align early, and decide next steps.

From there, I focus on developing a deep understanding of the context before trying to solve anything. I look at systems, culture, habits, and social dynamics that shape how people interact with what I’m designing. I want to know that we’re solving the right problem. My work is both collaborative and visual. I use simple frameworks, sketches, and workshops to engage different perspectives and challenge assumptions.

Through research and analysis, I look for latent patterns and unexpected insights. Often, I can use them to reframe the problem or point the team in a new direction altogether. I use an iterative process, prototyping, testing, and adjusting as I go, while keeping the bigger picture in mind.

Get in Touch!

I’m always happy to connect, whether digitally or in person, over a coffee.

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