Gabriella
Rocha
UX Researcher, SAP
Case Study
AI & UX
Mid-level Designers
About The Speaker
Gabriela Rocha is a UX Researcher at SAP with a background that spans from fashion design to UX design, and now UX research. Her diverse journey has equipped her with a keen eye for aesthetics, a strong sense of empathy, and a passion for solving complex user problems. At SAP, she works across multiple lines of business, helping teams uncover insights and build more user-centered solutions.
A true polyglot fluent in five languages, Gabriela brings a global perspective to her work, enabling her to conduct research across cultures and geographies. Her multilingual skills are one of her greatest superpowers—helping her bridge gaps, build trust, and deliver insights that resonate worldwide.
About The Talk/Workshop
Fast tracking AI: How to leverage existing research to innovate
Have you noticed that companies are all racing to ship AI into their products, but they’re often doing this without considering the real needs of their users.
We’d like to think about 2 questions. How can UX research keep up with the speed of AI innovation? And how can UX research drive useful AI innovation that actually addresses real user needs?
We’ll walk you through the case study of a recent UX research project we completed — a project in which we identified 65 different AI opportunities. The catch? We did this without conducting any new research. Learn how we leveraged our organization’s robust research repository in order to uncover the hidden gems of innovation.
Key Takeaways
You don’t always need new research to uncover new insights
Valuable innovation opportunities can be revealed by tapping into existing research—if you know where and how to look.
UX research should shape AI strategy, not just support it
When aligned with business goals, research becomes a strategic driver that ensures AI solutions meet real user needs.
Collaborate with product teams, not just deliver to them
Effective research means actively partnering with product teams to co-create solutions—embedding insight into the heart of the innovation process.