Lacy Soria

About Lacy Soria

I’m a mixed-methods UX researcher and designer who\'s passionate about translating complex user behavior into clear, actionable insights that shape product direction. My background blends qualitative depth (interviews, ethnographic studies, usability testing) with quantitative rigor (surveys, analytics, A/B testing). I love uncovering the “why” behind user behavior and turning those insights into real product impact. Over the past decade, I’ve led research teams, scaled design systems, and built programs that bridge empathy with business outcomes.Most recently, I led UX strategy and research at Rocket, helping improve consumer, enterprise and B2B workflows and reduce friction for customers and bankers alike. I’ve also coached designers, built cross-functional alignment between Product and Engineering, and helped teams establish design systems that scale.As a leader, I believe the best way to get strong work out of your team is by offering genuine care and support, developing a team environment where debates are encouraged, curiosity and innovative ideas are celebrated, and team members feel psychologically safe enough to try new approaches. I thrive in fast-paced, mission-driven environments where grit, clarity, and accessibility drive real transformation. I believe design can be both beautiful and functional—and that the best products are built when we deeply understand our users and iterate with purpose.But at the end of the day I’m a businesswoman. I thrive when I’m helping businesses large and small perfect their branding, social media strategy, app and website design, SEO, Omni channel experiences, and even the experience of your office (I’m a professional artist too!) But I do things differently than most people in this field. So if you are looking for someone to help you do things differently, please don’t hesitate to reach out. In my free time I am a hobby dragon My hobbies include competitive sailing, singing, playing a multitude of musical instruments, yoga, Zumba, running, rock climbing, traveling and thrifting, but this list continues to grow as I age 🤣

Experience

1. Brand Ambassador

   TEAM, Inc.

   Jun 2025 — Present · Detroit, MI, US

   Run on and off premise brand activations, distributing samplesof products to patrons of legal age while maintaining a lively,fun atmosphere. Distribute promotional swag and shareinformation about products to drive sales revenue.

Education

• The Johns Hopkins University - Carey Business School

  Master of Business Administration - MBA, Public and Private Sector Leadership

• Southern New Hampshire University

  Master of Business Administration - MBA, Organizational Leadership

• Oakland University

  Bachelor of Arts, Studio Art- New Media, Minor in Graphic Design

  2010