UX research and technical SEO, in the same two-person team

UXR SpA is a two-person consultancy based in Chile. Paulina Contreras leads research and UX design; Mauricio Antunez, technical SEO and implementation. We work with product and marketing teams across Chile and Latin America, and whoever presents the proposal is who does the work.

That combination is why most of our projects reach us: research explains why people don't move forward, and technical SEO explains why they don't arrive. As far as we have seen, when those two questions are answered by separate vendors, the recommendations end up contradicting each other.

Where this work has already been done

These three figures come from projects where the client had the instrumentation to measure. Each one links to the case that explains how it was obtained. Projects that ended at the research handover are shown qualitatively, not dressed up as a metric.

See all six case studies

Team members

Paulina Contreras - Senior UX Researcher | Founder of UXR SpA

Paulina Contreras

Senior UX Researcher | Founder of UXR SpA

Psychologist · Master's in Health Psychology (PUC)

Owns

  • UX research
  • UX design
  • Content SEO
  • Heuristic evaluation
  • Discovery and prioritization
Mauricio Antunez - Software Engineer - Organic Growth | International SEO | UX Engineer

Mauricio Antunez

Software Engineer - Organic Growth | International SEO | UX Engineer

Graphic Designer · Software Engineer

Owns

  • Technical SEO
  • International SEO
  • Content architecture
  • Front-end implementation

Our Approach

Research with the rigor of psychology

Paulina has spent 7 years doing UX research inside companies — in-house at Sodimac and Entel, and now through UXR — on top of more than 15 years of applied research and clinical practice. Systemic training changes how an interview is run: it shows in what gets asked when a user says something that wasn't in the guide, and in how much of the analysis holds up when someone reviews it.

SEO someone can actually implement

Mauricio has 13 years in SEO and 9 writing the code that implements it, including the global Eats Web team at Uber and creating the SEO practice at Cornershop. At Mudango he took organic traffic from under 3% to nearly 20% in a year, which cut Google Ads spend without losing conversions. When the project includes it, the recommendation doesn't stay in a document for your team to interpret: it goes all the way to the change on the site.

Credentials

Paulina Contreras

  • In-house Senior UX Researcher at Sodimac (2021–2023) and Entel (2023–2024) — research inside large companies, with their timelines and constraints, not only from the outside
  • Researcher on the FONDEF ViDA project (2017–2019) — instrument design, fieldwork and reporting for public health policy
  • Family and Couples Therapist (ICHTF – Ackerman), with systemic clinical training — what changes how an interview is run and how much the qualitative analysis holds up
  • Heuristic Evaluation (CXL), UX Design (Parsons School) and Applied Behavioral Science (Ogilvy) — the methodologies behind the UX audit and behind how we read your users' behaviour
  • Certified Lean Inception Facilitator — product prioritization alongside the client's team, not in a separate document
  • UX-Challenge winner, with Fondecyt (Nº 1120940) and COES support for her master's thesis

Mauricio Antunez

  • Organic Growth & Senior Frontend Engineer at Toteat — 200% MQLs in the first three months after the site relaunch he led
  • Former Software Engineer at Uber, global Eats Web team — SEO and front-end on an international product at scale
  • Created the SEO practice at Cornershop by Uber — built from scratch, and the case study is published on this site
  • Eight years at Clínica Alemana de Santiago, the last two as UX/UI Engineer — UX and technical SEO inside a large institution
  • Bachelor in Computer Science (INACAP) and Postgraduate Diploma in UX Design and Measurement (PUC) — which is why the SEO recommendation reaches the code, not just the document

The full track record of each of us is on LinkedIn and at paulinacontreras.cl.

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