General Assembly Malaysia

Sofia conducted her first user interview on her sisters at 9 years old when her parents gave her first dual deck recorder with a microphone. She has since fell in love with researching and interviewing people to discover their core needs and beliefs across various careers such as Counseling, Sales, Marketing and ultimately User Experience (UX) Research and Design Strategy. Sofia has worked with as well as managed teams to provide service to over 100+ national and international clients across the Entertainment, Financial, Government, Marketing, Non-Profit, Retail and Tech industries. Some of her previous clients have included BP/Arco, Cisco, HP, Heineken USA, National Restaurant Association, Wellington Management, One97 (India), Cisneros Media (Venezuela) and lifetime clients: her own mom and dad. Her leadership/training philosophy, "guide the heart vs. manage the mind," has helped her gain repeat business from her clients as well as earn the respect of her peers. When Sofia's not working, she's out dancing, hiking in the woods, enjoying improv comedy, trekking back to her Chicago hometown or concocting wireframes at a local hackathon.

In recognition of her exemplary service in the classroom, Sofia has been selected as a member of General Assembly's Distinguished Faculty program.