Erica Parra

Erica Parra started their work experience in 2010 at Salt River Project as a Market Research Analyst before being promoted to Senior Market Research Analyst in 2015. In these roles, they focused on improving the customer experience through journey mapping, design thinking, and user experience research. In 2022, they moved to Twilio as a Staff UX Researcher. Currently, they work as the Principal UX Researcher at Discount Tire, specializing in Omnichannel research.

Erica Parra holds a Master of Business Administration (M.B.A.) degree from Colorado State University, which they obtained from 2014 to 2016. Erica also has a Bachelor of Science degree in Business from the W. P. Carey School of Business - Arizona State University, earned between 2006 and 2011. In terms of additional certifications, Erica has completed the Professional Program in User Experience Design from the University of California, Berkeley in 2020-2021. Erica also has certifications in areas such as Artificial Intelligence, Design Thinking, User Experience, Data Analysis, Competitive Intelligence, and Questionnaire Design, acquired from various institutions.