Aída Herrera
Founder, Strategic Designer & Researcher
I support mission-driven Organizations to understand their users on a deeper level, align their team around vision, or design a resilient strategy for the future. Through deep contextual research, co-creative workshops, and systems diagnostics , I guide your organization to achieve its unique version of success.
CORE SERVICES ︎︎︎
Systems Diagnostics & Strategy
A deep, collaborative analysis of your organization’s products/services to uncover core challenges, provide design solutions, and develop a clear, actionable path forward.
Context & User Research
Go beyond standard data to develop projects with a more sensitive perspective. My distinctive approach uses embodied research methods to unveil deep insights into the cultural and social factors that drive human behavior.
Strategic & Co-creative Workshops
Designing and facilitating high-impact meetings that build alignment, unlock a team's creativity, inspire and drive critical decisions.
Learn more

Let's Start a Conversation!
Every great partnership begins with a conversation. I invite you to a complimentary 30-minute exploratory call to discuss your vision and see how my approach can support your goals.
FEATURED WORK ︎︎︎
Case StudiesThe Digital Resilience Network
Criti.ca CL, Ford Foundation & Arabella Advisors USA.


How do you build trust across distance and create a space safe enough for brave decisions?
For a global remote network of 10 social justice organizations meeting for the first time, I designed a three-day convening with engaging sessions that built strategic alignment, strengthened relationships, and sparked authentic connection for +30 participants.
Landgut für Offsites und Retreats
Projektraum Drahnsdorf, DE

How can a creative venue thrive not by being 'perfect', but by embracing its authentic, ever-evolving nature?
For a historic venue where bookings were unexpectedly down, we answered this question by uncovering its true story. Using photography as a core research tool, I helped the founders turn their unique, "in-process" creativity into their core value proposition. This new strategy, implemented across their website, pricing, and sales outreach, resulted in securing 25% of their next year's revenue target ahead of schedule.
Deep Dive Week
The Engine Room, LATAM, USA

Exploring Alternative Ways of Knowing
For a nonprofit helping social justice movements use tech and data responsibly, I gave an online talk to 20+ participants on how art, design, and research can become tools of resistance, decoloniality, and deeper human insight.
A PERSPECTIVE FORGED BY CONTRAST
My perspective is shaped by a life lived at the intersection of worlds. Having navigated both the high-growth business landscape of Latin America and the critical arts scene of Berlin, I’ve learned to connect what is often kept separate: rigorous strategy with deep human empathy; data-driven analysis with the embodied wisdom of creative practice. This allows me to see the whole system—and the crucial details within it—to help you find your unique path forward.
About me
Curious if we're a good fit?
I'd love to hear about your project. Schedule a relaxed 30-minute chat to explore how we might work together.
INITIATIVES AND RESEARCH
zetinn
DE
Can we change our relationship with consumption, starting with our furniture?
zetinn is my ongoing EU-funded venture to create a regenerative, service-based system for second-hand and sustainable furniture in Berlin.
Explore zetinn Website in Progress
DE

Can we change our relationship with consumption, starting with our furniture?
zetinn is my ongoing EU-funded venture to create a regenerative, service-based system for second-hand and sustainable furniture in Berlin.
Explore zetinn Website in Progress
Inspireio
GLOBAL, ES + EN
Where do seasoned creatives share their real challenges?
Inspireio is a community and lab I am co-founding to be that space—fostering discussion, developing new tools, and elevating our professional journeys.
Coming Soon - Stay tuned!
GLOBAL, ES + EN

Where do seasoned creatives share their real challenges?
Inspireio is a community and lab I am co-founding to be that space—fostering discussion, developing new tools, and elevating our professional journeys.
Coming Soon - Stay tuned!
Gestures of Domestic Memories
DE
How can research make an audience *feel* the insights, not just read them?
This EU-funded project moved beyond standard interviews to make the invisible labor of domestic work visible. It uses film and performative methods to create a powerful short film that has been screened at festivals, presented at universities, and featured in academic books.
Watch the Film
DE

How can research make an audience *feel* the insights, not just read them?
This EU-funded project moved beyond standard interviews to make the invisible labor of domestic work visible. It uses film and performative methods to create a powerful short film that has been screened at festivals, presented at universities, and featured in academic books.
Watch the Film
An Invitation to Collaborate
I am always open to new partnerships with fellow researchers, artists, curators, and creative practitioners.
If you have an idea for a project, are interested in contributing to one of my initiatives, or would like to invite me to participate in a talk, festival, or exhibition, I would love to start a conversation
Selected Clients & Partners




Supported By & Featured In










