# Aurelia Heitz > User Research & Strategy | ClimateCAP Research Fellow | MBA Candidate at Berkeley Haas ‘27, with a focus in climate Location: San Francisco Bay Area, United States Profile: https://flows.cv/aurelia ## Work Experience ### MBA Research Fellow @ ClimateCAP Jan 2026 – Present ### Head of / Founding User Research @ Centigrade Jan 2023 – Jan 2025 | San Francisco Bay Area Centigrade is digitizing the carbon market. Founding researcher in team of 10; researching, conceptualizing, and developing the product and data framework from 0-1 Contract (July-Nov) Full Time (Dec 1-Aug 31) ### Senior / Lead User Experience Researcher @ Lyft Jan 2018 – Jan 2023 | San Francisco Bay Area - 2018-2020 First full time researcher on Airports team (use case with largest revenue stream for Lyft) - 2020-2023 First full time researcher on Lyft Pink (Lyft’s big bet and team that needed to collaborate across several company pillars — Rider, Transit Bikes and Scooters, Garage, Support, Driver) ### Lead User Experience Researcher, Growth @ Pinterest Jan 2016 – Jan 2018 - First full time researcher for the Growth pillar (5+ teams) - Conducted various types of research from exploratory to usability, including multi-phased and multi-methods projects - Self taught SQL to better recruit and incorporate data in findings ### User Experience Researcher @ Optimizely Jan 2014 – Jan 2016 - I was one of two researchers in the company. - Ran research for the company’s new Personalization product from 0 to 1. ### Designer, Web Product Manager @ Gooru Jan 2012 – Jan 2014 | Palo Alto, CA UX Design and Research - As the first full-time designer, I defined and revamped 75% of the main “Classic” web components, taking Gooru out of the "invite-only" stage; re-imagined the new web experience from ground up using extensive UX testing, immediately increasing user activity by 245%; redesigned the landing page by researching unmet needs and developing a new user flow which decreased bounce rate by 35% - Planned and conducted numerous usability studies with teachers and students to validate features and discover new concept opportunities, including an in-class field study with 9th and 10th grade students, and a day-long focus group with Higher Ed teachers as a part of Gooru's collaboration with Pearson's Bluesky project Product and Program Management - Worked closely with directors on company strategy to define MVP to launch Gooru out of the beta phase, and managing the main web product design and roadmap, incorporating user, internal, and business requirements - Introduced and managed a product release procedure, responsible for coordinating on-time releases, establishing cross-team communication, leading a team of 10+ overseas engineers and local designers; extensive experience with Agile Management tools; writing user stories and specs for each feature, and thoroughly testing the entire web product for QA. - Tacked metrics in MixPanel, Google Analytics, an internal tool for product validation and opportunities for improvements ### Engineering Project Manager Intern @ PCH International Jan 2011 – Jan 2011 | Shenzhen, China PCH International is a manufacturing and fulfillment company based in Shenzhen, China. - I worked closely with the Engineering Project Manager and Engineering team to oversee the engineering development process for an Apple product - I introduced and developed excel templates to streamline repetitive text-based tasks, such as the material supply requirements for the client - I coordinated with local staff, line workers, International suppliers, and over-seas clients - Implemented machinery and tooling tracking system for factory using an RFID system - Observed factory line workers for potential improvement opportunities ### Co-Founder, Program Director, Team Manager @ Green Events Consulting Jan 2010 – Jan 2011 Green Events Consulting (GEC) is an ASSU (Associated Students of Stanford University) Executive initiative that promotes sustainable practices on Stanford campus by encouraging student group organizations to make their events as “green” as possible. Our vision is to simultaneously decrease the Stanford campus carbon-footprint while actively educating the student body about sustainable behaviors and effective decision-making processes. - I co-established and piloted a new sustainability-focused student group, educating students about sustainable and environmental habits, and increasing energy literacy throughout the campus - I introduced and managed student consulting program structure, training, and marketing - I taught and used d.school brainstorming methods and improvisational games during training and team consultant meetings to brainstorm sustainable alternatives - Over two quarters, my team and I diverted 1,000+ gallons of landfill waste by recommending and executing sustainable event alternatives for 3 student group events ### Co-Product Manager @ ChangeLabs Jan 2010 – Jan 2011 ChangeLabs is a Stanford d.School initiative conducted under the federal ARPA-E grant to Stanford University for using interactive technology and a human-centered design process to greatly reduce home energy consumption. - I worked with a small team to generate large-scale behavior-changing interfaces to reduce home energy consumption by over 10% and increase energy literacy, using three behavioral motivations (Social, Cognitive, and Affective approaches) - Co-designed from scratch an emotion-based (affective) intervention incorporating a “nano-financing” idea. The product, Kidogo, piggy-backs off of Kiva and encourages homeowners to reduce their energy consumption through an interactive and accessible interface to donate their saved money as a loan to participating Kiva entrepreneurs around the globe. The money saved would be then recycled in Kiva and reused for future Kiva entrepreneurs. - I conducted at-home user research studies for intervention validation, results favoring nano-finance concept, and installed Google PowerMeters - Contributed to related work publications and participated in energy-focused conferences: CHI Conference (’11), CTS Conference (’11), BECC Poster session (’11) ### Advertisement Layout Manager @ The Stanford Daily Newspaper Jan 2009 – Jan 2010 - I managed and arranged the daily advertisements for the campus newspaper. - I designed ads requested by external and internal companies. ### Industrial Designer Intern @ Teague Jan 2009 – Jan 2009 - I prototyped complex computer printers made out of cardboard for Teague clients with 0.1mm precision. - I investigated and analyzed the material libraries of Design Companies ing the Greater Seattle Area. Created a new library system exclusively for Teague at Boeing. ### Operations Intern @ UJJIVAN FINANCIAL SERVICES Jan 2008 – Jan 2008 | Bangalore, India I consulted groups of women on micro-nance issues and compiled and edited the Annual Report for the Ujjivan headquarters. ### Project Assistant @ Microsoft Jan 2007 – Jan 2007 Audited finances for the E3 gaming convention, managed incoming and outgoing products, and ordered necessary supplies. ### Design Assistant @ ARC International Jan 2006 – Jan 2006 | Arques, France I researched trends and designed tableware print patterns. I prototyped a 6-piece appetizer dish using a 3D printer, which was considered for market. ## Education ### Master of Business Administration - MBA in Climate & Sustainable Business University of California, Berkeley, Haas School of Business ### B.S. in Product Design, Engineering Stanford University ### Stanford in Florence ### High School Diploma The Overlake School ## Contact & Social - LinkedIn: https://linkedin.com/in/aureliaheitz --- Source: https://flows.cv/aurelia JSON Resume: https://flows.cv/aurelia/resume.json Last updated: 2026-04-08