Alexandra Suárez is the Founder of Lateral Strategy, a human-centered research and innovation studio based in Puerto Rico. With over 20 years of experience, her work bridges the service and tourism industries with Human-Centered Design, helping organizations design experiences that add value, feel intentional, relevant, and—above all—human.

A graduate of the Cornell University School of Hotel Administration, Alexandra began her career in hospitality, working at the Four Seasons Hotel Atlanta and supporting independent restaurant openings, where she led early-stage research to shape service concepts and guest experiences. She later earned an MBA in Consumer Behavior from ESADE Business School, which led her into market research, strategic planning, and experience design roles with the Puerto Rico Tourism Company and later in advertising.

Alexandra has worked with service-driven brands and highly regulated institutions to redesign products and services, improve customer experience, and align teams to innovate around what truly matters to people. Her approach is grounded in participatory research, social innovation, and co-creation, turning insights into initiatives that create both business and social value.

She is a certified Human-Centered Design Instructor and LATAM Partner with the LUMA Institute, a Board Member of the Creative Education Foundation, and a Core Trainer at the Creative Problem Solving Institute. Alexandra is known for her warm, collaborative style and her belief that exceptional experiences—and meaningful change—are never accidental.