Hector Serrano is an experienced leader in user experience research, currently serving as Associate Director of UX Research & Insights at AT&T since July 2025, where strategic research supports Mass Markets initiatives. Prior to AT&T, Hector held the position of Sr. Manager, User Experience Research at Best Buy from November 2020 to June 2025, managing a team responsible for conducting extensive customer and employee research across multiple channels. Hector's tenure at T-Mobile from 2012 to 2020 included roles as Principal UX Research Manager, Principal User Experience Researcher, and Senior User Experience Researcher, where leadership of the Digital User Experience Research Team and expansion of the UX research discipline were notable achievements. Earlier experience at Microsoft, which included user experience research and participation in the APEX rotation program, laid a strong foundation for Hector's expertise, complemented by degrees from Tecnológico de Monterrey in Management of Information Systems and a Master's in Information Science with a concentration in UX Research.
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