Florida Doci

Florida Doci is a seasoned UX research professional with extensive experience in leading interdisciplinary research teams and guiding product strategy across multiple organizations. Currently serving as Staff UX Research Lead at Gusto, Florida spearheads product and user experience research initiatives. Prior to Gusto, Florida held the position of Senior Product Researcher at Shopify, where insight-driven explorations informed long-term product direction. Previously, Florida was Research Lead at Eve Medical, overseeing usability research for a digital STI self-screening tool, and led significant qualitative research projects at the University of Ottawa and the MacPherson Institute. Florida's academic credentials include a PhD in Population Health and a Master's degree in Interdisciplinary Health Sciences from the University of Ottawa, along with complementary education from prestigious institutions such as Harvard University and the Copenhagen Institute of Interaction Design.