Anthropologist → UX Researcher · Amsterdam

Lina
Maslovaite

I study the gap between how people experience systems and how those systems are actually designed — then close it.

Qualitative research / ethnography
Pattern recognition / synthesis
Python · SQL / analysis
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01

About

Portrait of Lina Maslovaite
Lina Maslovaite · Amsterdam

An anthropology graduate with a sharp eye for the gap between how people experience systems and how those systems are designed.

I bring a disciplined practice of self-examination to every research setting, making sure my own assumptions don't distort the insights I deliver. I'm fluent moving between ethnographic depth and data-driven decisions — translating complex human insight into something teams in UX, HR, and mental health can actually act on.

Ethnographic observationInterviewingReflexive analysisPythonSQLExcel (advanced)Lithuanian · English · Russian

Good design starts with noticing what people can't say out loud — the unspoken rules, the workarounds, the quiet frustrations — and taking them seriously.

— A short statement on how I work

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Experience

2026 — Present

Sales Assistant

Decathlon · Utrecht
Present
Retail
  • Observe and interpret unspoken customer needs to give tailored recommendations in a high-volume environment.
  • Rapidly built broad product knowledge across sports categories while learning core store operations end to end.
  • Organized and led a team-building event for the whole store, coordinating logistics for 20+ colleagues.
2023 — 25

Sales Assistant (Advanced Partner)

Uniqlo · Amsterdam
2.5 years
Retail · Promoted
  • Developed sharp observational skills reading customer behavior and adapting service while serving 1000+ customers daily.
  • Passed promotional exams and was promoted to Advanced Partner — owning returns, faulty-item handling, and layout restructuring.
  • Contributed to the alterations team and helped train 4 new team members on store procedures.
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Competencies

Reflexive Observation
Consistently examine personal bias to deliver more nuanced, trustworthy insights.
Pattern Recognition
Identify unspoken social rules and inconsistencies within teams and systems.
Structural Awareness
Recognize how institutional design and policy shape individual experience.
Translation
Turn complex human insight into clear, actionable recommendations for non-academic audiences.
Data & Analysis
Python, SQL & R (basic), Excel (advanced). Comfortable moving between story and spreadsheet.
Qualitative Research
Ethnographic observation, interviewing, and reflexive analysis from the ground up.
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Education

BSc Cultural Anthropology & Development Sociology

University of Amsterdam (UvA)
Sep 2023 — Jun 2026 (expected)
Selected electives
  • Algorithms & Data Structures in Python
  • Data Wrangling
  • Text Retrieval & Mining
  • Making Media: Production, Practices & Professions
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Off the clock

Game design Player ✳ system interaction Mental health advocacy Sustainable fashion Video games Pattern-heavy board games How things work
✳ Get in touch
Let's talk →
Email
lina.maslovaite@gmail.com
Phone

+31 6 4429 2418

Elsewhere
LinkedIn ↗