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Guillermo Paris is a Senior UX Researcher at FREENOW since September 2022, specializing in cross-functional collaboration with various product teams to identify impactful research topics. Additionally, Guillermo serves as a Behavioral Economics Teaching Assistant for the University of Chicago Booth's online program, guiding executives in applying behavioral economics to enhance decision-making. Previously, as the Behavioral Economics & User Research Team Lead at Cassbana, Guillermo contributed to building financial identities for underserved communities in Egypt. Guillermo's extensive experience also includes roles at FREENOW, The Cocktail Analysis, mints&brains, and INMERCO, focusing on behavioral economics and user research. Guillermo holds multiple degrees in Sociology, Political Science, and Economics from various prestigious institutions, including the University of Valencia and University College Dublin.