TRI "Be Yourself" Spotlight: Leticia Priebe Rocha

At TRI, one of our values is “Be Yourself,” which encourages team members to bring their full selves to work every day. Our diverse views, history, personality, character, and experiences are invaluable to the work we do at TRI and Toyota.

September 15th to October 15th is Hispanic Heritage Month. As we recognize the contributions and influence of Latinx Americans to the history, culture, and achievements of the United States, TRI is proud to recognize the trailblazers within our own organization. Meet Leticia Priebe Rocha!

What do you do at TRI?

I am a UX Researcher on the RUX-ID (Robotics User Experience & Interaction Design) team. My team is essentially TRI’s bridge to the user, such as older adults and factory workers. Over the years, we’ve gathered key insights into user pain points and challenges that could be alleviated by robotic technology in the future. RUX-ID works closely with TRI’s engineering teams to ensure the capabilities we develop are grounded in real-world problems—our priority is always the user. 

My current research focus is a collaboration with the Whole Body Manipulation team, where we are navigating the potential for soft robotics in assisting older adults. We just wrapped up the first-ever, in-person external user study in the Cambridge office! It is crucial that the studies we design center on the lived experiences of end-users so that technological development is in line with their actual needs, such as lifting heavy boxes and mobility and stability in their homes. I am thrilled to contribute my research skills and my dedication to uplifting people to shaping the groundbreaking solutions we are finding at TRI.

What inspired you to get into your field?

From an early age, I have been an observant person with a keen interest in understanding people. This interest in understanding human behavior, combined with my drive to help people, led me to pursue psychology in college. My background in psychology opened me up to fundamental research methodologies that are crucial to unlocking a full understanding of the wide spectrum of human experiences. In previous research roles, I witnessed how everyday technologies such as smartphones have the potential to increase access for marginalized communities to essential resources. This drew me to explore how I could combine my passion for helping people with technological innovation. That led me to TRI and the Robotics division! I never expected to work in Robotics, but I am so excited to bring my people-oriented perspective to a collaborative future where robots empower everyone to live full, balanced lives.

September 15th to October 15th is Hispanic Heritage Month, which honors the contributions Latinx Americans have made throughout U.S. history. How do you celebrate Hispanic Heritage Month?

At TRI, I am co-chair of the HOLA (Hispanic Origins, Latinx, and Allies) ERG, and I love planning events that highlight the breadth of Latinx cultures and bring the TRI community together in celebration. A strong Latinx community has been essential to me thriving as a first-generation Brazilian immigrant in the U.S. It brings me so much joy to see communities gathered together during various Independence Day Celebrations throughout Hispanic Heritage Month.

Many of these celebrations also prominently feature organizations that do vital work toward uplifting the Latinx community, like the Brazilian Women’s Group. It is incredibly important to me to give back to these organizations by volunteering at events. I often make it a priority to support Latinx-owned businesses throughout the year. In fact, Hispanic Heritage Month gives me an excuse to go to my favorite local Brazilian restaurant, Muqueca (only a 10-minute walk from the CAM office!), ten times a month. I also enjoy attending events that highlight Latinx art, such as Latinx Heritage Night at the MFA and CineFest Latinx Boston.

Who are some of the most important Latinx figures in your life?

Brazilian culture (and Latinx culture broadly) is quite family-oriented, so my mom, Adrianne Priebe, is the first person who comes to mind. I am immensely grateful for the ways she has molded me into the person I am today by imparting me with her values, resilience, and passion. I am also very proud to have maintained a wonderful circle of Latinx friends, many of whom were the first in their family to graduate from college like me. It is incredibly inspiring to witness them thriving in the various career paths that they have chosen. During my undergraduate years at Tufts University, I minored in Portuguese to strengthen my fluency in my native tongue since I lost so much of the language after immigrating at the age of nine. The professors who taught me during this time, like Dr. Cristiane Soares, were pivotal in the development of my cultural identity. Aside from the Latinx family, friends, and mentors that have shaped me personally, I draw strength from Latinx creatives. The current U.S. Poet Laureate, Ada Limón, is a powerhouse of a poet I greatly admire. Her latest collection, The Hurting Kind, made me feel seen not only in terms of identity or representation but on a profoundly human level.

What do you like to do for fun?

I am a published poet, editor, and performer. I’ve written hundreds of poems since I began writing in high school. I started sending my work out for publication beyond school magazines in 2020. I’ve written two manuscripts that I hope will be picked up soon! This year, I performed my work to a live, in-person audience for the first time in March. Though it is terrifying, it is also absolutely thrilling, and I plan to do it for as long as I can. In June of this year, I joined Yellow Arrow Journal (a biannual publication of creative nonfiction, poetry, and cover art by writers and artists who identify as women) as a Guest Editor for their next issue. It has been an amazing experience to curate this issue, titled EMBLAZON, which will come out in November. 

When I am not writing or performing my own pieces, I love watching other poets flourish. Grolier Poetry Bookshop in Harvard Square has an incredible reading series that I attend often. I also volunteer with MassPoetry, an organization that fosters community through poetry in Massachusetts. I strongly believe that being a good writer requires a commitment and openness to learning, so I make an effort to take classes and attend community events at GrubStreet, a local writing organization.

Beyond poetry, I absolutely love other forms of art and creation. I make my own mixed-media collages, which I often pair with my poems. I am always thrilled to engage with the booming Boston arts scene as often as I can, and whenever I visit a new city, checking out local art museums and galleries is my top priority.