RESEARCH LEAD
My approach to user research is centered on uncovering the genuine needs and motivations of end-users & customers.
I design and lead both qualitative and quantitative research initiatives, including in-depth interviews, usability testing, and field observations to dig deep and uncover real needs, pain points, and motivations.
These findings are then transformed into actionable insights, such as clear personas, journey maps, and opportunity areas, that shape user-centered product and design strategies. By involving stakeholders throughout the process, research not only informs smart decisions but also builds crucial team alignment.
USER RESEARCH
Qualitative Research Study - DELL
The AskLead a usability and behavior study targeting four key personas across three countries. The goal? To uncover the pain points users were really facing.
My RolePlanned and ran quantitative research through observational interviews, digging into real user actions and reactions. Once the data rolled in, I analyzed the findings, crafted clear reports, and shared insights with stakeholders—helping them set priorities and spot improvement opportunities.
What I Delivered
- Comprehensive test plans and interview scripts
- Training sessions for team members on how to conduct solid quantitative research
- User journey maps highlighting real pain points and opportunities
- Optimized task flows to make key tasks smoother and more intuitive
- Design updates and clear, actionable recommendations
Clients where I have led user research projects, setting up the team, training and conducting:
- ALLSTATE (Qualitative)
- BEACON HEALTH (Qualitative)
- DELL (Qualitative)
- KELLOGG’S (Qualitative)
- KHEAA (Quantitative & Qualitative)
- TRAVELERS (Quantitative & Qualitative)
- VERIZON (Qualitative)
Examples of research activities that I have frequently conducted for clients:
Qualitative Methods
- Observational Interviews & Contextual Inquiry: Spending time with users - whether in Amazon warehouses or Dell customer service centers to uncover user motivations, pain points, and behaviors.
- Usability Testing: Observing users as they interact with clickable prototypes on location (Kentucky Universities for state financial aid system transformation) or online (Kellogg’s across NA, EMEA & APAC)
- Empathy & Affinity Mapping: Visualizing user attitudes and behaviors to build empathy and guide design decisions. (Multiple Projects)
Quantitative Methods
- Surveys & Questionnaires: Structured & unstructured for larger sample sizes to identify trends (Kellogg’s, Pfizer, Travelers)
- Analytics Review: Analyzing usage data (e.g., click rates, task completion) to understand user behavior at scale. (Darden, Travelers)
- A/B Testing: Comparing two or more variations to determine which performs better based on measurable outcomes. (Multiple Projects)
- Benchmarking: Measuring product performance against industry standards or previous versions. (Multiple projects)