Strategy & Research

Products Audit, Business Goals Analysis, Markets and User Research

I have conducted audits of digital products and facilitated business discovery workshops to pinpoint objectives and identify gaps, enabling the development of a strategy aimed at enhancing user engagement and performance.

I have set the user research practice, enhanced research capabilities, conducted research studies, and delivered strategic insights, facilitated access to real users, and developed the skills of research and design team members.

Projects

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Summary

Managed and overviewed research studies and operations, including the planning, creation, and management of users panels for streamlined access to customers and users (B2B and B2C). Handling participant selection, recruitment, and follow-up processes.
Performed expert evaluations to uncover gaps and opportunities, and to formulate a plan for short- and medium-term enhancements.
Defined, planning, and executing qualitative and quantitative user research throughout all phases of the design process and product lifecycle.
Analysed user demographics and behavioural data while establishing a data collection strategy.
Performed desktop researches that included statistics, reports, and insights into customer behaviour, as well as studies on global markets and best practices.
Conducted competitors research and analysis, focusing on market trends, benchmarks, and product features comparisons.
Mapped out the experience journey to find gaps, opportunities, and possible solutions.

Organised and facilitated workshops with both internal and external stakeholders to collect business requirements.
Led workshops on card sorting, mind mapping, information architecture, content flows.
Planned and run usability tests and expert reviews to identify gaps in the user experience compared to set standards.
Analysed user research results to find common characteristics, to developing user personas and profiles for stakeholders.
Conducted task analysis and prioritised features using the Jobs to Be Done framework.
Delivered findings and recommendations to senior stakeholders in various formats tailored to operational requirements, balancing business priorities with the needs of customers and users.
Set up online repositories for sharing research studies, promote evidence-based decision-making and collaboration/knowledge sharing among teams.
Hired, managed and mentored User Researchers
Hold a degree in multicultural studies with a focus on psychology, ethnography, communications, and digital culture.