Projects
Here are some of the works I am most proud of.
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Audience Segmentation
Year: 2023
Company: Tonal
Role: Senior UX Researcher
Research Methods: Large-scale survey, cluster analysis, user study
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Exploratory
Generative
Evaluative
Behavioral
Attitudinal
Qualitative Quantitative
Project Highlights
1
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Led a large XFN team, SVP leaders, and 3rd party vendor requiring heavy project management and operational logistics.
2
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Delivered on time and on budget, the largest research-led quantitative study at Tonal, which yielded an enormous amount of rich data with long lasting usage across the organization.
3
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Rapidly leveraged this 3 month Foundational project into immediate tactical product action within 1 month after completion.
First Time User Experience
Year: 2022
Company: Tonal
Role: Senior UX Researcher
Research Methods: Diary study, In-Depth Interviews, SME study, Literature review, Journey mapping, Service Blueprinting, Design Thinking Workshops
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Exploratory
Generative
Evaluative
Behavioral
Attitudinal
Qualitative Quantitative
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Project Highlights
1
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Led a series of the first XFN Design thinking workshops at the organization to facilitate collaborative solutions and deep stakeholder engagement.
2
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Delivered the first interactive user journey map that serves as a lasting source of truth.
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Brought real user stories life for the first time on an organization-wide level through video reels and other projects assets.
3
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Developed new and improved processes for XFN communication, project management. Created templates and processes for future studies.
Product Bundling Experiment
Year: 2022
Company: Door Dash
Role: UX Researcher
Research Methods: AB Test, In-depth interviews, Survey, prototyping
Exploratory
Generative
Evaluative
Behavioral
Attitudinal
Qualitative Quantitative
Project Highlights
1
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Directly collaborated with the VP of Product as my stakeholder. ​
2
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Assembled a XFN team and launching an experiment with many complex operational logistics with limited resources.
3
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Created a process for operations and marketing to launch a brand new type of item on the platform.
Storefront
Year: 2021
Company: Door Dash
Role: UX Researcher
Research Methods: Market Research, Competitive Intelligence, Usability Study, In-depth Interviews
Exploratory
Generative
Evaluative
Behavioral
Attitudinal
Qualitative Quantitative
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Project Highlights
1
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B2B research that advocated for business of all sizes from mom & pop shops to national brands and franchises.
2
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Developed a deep partnership with the sales and marketing team to optimize product market fit, develop pricing strategy, and GTM strategy.
3
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Immediate product feature changes; improved CRM capabilities for merchants, enhanced customization features for white-label store creation, and POS integration.
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