The Culture of Fandom
Project Overview
Helping a global Fortune 500 client understand how to leverage their existing services to support different facets of fan community and culture.
Stakeholders
UX Researcher, Customer Engagement Manager, Product Manager
Impact
Incorporated findings into product roadmap and won executive approval for following development stages
Method
78 in-depth interviews across 13 countries
Role: Lead Researcher
Plan and execute all research, produce artifacts, lead moderator, client liaison, project management
GenAI Ad Personalization
Project Overview
Helping a global search giant evaluate user expectations around ad personalization within the context of GenAI
Stakeholders
UX Manager
Impact
Produced frameworks that defined user value of GenAI within different ad verticals which informed 2024 strategic priorities
Method
Surveys and 75-minute interviews
Role: Lead Researcher
Plan and execute all research, produce artifacts, project management
Immersive Virtual Store Experience (Amazon Beyond)
Project Overview
Evaluate the usability of two new feature sets in an immersive virtual store hi-fidelity prototype (see the virtual store). Validate the updated prototype and ensure that customers understand the store layout and can use the navigation features to identify and discover products.
Stakeholders
Impact
Validated that the updated prototype improved shopper experience, increased product findability, and was easy to use. Identified use cases that best fit product functionality. Provided actionable recommendations to further improve the navigation experience and identified potential delight experiences.
Method
18 in-lab usability tests, card sorts, SUS survey
Role: Co-Lead Researcher
Plan and execute all research, moderator, produce artifacts (guides, analysis, reporting), project management
Product Manager, UX Manager
Data Ingestion Email Workflows
Project Overview
Capture generative insights about the experience of employees who manually ingest data from emails into spreadsheets. Gauge opinions and reactions towards low-code/no-code product concepts under development to better understand how to address this target audience’s needs.
Stakeholders
UX Researcher, Customer Engagement Manager, Product Manager
Impact
Provided greater context around the use cases and pain points of user experiences while importing information from emails into spreadsheets. Identified workflows across different domains and use cases, collected examples, and evaluated the value-add and product-market fit of the concept.
Method
2-day online moderated discussion boards, 5 follow-up interviews
Role: Lead Researcher
Lead researcher, plan and execute all research, moderator, produce artifacts, project management