Research & Evaluations

Effective product design is rooted in a deep understanding of users and their needs. My expertise in Research & Evaluations allows me to systematically uncover critical insights, validate assumptions, and identify opportunities for innovation and optimization.

I employ a diverse array of research methods, including rigorous usability testing and comprehensive heuristic evaluations, to ensure that design decisions are always grounded in empirical data and a thorough understanding of user behavior and business requirements. This systematic approach ensures that every design choice is grounded in a profound empathy for the user leading to truly user-centered products that deliver tangible value.

My foundation in User Research is robust, supported by a dedicated certification in “User Research: Methods and Best Practices” from the Interaction Design Foundation. This academic grounding, combined with practical application, enables me to plan and execute a wide array of research methods, including user interviews and user recruiting to understand motivations and behaviors, and contextual inquiry to observe users in their natural environments. I translate actionable insights, from ethnographic studies to quantitative surveys, ensuring a holistic view of user needs and pain points.

A core strength in my practice is usability testing and User Acceptance Testings (UATs). At Visa, Inc., I led meticulous UATs through Lean UX and Design Thinking methodologies, engaging SDLC methodologies such as Agile and Scrum. These efforts were instrumental in driving successful product deployment and establishing aligned workflows between product, design, and development, directly resulting in exceptional user satisfaction and acceptance, and increasing engagement and retention. This experience covers both mobile and desktop usability.

I apply heuristic evaluations to identify usability issues and propose actionable improvements. For example, at CSAA Insurance Group, my work on SmartTrek involved identifying behavioral patterns to enhance the feasibility of motion sensors and usability for mobile users, translating driving patterns, a process that inherently relies on heuristic principles to identify and address usability issues. My role at Visa also involved managing insight and data-driven commercial products, relying on thorough research and testing for alignment with business objectives.

My ability to act as an “Insights translator” is central to my approach. I excel at synthesizing qualitative and quantitative data into clear, compelling narratives, including the definition of detailed user and customer personas. This foundational work informs design strategy, ensuring products are built with specific user segments in mind. My experience proposing new methods for measuring automotive behaviors at CSAA (SmartTrek a telematic product) further demonstrates my capacity to deeply understand and segment user actions.

I frequently leverage collaborative techniques such as affinity diagrams during research synthesis and workshop facilitation. This enables cross-functional teams to collectively identify patterns, group insights, and prioritize user needs from raw research data, transforming complex information into shared understanding and actionable design directions. My proficiency in critique and feedback management and conflict resolution is integral to the evaluation process. I foster environments where constructive feedback from various stakeholders, including users and cross-functional teams, is systematically gathered, analyzed, and integrated into iterative design cycles, leading to more refined and successful products.