Work & impact

The situation

Several internal product tracks needed a holistic research programme: a shared, evidence-based view of their users’ needs, pain points, values and motivations to plan the next two quarters.

What I did

• Shaped short- and long-term research roadmaps aligned with Q4 2024–Q1 2025 business OKRs
• Identified high-impact research opportunities through product data, user insights and business priorities
• Led 30+ in-depth interviews and 10+ participatory design sessions, informing product strategy and the development of 4 new features across multiple product tracks

The situation

The team working on internal Employee Experience needed research to answer key business questions on priorities, value proposition and design.

What I did

• Built a Q2 research roadmap around stakeholder needs and business priorities
• Led research end to end, translating employee experience questions into actionable insights
• Created an adopted qualitative research toolkit and coached team members to strengthen research capability

The situation

A new service was being explored for commercial road transport, in the decarbonisation space, with no clear picture yet of the people it would serve.

What I did

• Led the discovery work for the new service offering, leading to an evidence-led capability map and feature priorities
• Ran 15 qualitative in-depth interviews and turned them into user journeys, personas and service blueprints
• Built and maintained a research repository so insights were available across departments and work wasn’t repeated

The situation

Eleven customer-facing wealth and retirement planning calculators needed testing and redesign and the team needed evidence to decide what to fix first.

What I did

• Led the testing and redesign process across all 11 calculators, uncovering and fixing 30+ usability issues
• Designed and ran design thinking workshops with the cross-functional team
• Synthesised complex findings into clear, actionable reports that informed 5+ new product features

The situation

A new proposition in personal wealth and investments needed to match how customers think about their money.

What I did

• Carried out a market scan and competitor analysis to find gaps and help prioritise business OKRs
• Ran 30+ generative sessions and 15 evaluative rapid iterative prototype testing sessions with the design and development teams
• Helped internal stakeholders champion user needs across the organisation, informing 2 new service offerings

The situation

A government digital service had to meet the GDS Service Standard, but research wasn’t yet part of how the delivery team worked.

What I did

• Embedded research into agile delivery through a research framework associated with an estimated 30% reduction in wasted development time
• Coached 20+ stakeholders, product managers and developers in research and analysis, contributing to stronger research adoption and a 10% increase in research budget
• Delivered mixed-method research that informed service improvements and contributed to a successful GDS Service Standard assessment

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The situation

An English language learning app needed a redesign grounded in evidence and a nonprofit child care organisation needed a clearer value proposition online.

What I did

• Ran 30+ evaluative sessions for the language app redesign, leading to 3% higher Day-1 retention and 5% fewer iOS trial cancellations
• Led 15 generative sessions for the nonprofit’s website and managed a UX team of six
• Set up a framework for unmoderated usability testing and coached 7+ colleagues to use it

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The situation

Clients in technology, telecommunications, logistics and media needed developer portals designed around what their users needed.

What I did

• Researched developer portal design best practices and turned them into a wireframe template kit, increasing project capacity by 7% quarter on quarter
• Led 5 on-site stakeholder workshops, delivering feature lists, personas, sitemaps and user journeys
• Helped create a framework for user research processes and workshop facilitation

The situation

Direct clients in different sectors who needed evidence for product decisions without a research team of their own.

What I did

• Fintech: Conducted 15 in-depth interviews using a Jobs-to-be-Done approach, informing the next quarter’s product-improvement strategy
• E-commerce: Conducted a heuristic evaluation that helped identify 25+ bugs and UX/UI issues, subsequently fixed
• Marketplace: Ran 25 rapid, iterative prototype-testing sessions to evaluate and improve the user experience

Read the fintech case study →