Designing a gamified app blending behavioral psychology and real-world challenges to foster community connection. Defining MVP features, UX flows, and roadmap milestones to align product direction and accelerate testing. Facilitating participatory design sessions with early users to refine interaction models, improve usability, and prioritize features based on behavioral insight.

Led a mixed-methods research study across the US, UK, and Germany to inform the launch of a revised on-demand music app. Conducted a 2,000-person survey and 20 in-depth interviews to uncover user priorities and streaming behaviors. Ran A/B testing on proposed features to validate usability. Findings shaped product positioning, feature prioritization, and uncovered differentiators for future development.

Led a future-focused ethnographic study to inform long-term product strategy. Conducted remote diary studies via Recollective, capturing users’ daily interactions, reflections, and comfort levels with voice assistants and early GenAI tools. Created persona maps and facilitated C-level workshops to translate user behaviors into strategic opportunity areas and product development priorities.

Led a qualitative research initiative to improve care experiences for low-income and disabled members managing Type 2 diabetes. Conducted two rounds of in-depth phone interviews to map patient journeys, identify barriers to care, and explore cues, routines, and rewards using the Habit Loop framework. Delivered journey maps and personas that informed provider engagement strategies, resource enhancements, and community outreach—enabling actionable improvements to care access.

Led a multi-country study with 45 participants across the US, Canada, UK, and Australia to establish a new baseline for ordering preferences post-pandemic. Used dScout for a week-long research sprint capturing video diaries and reflections on ordering via app, kiosk, and front counter. Documented customer journeys to reveal pain points, UI issues, and situational preferences. Developed discussion prompts and insights that guided cross-functional teams in improving ordering experiences across channels.

Led a multi-city ethnographic study with 40 participants across four U.S. cities. Explored lifestyles, daily activities, and aspirations to inform Ford’s next-gen 3-row utility vehicles. Combined remote ethnography, in-depth interviews, in-home visits, card-sorting, and segmentation to capture behaviors and feature priorities. Built user profiles and design criteria frameworks to highlight what users valued most. Challenged executive assumptions and guided ideation workshops with insights, reports, and storytelling videos.

Led a multi-phase research initiative to improve entry, navigation, and service experience in-store. Conducted customer shadowing, journey mapping, and card sorting to understand behavioral barriers and test communication strategies. Insights led to redesigned service flows and updated signage, increasing customer understanding and willingness to browse and purchase.

Designed an interactive lobby experience to transform how Bosch India’s sales teams engaged visiting clients and partners. Led stakeholder interviews, product prioritization workshops, and historical research to align narratives across verticals including IoT, mobility, smart cities, and manufacturing. Collaborated with engineers and creative partners to develop immersive installations with live product demos and interactive technology. Applied wireframing, click-through prototyping, A/B testing, and moderated usability testing to design and optimize touchscreen interfaces for product demos—ensuring intuitive user flows and impactful storytelling. Delivered a digital timeline of Bosch’s legacy, enhancing brand engagement and stakeholder buy-in.

Led the attendee journey and spatial experience design for SAP Labs’ 3-day flagship developer conference, welcoming 5,000+ participants across a 57-acre campus. Applied service design principles to map user flows, allocate space, and shape engagement across keynotes, hands-on labs, networking zones, and exhibitions. Partnered with stakeholders through co-creation workshops, sponsor interviews, and journey mapping with historical data to align on priorities and layout strategy. Designed a comprehensive wayfinding and signage system for six distinct attendee personas, improving navigation, learning, and overall engagement.