As the first EMEA associate researcher for the UX team (2017), I quickly advanced to become the dedicated researcher for the mobile product group, working with leadership to shape its strategic direction.

In 2019, I transitioned to the Growth Product Group, where I have played a key role in informing how the team acquires, onboards, and services new users, reducing the business’s reliance on human intervention.

My experience spans both tactical and exploratory research, employing a variety of methods to deliver actionable insights. More recently, I broadened my scope to include market research for go-to-market initiatives.

Main Responsibilies:

• Conduct End-to-End Usability Studies: Design and execute comprehensive usability studies to evaluate and improve the user experience for self-service CRM adoption, yielding actionable insights for product development.

• Analysing Adoption Trends and Behaviours: I focus on in-depth research and analysis of the adoption trends and behavioural patterns of small businesses, providing critical data to inform strategic product decisions.

• Developed Design Personas: Created detailed design personas to guide self-service acquisition and adoption strategies, ensuring a user-centred approach to product development.

• Employ Mixed-Methods Research: Passionate about leveraging qualitative and quantitative research methodologies, including product or design-driven experimentation, to gain a holistic understanding of user behaviour.

• Influencing Senior Leadership: I collaborate closely with and influence senior leadership to prioritise high-impact projects that drive strategic product direction.

• Cross-Functional Collaboration: I am experienced in extending influence beyond the immediate product team I work with, collaborating with other departments to align strategies and improve overall business outcomes.

• Mentorship: Dedicated to developing the next generation of UX professionals, I provide comprehensive mentorship to previous associate researchers and current designers. My approach focuses on building confidence, expanding their knowledge base, and enhancing their practical abilities in user experience research through tailored guidance and hands-on experience.