My Professional Journey
Venturing into New Horizons: From TAPPR to Leap AI
After leaving my role as Principal UX Researcher at Xerox PARC (now part of SRI International), I founded my own research insights firm called Tappr. During this time, I had the privilege of working with some of the largest brands, including a leading on-demand streaming platform, a leading food delivery service, and a major beverage company.
Mastering the Art of Qualitative Research?
A Journey into the Mind of a User Experience Specialist
Can we ever claim to be a master? I'm always learning and evolving. In my role as a user experience specialist, I have focused on qualitative research methodologies. This involves conducting in-depth interviews, participating in observational studies, and moderating research sessions. This hands-on approach allows me to gain a deeper understanding of user behaviors, needs, and motivations.As a design researcher, I've learned to flex my design muscles in ways I never thought possible!
Want to know the secret sauce to being a good researcher? Well, it's no secret at all! It starts with an insatiable curiosity and a burning desire to peek into other people's minds and see the world from their perspective. It's like being a mind reader, without the crystal ball!
The Lifecycle of User Experience (UX) Research
User Experience (UX) Research plays a pivotal role in a company's life cycle. It provides valuable insights into user behavior, needs, and experiences, which are integral to product development and improvement. At every stage - from conceptualization and design, through to testing, launch, and post-launch evaluation - UX Research provides critical data that informs decision-making and strategy. It helps to ensure that products or services meet user needs and expectations, thus driving user satisfaction, engagement, and ultimately, business success.
Early Stage Discovery
Implementation and Evaluation
Testing and Validation
Comparative Research
Longitudinal Studies
Methods I Master in Research
In conducting research, it's essential to understand that no single method holds the key to every situation. Each project, with its unique circumstances, objectives, and constraints, may require a different approach or a combination of methods. The budget, timeline, and the depth of insights needed can also heavily influence the choice of techniques. With my extensive training and experience, I have the ability to discern the most appropriate methods and techniques for each situation. I can efficiently adapt and employ the most effective tools to get the job done, ensuring that the research yields valuable, actionable insights every time. Let's delve into some of the methods I often use in my research.
Conducting Interviews and Observations
Concept or Usability Testing
Ethnographic Studies
Unmoderated Research
Diary Studies
Case Studies
I am excited to share two case studies that highlight the depth and breadth of my work in the field of user experience research. These cases illustrate the careful application of different research methodologies to address specific research questions. The art of research lies in selecting the best method for the question at hand, and these examples demonstrate this crucial aspect of my work.
In the first case, a diary study approach was used to understand how travelers' dietary preferences change while they're on the go. This method enabled us to capture rich, in-depth data over a period of time, providing a comprehensive picture of the travelers' experiences.
The second case leveraged interviews to delve into the factors that affect conversion rates on a food delivery platform's grocery partner page. This method allowed for a deep understanding of the barriers that prevent potential customers from finalizing their purchases.
In both cases, the chosen research methods facilitated the extraction of meaningful insights that could be directly applied to enhance the user experience and meet business objectives.
Case Study 1: Understanding Consumer Dietary Preferences during Travel - A Diary Study
Case Study 2: Enhancing Conversion Rates for Food Delivery Platform’s Grocery Partner - Interviews
Highlighted Publications in Popular Media
As a UX researcher, I've had the opportunity to channel my understanding of complex concepts into clear, engaging narratives. I've been fortunate to share my expertise and insights through popular press outlets such as TechCrunch and VentureBeat. For example, I wrote an article for TechCrunch discussing the real-world implications of AI in product development and the potential issues users can face from poorly implemented AI features. This work highlighted my commitment to conducting thorough research and translating findings into actionable insights for a broad audience.
In VentureBeat, I discussed the challenges and potential solutions related to mobile ordering systems. The article was based on comprehensive user studies and offered my unique perspective on how businesses can better cater to customer needs while maintaining operational efficiency. Writing in these popular outlets has allowed me to reach a wider audience, highlighting the importance and impact of UX research in today's tech-driven world. This work complements my commitment to conducting thorough research and translating findings into actionable insights for a broad audience, as showcased in my TechCrunch article.
Reach out to me on LinkedIn.