A metric that won't move. An onboarding experience nobody adopts. A design system that isn't being used. A product team with too many opinions and no shared direction.
The symptom is real. But where it shows up is rarely where the solution lives.
My work is helping organizations step back far enough to see the whole system: the people, incentives, workflows, decisions, and constraints shaping the experience. Sometimes that means understanding customers. Sometimes it means understanding teams. Most often, it's connecting the two.
Across advertising, banking, loyalty, enterprise software, and machine learning educational platforms, I've helped teams move from isolated issues to systematic models, and from raw data points to prioritized paths forward.
Research reframed an enterprise design system from a simple portal issue into a service model challenge. Surfaced three behavioral mindsets, re-architected the contribution pipeline, and successfully pivoted systemic engine roadmap investment.
Read case study →Iterative research on tablet problem-solving behavior reframed an automated math application away from quick answer generation into an adaptive Socratic guidance engine that preserves cognitive effort and productive struggle.
Read case study →Built a comprehensive qual-quant loop where live usability observations became testable hypotheses for quantitative experimentation. Shipped a lead-form optimization driving a 6% lift at 99.98% statistical confidence.
View case study →Led full-lifecycle product development to turn complex data request delays from weeks into minutes. Unified platform architecture maps across account executives and customer success managers to stabilize tool adoption.
View case study →Synthesized legacy ethnography into a multi-level maturity framework mapping customer moments directly to technology enablement variables and business metrics like average order value (AOV).
View case study →The work I'm most proud of doesn't end with insights. It changes how organizations make decisions.
Better understanding isn't the goal.Better decisions are.