My Expertise
Product Innovation
User Experience
Marketing & Advertising
Research Methodology
I was trained in Jobs-To-Be-Done (JTBD) and Outcome-Driven Innovation (ODI) at Strategyn under the mentorship of JTBD pioneer Tony Ulwick. At Strategyn, I lead qualitative research to uncover customers' desired outcomes on behalf of high-profile clients in many industries. I am building ODIpro, a toolkit for product innovators that includes education and certification, AI-driven quality assurance tools, and a community for ODI professionals.
I managed all user experience research for Purple Innovation, working closely with both physical product and digital designers. I regularly consulted with directors and executives to improve Purple's marketing, brand identity, and product features. I have a certification in UX/UI from the University of Utah. I create and test prototypes in Figma and Adobe XD. I am skilled in usability testing
I led research for Boncom, a full-service creative agency, informing social impact advertising through a deep understanding of target audiences and customer needs. I also performed ad testing and brand health tracking studies for Purple, and launched the company's first journey mapping, market segmentation, and mystery shopping studies.
I am an expert in mixed methods research. I am particularly skilled in interviewing, survey design, Jobs-To-Be-Done, design thinking & human-centered design, and advanced statistical analyses. I am proficient in Stata and SPSS, and adept at manipulating data in Excel using complex formulas. I am also proficient in leading co-creation and other workshops with clients to socialize and action against research findings.
Brands I Have Delivered For
