Research Approach
I approach UX research with a flexible, user-centered methodology that adapts to project constraints while maintaining rigorous standards. My philosophy centers on understanding real user needs through systematic data collection, rigorous analysis, and clear communication of actionable insights that drive both user experience improvements and business outcomes.
Core Principals
Start with user needs, not assumptions.
I combine qualitative interviews (individual and group sessions) with quantitative behavioral data (Hotjar analytics, survey data) to build comprehensive understanding. This triangulation of methods ensures findings are validated across multiple data sources, as demonstrated in my Peer Group Institute project where I correlated Hotjar behavioral data with interview-reported pain points (r = 0.68, p < 0.01) to strengthen design recommendations.
Ensure statistical rigor and data cleanliness.
I implement rigorous data validation procedures, appropriate statistical tests (t-tests, chi-square, correlation analysis), and transparent methodology documentation to ensure findings are statistically sound and credible. This emphasis on statistical cleanliness was essential in my Peer Group Institute project, where rigorous analysis enabled confident executive presentations and faster decision-making.
Communicate for impact.
I translate research findings into business metrics (engagement, conversion, satisfaction) and actionable design recommendations that stakeholders can act on. Rather than presenting research in isolation, I connect user needs to business objectives, as seen in my executive collaboration work where I developed ROI projections (20-25% increase in engagement, 15-18% improvement in conversion rates) that enabled data-driven scope decisions.
Collaborate effectively across disciplines.
I work seamlessly with developers, designers, product managers, and executives, establishing clear communication protocols and documentation standards. My HAFA project demonstrated how systematic collaboration—using Notion for shared documentation and Figma for interactive prototypes—resulted in 40% reduction in design-development revision cycles and faster implementation timelines.
Methodological Flexibility
My research toolkit includes:
Qualitative Methods
In-person and remote user interviews, group interviews, contextual inquiry, structured observation, affinity diagramming (WAAD).
Quantitative Methods
Survey design and analysis (Qualtrics), statistical analysis (t-tests, chi-square, correlation), behavioral analytics (Hotjar heatmaps, session recordings).
Synthesis & Analysis
Work Activity Affinity Diagramming, user journey mapping, barrier analysis, statistical validation, cost-benefit analysis.
Collaboration & Documentation
Notion for shared documentation, Figma for prototyping and visualization, Excel for data tracking and analysis.
Rather than applying methods rigidly, I select and combine approaches based on project needs, user context, and business objectives. This flexibility was critical when joining the HAFA project mid-development, where I rapidly adapted my research approach to fill knowledge gaps while building on existing work.
See how I applied these principles in my projects:
