Strategic Experience Research & Planning Digital Consumer Banking Portfolios

- Project Development & Management- Budget Engineering & Control

Project Mobility; Principal Investigator, San Francisco (USA), 2017 Sep. - Present- Developed and tested a qualitative user research technique that triangulates in-depth interviews, mobile log data, on-screen surveys to enhance data accuracy in self-report data of information behaviour on digital platforms.- Conducted two mobile interface based interview sets (n=8; n=31) and one survey (n=217). Three first author publications forthcoming.TiKTok Knowledge Mobilization; TikTok Public Initiative, Toronto (CANADA), 2021 Jun. - 2022 Jan. - Conducted competitive and affordance analysis and synthesized findings into reports.E-Rhythms; Co-investigator & Application Developer, Toronto (CANADA) 2016 Aug. – 2019 Dec.- Tested Android-based (qual. & quant.) user research application (n=181) and made design and technical iterations for the nation-wide survey.- Managed participant recruitment and conducted 181 adolescent interviews and nation-wide surveys (n=17,092) to understand their usage patterns and test known hypotheses. One first author conference proceeding and two first author publications.University of Toronto Accessibility; Co-investigator, Toronto (CANADA), 2014 Sep -2015 Apr.- Conducted several participatory workshops and interviews to develop a conducive dream device and a happy path. Led the final usability tests for design iteration.

- Co-created user research and user experience design syllabi for the Master’s level User Experience Design courses (INF2191 User Interface Design; INF2171 Usability Assessment: Concepts, Methods and Tools)- Taught 7 UXD concentration courses. Most students landed a UX-based career within 9 months

OneHSN & Region of Waterloo, Ontario - Collaborated with product managers, developers, designers, and account execs todefine research questions and plans.- Led both heuristic evaluation and usability testing sessions to redesign the (e)information architecture which resulted in decreasing 47.4% in the drop-off rate for the application process and 4.63/5 satisfaction rate (n=108).University of Toronto Accessibility Services; Co-investigator, Toronto (CANADA), 2014-2015- Conducted several participatory workshops and interviews to develop a conducivedream device and a happy path. Led the final usability tests for design iteration.

Strategic Planning, Integrated Marketing Campaign, AutomobileGenesis Motor At-Home Dealership & Prestige Membership- Co-lead of the development of Genesis Motor’s global customer experience program by conducting over 200 generative research sessions. Evangelized a digital-based engagement strategy which resulted the highest on- to off-line conversion rate (1.2%) among luxury automobile brands in Canada.Hyundaicanada.com - Designed and conducted several hyundaicanada.com usability tests to identify user needs, performance, and satisfaction. Produced actionable results leading to an overall redesign that increased retention rates

Strategic Planning, Integrated Marketing Campaign, Pharmaceutical, AutomobileComprehensive Marketing Plan (Mass+Digital+Offline)- Designed and conducted user studies for Astra-Zeneca’s cardiac health management tool (doctor-facing) and led end-to-end UCD process. YourManReminder App- Conducted generative research for ReThink Breast Cancer Society. Synthesized findings into an actionable research report and designed Your-Man-Reminder app which was named the Global Top 10 Ideas by 2012 TED Initiatives and had 100,000 downloads and 1.1 million site visits in the first week.

Strategic Planning, Integrated Marketing Campaign, Automobile, Pharmaceutical, and FinanceMercedes Brand & Mercedes-benz.ca - Led the full end-to-end user research process and designed a multimedia program. Translated findings into insights to help grow Mercedes-Benz customer base by 12% compared to the previous year.- Translated the global guidelines to the local market based on user journey maps.

Strategic Planning, Integrated Marketing Campaign, Consumer Market