Case Studies

Some of these are a little lengthy, but I hope they share a glimpse into my design & problem solving thought process.

Shipping Fast + Shipping Right

A quest for accurate user data while validating a new fintech product.

The research-led redesign that followed doubled CTR.

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Diagnosing Before Designing

A hunt for the real cause behind a drop-off revealed the obvious culprit was a red herring.

After diagnosing the real problem and implementing the fix, data contamination decreased by ~50%.

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How One Persona Turned Out To Be Two

The team started with a hypothesis about who our users were — the user interviews said otherwise. Synthesising data from 21 interviews into three personas marketing, product, and leadership could all work with.

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