Gravitas

Leading the user research/SD phases for an app development project with SNB, focusing on gathering actionable insights to inform design and development. Some of the activities include running surveys, focus group workshops, in-depth interviews, and competitor analysis

User Research and Service Design Lead

Spective Design

Senior Product Strategy Consultant

Shell

• Optimized user experience and conducted research for Shell's EPTB Analytics upgrade and Shell Market Hub (SMH) portal, aligning product features with user needs across six business verticals.
• Improved mobile app UX by 35% using insights for navigation refinement, user flow streamlining, and overall usability enhancement.
• Boosted sales by £28 million in 6 months through strategic UX improvements and customer journey optimization, demonstrating the effect of user-centred design on business growth.
• Revamped the SMH portal's "order management" journey, doubling conversions by leveraging insights on user behavior into effective design solutions.
• Managed usability testing such as heuristic evaluations and A/B tests to uphold high user-centered design standards for the portal and app.
• Worked with product owners, developers, and UI/UX designers to create intuitive UX that met business goals and user expectations.
• Led product development by establishing a continuous feedback loop with stakeholders and end-users, ensuring data-driven enhancements aligned with user needs.

UX Research and Service Design Lead | Global

• Led user experience initiatives within bp’s Experience Design Studio, driving strategic design research projects across diverse domains such as procurement processes, employee experience enhancements, electric vehicle (BP Pulse) services, and SaaS platform upgrades for mobile applications.
• Spearheaded the development and implementation of comprehensive user research plans, conducting in-depth interviews and ethnographic studies with bp employees, including frontline staff, to uncover pain points, gather behavioral insights, and align design solutions with user needs and business objectives.
• Designed and facilitated interactive workshops, enabling cross-functional teams to collaboratively create detailed user journeys, personas, and empathy maps that accurately reflected the diverse user base and informed subsequent design decisions.
• Optimized the employee experience by transforming key internal processes based on user feedback, reducing friction points, and improving overall usability and satisfaction with internal tools and platforms.
• Innovated the user experience for BP Pulse’s EV services, conducting usability testing and heuristic evaluations to enhance the mobile user interface and streamline the customer journey, leading to increased user engagement and adoption.
• Executed usability testing, card sorting, and journey mapping sessions to validate design hypotheses and iterate on prototypes, ensuring user-centred design principles were embedded throughout the development lifecycle.
• Established a user research repository, documenting insights, methodologies, and best practices to create a centralized resource for ongoing and future UX projects, fostering a culture of knowledge sharing and continuous improvement.
• Coordinated with product managers, developers, and designers to implement design solutions that balanced user needs with technical constraints, resulting in seamless, intuitive, and scalable digital products.

UX Research Lead | Service Designer

Hanika Research and Design Consultancy

• Led the product development and improvement process for a Tokyo-based SaaS startup, enhancing mobile app performance on iOS and Android platforms, resulting in a 20% increase in user engagement and a 15% reduction in reported issues. 
• Utilized advanced product research techniques, including MaxDiff and conjoint analysis, to identify key usability challenges, and provided data-driven recommendations that influenced product design and roadmap prioritization. 
• Drove requirement gathering and feature prioritization, ensuring that user needs were translated into actionable product features aligned with business goals and optimized for user satisfaction. 
• Oversaw iterative product testing cycles, including A/B testing and usability studies, validating design improvements and optimizing user flows, which led to a 40% increase in customer satisfaction and significant reductions in task completion time. 
• Spearheaded a platform redesign, focusing on intuitive navigation and refined information architecture, significantly enhancing the overall user experience and product usability. 
• Integrated a robust feedback loop into the product development process, using surveys and usability tests to continuously align product enhancements with user expectations and industry best practices. 
• Conducted comprehensive user research to develop detailed personas and scenarios, fostering a user-centric approach within product teams and ensuring that decisions for iOS platform enhancements were grounded in real user needs.

Senior UX Consultant | Mobile & UX Optimization

NTT DATA UK

• Directed user research for client-specific objectives, providing crucial insights for transformative strategies at Toyota/Lexus UK, Tesco Underwriting, Scottish Power, and AXA XL Insurance.
• Conducted user research and service design for TescoBank's mobile app, integrating quantitative and qualitative data to identify user behaviour for digital strategy enhancement.

Lead UX Researcher 

Regent's University London

Led user interface research for IoT devices (for utilities), managing a team to conduct 42 usability sessions and A/B tests, enhancing renewable energy technologies.

UX Research Fellow

Delivered lectures on quantitative research methodologies for graduate students at business analytics dept.

Lecturer - Quantitative Research and Data Analytics

Ayda Research

• Directed product research for client satisfaction and product improvement across the company's portfolio.
• Orchestrated collaborative research strategies, tailored to unique client needs, through strong partnerships with project and technical teams.
• Led product research initiatives through surveys and interviews for high-tech advancements, crafting questions, analyzing responses, and transforming findings into actionable insights.

UX Consultant

Menada International

•Delivered service design and research expertise as a freelancer under the name of "nhldesign" for global clients in the Netherlands, Turkey, Japan, Singapore, Germany, and Austria, aligning service strategies with client feedback and market demands.
•Optimized services for clients such as Rabobank, Akbank, KLM, and Ricoh by leveraging user research insights to drive customer-centric service improvements.
•Conducted comprehensive service research using methodologies like surveys, depth-interviews, A/B testing, and usability testing, setting clear KPIs to evaluate and refine service performance.
•Provided actionable insights that informed service design decisions, enhancing user journeys and aligning services with clients' strategic objectives.
•Established systems for ongoing feedback collection and performance monitoring, enabling continuous service improvement and increased user satisfaction.
•Designed and facilitated co-creation workshops with clients, promoting collaboration and alignment in both on-site and remote settings to develop impactful service solutions.
•Enhanced digital service platforms by addressing navigation and usability challenges, reducing friction points, and driving higher user engagement and satisfaction.

Service Design Consultant

The Japan Foundation

- Carried out a research project based on the mixed research techniques (qualitative and quantitative) financially supported by the Japan Foundation.
- Created semi-structured open-ended questions for in-depth interviews with Japanese senior officials and academics.
- Created surveys from scratch.
- Created and moderated a focus group discussion, forming of Japanese students aged between 18 and 25, to investigate sensitiveness of their attitudes and experience toward the South Korean politics of Japanese decision makers.
- Delivered lecture series on risk, trust and mental models.

Research Fellow

- User research and service design expert.
- Translates customer needs into strategic initiatives.
- Skilled in agile, data-driven insights, and stakeholder management.
- Leads teams with a focus on customer insights and business goals.
- Aligns stakeholder expectations with impactful priorities.
- Balances technical feasibility with user-centric design.
- Drives business growth through strategic alignment.

Taplio

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