I turn customer insight into strategy, product decisions, and growth.

I am a Senior UX and CX Researcher & Consultant with 9+ years of experience driving customer insight into product, experience, and business decisions across fintech, enterprise, and digital platforms.

My work sits at the intersection of research, strategy, and execution, helping organizations identify high-impact opportunities, reduce uncertainty, and align cross-functional teams around what truly drives customer behavior.

Across my experience at organizations like OLG and Questrade, I’ve led end-to-end research initiatives that shaped product strategy, lifecycle decisions, and customer experience transformation, delivering measurable outcomes including 14–16% onboarding improvement and ~21% engagement growth.

I connect customer behavior → journey friction → business impact, ensuring insights don’t just inform, but drive decisions and outcomes.

Alongside enterprise work, I founded Soft Launched Inc., where I support startups and growth-stage companies in defining opportunity areas, validating concepts, and building customer-informed products and strategies.

I hold a Ph.D. in Human-Centered Design and approach problems through a systems-level lens, bridging research, design, and business thinking to create meaningful and scalable impact.