Approach
How I approach customer & business problems.
I use customer research, systems thinking, and mixed-method approaches to help teams better understand customer behavior, reduce uncertainty, and make more informed product and experience decisions.
My work often sits between research, product, CX, and strategy, helping teams connect customer insight with business priorities, operational realities, and long-term experience goals.
I’m especially interested in:
- understanding how people make decisions,
- identifying friction across journeys and systems,
- and helping organizations build stronger ways of learning from customers over time.
What I bring
Turning customer insight into better decisions
I help teams move from assumptions and scattered feedback toward clearer decisions grounded in customer behavior, context, and business needs.
- prioritization conversations
- experience improvements
- product direction
- roadmap decisions
Looking at experiences as connected systems
I approach customer experiences holistically, considering not just interfaces, but also communication, operations, trust, policies, workflows, and organizational constraints. This helps uncover friction that often sits beyond the screen itself.
Using mixed methods to understand both behavior and perception
I combine interviews, usability testing, surveys, Voice of Customer programs, behavioral analysis, and journey mapping to understand not only what customers do, but why they do it. I'm especially interested in how emotions, uncertainty, trust, and mental models shape decision-making.
Building sustainable ways to learn from customers
Good customer research shouldn't live in isolated projects. I help organizations build sustainable ways to learn from customers through better workflows, governance, panel strategy, collaboration, and knowledge sharing.
Core practices
Research & Discovery
Generative and evaluative research · Mixed-method research · In-depth interviews · Survey design & analysis · Usability testing · Concept testing · Voice of Customer (VoC)
Experience & Strategy
Journey mapping · Service blueprinting · Persona development · Stakeholder workshops & facilitation · Opportunity framing · CX strategy · Prioritization support
Research Operations & Enablement
ResearchOps systems · Panel strategy & governance · Insight repositories · Knowledge management · Cross-functional enablement
Tools & platforms
Research & Analysis
Qualtrics XM · Dovetail · NVivo · UserTesting · Excel
Visualization & Strategy
Power BI · Tableau · Miro · Figma
Collaboration & Delivery
Jira · Confluence
Principles that shape my work
Systems Thinking
I approach experiences as interconnected systems shaped by operations, governance, technology, communication, and human behavior, not isolated touchpoints.
Customer-Centered Strategy
Customer understanding should help shape what gets prioritized, improved, redesigned, or even stopped, not simply validate decisions after they are made.
Design Thinking
I use discovery, synthesis, ideation, testing, and iteration to help teams move from ambiguity toward more thoughtful and evidence-informed solutions.
Business & Operational Awareness
Strong customer experiences require balancing customer needs with operational realities, scalability, feasibility, and long-term business sustainability.
ResearchOps & Scalability
Sustainable customer insight requires systems, including governance, workflows, repositories, panel management, and collaboration practices that support ongoing learning.
Cross-Functional Collaboration
A large part of my work involves helping teams build shared understanding around customer needs, priorities, tradeoffs, and opportunities.
Ultimately, I’m interested in helping organizations make more thoughtful decisions. Whether through research, journey strategy, facilitation, ResearchOps, or customer insight systems, I enjoy connecting customer understanding with practical action and long-term experience improvement.