Golnoosh Torkashvand
CX Strategy & Customer Transformation · Human-Centered Design · Product Strategy
Executive Summary
CX Strategist with 9+ years of experience across fintech, enterprise, and digital platforms. Delivered measurable impact, including 14–16% onboarding improvement and 21% engagement growth, by applying customer insights to shape strategic decisions, influence roadmap prioritization, and align cross-functional teams around high-impact opportunities. PhD in Human-Centered Design, with expertise in journey mapping, Voice of Customer (VoC) programs, and mixed-method research to optimize customer experiences and inform strategic decisions across consumer-facing digital products and service ecosystems.
Professional Experience
CX Research Consultant, Customer Experience & Insights
2025–2026Ontario Lottery & Gaming (OLG), Toronto
- Drove +21% increase in promotion engagement by identifying friction across the promotion lifecycle (awareness → redemption) and informing targeting, personalization, and experience redesign.
- Identified key behavioral drivers of customer engagement and conversion by translating business priorities (churn, engagement, feature gaps) into multi-method research strategies and leading vendor-partnered large-scale studies.
- Accelerated time-to-insight and research delivery by streamlining ResearchOps workflows across intake, execution, and stakeholder alignment.
Founder & Lead Consultant, CX & HCD Strategy
2025–PresentSoft Launched Inc., Toronto
- Enabled clearer product prioritization and market-aligned decision-making for early-stage and growth companies by defining opportunity areas, customer needs, and product direction.
- Reduced product risk through early validation of ideas by conducting market, user, and problem discovery, translating insights into actionable recommendations.
- Improved product positioning and differentiation by developing future-state journeys and customer-centric value propositions grounded in customer and market insights.
Senior CX Researcher, Product & Experience Strategy
2022–2024Questrade Financial Group, Toronto
- Influenced product strategy and roadmaps by identifying behavioral drivers and adoption barriers across onboarding, funding, and trading journeys, shaping higher-impact experience and feature decisions.
- Reframed product direction by challenging core assumptions (e.g., demo platform), redirecting investment toward more effective drivers of acquisition and engagement.
- Established ResearchOps and internal customer research panel, achieving 14–16% acquisition in 3 months and improving engagement and research velocity.
- Improved cross-functional alignment under ambiguity by facilitating workshops across Product, Marketing, and Service Design teams.
Instructor, UX Research & Human-Centered Design
2020–PresentSeneca Polytechnic & Sheridan College
- Teach UX research, CX strategy, and product thinking, leveraging an HCD mindset and systems thinking for innovation.
- Mentored students in research design, ethical practices, and synthesis across 200+ hours of instruction and applied projects.
Skills
Tools
Methods
Soft skills
Education
PhD, Human-Centered Design
Florida Institute of Technology
M.A., Industrial Design
Tabriz Art University
UX Design Certificate
George Brown College
Publications & Recognition
- Editorial Board Member, International Ergonomics Association
- Crystal Cabin Awards Nominee
- Multiple peer-reviewed publications