Research and testing have always been de-prioritized as one of the greatest challenges in the design industry. I approach this problem from risk mitigation and long-term cost reduction perspectives to drive business buy-in as well as generate creative ways of optimizing cost-efficiency. I believe a combination of qualitative and quantitative research data is designers’ secret sauce of creating delightful experiences. I’ve had great opportunities to establish scalable research foundations, lead cross-functional research initiatives and conduct company-wide research training.

Selected Project

Situation

CRC (Consumer Research Council) is a cross-functional team at Flybits, including product, product marketing, and consulting teams. The goal is to establish a single source of truth of consumer insights that can be fed into product discovery, use case generation, marketing value prop etc.

Task

lead the team across multiple high-impact initiatives

Action

• Conducted internal cross-functional workshops to align on objectives and identify research themes

• Created execution plans for the top three initiatives

• Conducted online survey, desk research, in-depth interviews and co-creation workshops with consumers

Result

• Created 6 consumer profiles and 3 end-to-end scenario-based consumer journeys (Homebuyer, investor, traveler)

• Generated 30+ new business opportunities targeting different consumer segments

• Identified key user engagement metrics and their impact on Flybits strategy