Emily

I led and owned entire user and market research for the product vertical working with restaurants and trying to better understand how they manage their payments. This ranged from co-creating with restaurant owners to frame problems, to understanding how chefs use our product in their day to day operations to inform solutions.

My work had a positive impact on two levels: the individual 'user level' and the broader 'company level'. This included aligning features to a user’s current mental model, and at the same time, defining new value propositions and market segments, resulting in new revenue streams.

Apart from 'doing research', I leveraged myself 'being a researcher' in informing product roadmaps and overall organisational strategy such as through setting up continuous discovery, personas, monetisation strategies and competitor analysis.

Co-founded a startup to address critical market needs at the onset of the pandemic, building a platform for fitness instructors to manage online classes, payments, and scheduling. As Head of UX Research, my insights were central to shaping product development and business strategy, guiding the company from concept to a live launch within three months.

Led all phases of qualitative and quantitative research, recruiting and interviewing 15+ fitness instructors to build foundational personas. These insights directly fueled product optimizations that slashed the instructor onboarding process from 1.5 months to 4 weeks. Furthermore, leveraging direct user quotes in marketing campaigns resulted in a 20% uplift in instructor sign-ups.

Extended research to class participants, uncovering the opportunity for a class pass model that offered greater variety than traditional gyms. This data-driven initiative increased revenue by 5% in its first quarter. By disseminating research weekly to the entire company, I ensured a user-centric culture that directly identified new customer needs, leading to the creation of a technical support role to ensure instructor success.

Within my role:

Adaptable Research

As one of Innovatemap’s first User Researchers, I successfully helped champion the research for 30+ clients spanning dozens of industries within one year, providing product insights for companies of all sizes; from startups to enterprises.

Lean + Agile Research

Gather contextual business overview information, define and coordinate the research strategies and tactical requirements. Coordinate, execute, synthesize and present research findings within a 30 day end-to-end timeline.

Plan + Execute Research

Conducted 400+ user, customer and/or buyer interviews collecting data through a combination of qualitative and quantitative methods in order to support and influence the product strategy required to steer business goals and elevate opportunities.

Leadership Presentations

Ability to quickly synthesize and design research presentations and executive reports to share the research findings with C-suite executives, confidently communicate insights tied to a meaningful story that unites business value.