I have led user research initiatives that uncover actionable insights to inform product, service, and content strategies. My work blends survey design, feedback analysis, segmentation, and data analytics, helping organizations align their offerings with the real needs and behaviours of their users. Below is a selection of UX research and strategy projects that span data analysis, qualitative feedback, and audience segmentation (client names are omitted for confidentiality).
Member Satisfaction Survey & Strategic Insight (2025)
Context
The client (a membership association) wanted to assess member satisfaction and align content strategy with audience needs.
Approach
- Designed a survey focused on maximizing response rate and uncovering key satisfaction drivers
- Analysed NPS, segmenting responses by role and engagement level
- Identified high-value vs. low-value services and underserved member groups
Outcome
Delivered actionable recommendations on content targeting, service promotion, and member engagement strategy. Insights shaped editorial planning and membership segmentation efforts.
Customer Feedback Analysis Using NLP (2025)
Context
The client needed to make sense of 200+ open-text customer feedback responses to inform product refinement and positioning.
Approach
- Applied natural language processing techniques in R to extract themes and emotion
- Used n-gram frequency, co-occurrence analysis, and LDA topic modelling to surface recurring patterns
- Performed sentiment and emotion classification to understand user tone and hidden needs
Outcome
Delivered a report with clear product recommendations, including visual insights that helped prioritize UX changes and refine messaging based on real user language.
Strategic Feedback Research (2020)
Context
The client needed structured client feedback to guide strategic planning, refine its offer, and elevate the experience on its digital platforms.
Approach
- Designed a hybrid research program combining a quantitative survey with qualitative user interviews
- Mapped key personas and created a segmentation model to support personalization
- Identified gaps between user needs and the company’s roadmap, pricing, and positioning
Outcome
Delivered a clear framework for customer segmentation and personalization. Strategic recommendations informed product priorities, pricing refinement, and user experience improvements across different channels.