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I am a
Human-centered
Design Practitioner
User Researcher
Product Strategist
Service Designer
I'm a Human-centred Design thinker and practitioner based in San Francisco, armed with an MBA in Design Strategy from California College of the Arts (CCA).
💡 WHAT I DO
I’ve always been obsessed with understanding why people do what they do—from the way they shop to how they navigate digital spaces. Turns out, asking “But why?” over and over again is a pretty solid career strategy. Now, I help companies decode human behavior and turn those insights into business impact.
I’m a User Experience Strategist specializing in mixed methods research to uncover deep insights and drive smart product decisions. My superpower? Cutting through the noise to help teams understand what customers really need—not just what they say they need.
✅ WHERE I HAVE PLAYED
I’ve worked across fintech, healthtech, e-commerce, and social impact, tackling big, thorny questions like:
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How do we get merchants to adopt a new accelerated checkout system? → Conducted B2B research with 75+ merchants, driving PayPal Fastlane adoption.
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What’s the real homebuying journey like? → Led a diary study with 50+ homebuyers for Bank of America, shaping mortgage strategies.
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Can AI-powered creativity tools actually help teams? → Studied the behavior of 100+ millennial professionals to understand their creativity needs and enhance the employee experience.
🚀 WHAT DRIVES ME
For me, research isn’t just about data points and surveys—it’s about storytelling, uncovering ‘aha’ moments, and making sure human needs drive business decisions. Whether it's helping people manage money, designing better workplace experiences, or figuring out where AI fits into our lives, I bring curiosity, empathy, and a bias for action to every challenge.
Exploring Innovation using my Adaptive Design Process
Connect signals and map the system
Conduct generative design research to understand users
Build a Growth Strategy
Design the prototype keeping in mind user needs
Test the concept with the real users and iterate
How I Unwind...
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