Summary
A UX Strategist with 10+ years across customer research, product strategy, and user experience leadership. I
lead strategy projects end-to-end, from research planning through insight synthesis, strategic framing, concept
validation, and implementation advising, connecting consumer desirability, business viability, and technical
feasibility. Led mixed-methods research programs across fintech, healthcare, e-commerce, and AI sectors,
achieving results for products that have reached over 75 million users, helping drive results for startups to
fortune 50 companies. I’m all about driving meaningful results, including work that has led to increases in
sign-ups by 44%, an 83% uptick in feature completion, and a 46% increase in tour adoption.
Selected impact
- 75M+users reached through research-informed products and services
- 44%increase in sign-ups from research-led onboarding changes
- 83%uptick in feature completion through optimized user flows
- 46%increase in tour adoption driven by research-backed product strategy
Skills & Workflows
Research & Strategy
Design Thinking, Mixed-Methods Research, Strategy Project Leadership, Concept Validation
(Desirability/Viability/Feasibility), Strategic Framing, Visual Frameworks, Opportunity Mapping, Journey
Mapping, Personas, Ideation Facilitation, Client Workshops, Executive Presentations, Cross-Functional
Collaboration.
AI Tools & Workflows
NotebookLM, Gemini, Perplexity, ChatGPT, Gumloop, Hermes, Figma Make, AI-Assisted Synthesis, Social
Listening, Agentic Research Pipelines, HITL AI Validation, Multi-Model Orchestration.
Tools
Figma, Lookback, Qualtrics, User Interviews.
Selected experience
Orbello
Founder, UX designer, UX researcher · Remote · 2025 – Present
- Founded and lead product strategy for an AI-powered consumer app, conducting 12+ user interviews and
gathering insights from 30+ on-the-ground participants to validate product-market fit and identify
whitespace across international markets.
- Integrated 15+ AI tools into the development workflow, leveraging multi-model orchestration for research
synthesis, content generation, and localization across 12+ languages to accelerate iteration while
maintaining research rigor.
- Designed agentic research pipelines combining AI-assisted synthesis with HITL validation, enabling rapid
concept testing that balanced consumer desirability with technical feasibility.
- Developed product strategy using AI-enabled competitive analysis and social listening, translating
findings into visual frameworks and opportunity maps that guided prioritization across a lean
cross-functional team.
Applause
Senior UX Researcher · Remote · Agency · 2024 – Present
- Led a four-month longitudinal study with active drivers for a global mobility platform, analyzing 471
mixed-method survey responses to prioritize navigation, safety, and retention needs.
- Led mixed-methods research across 3 FinTech product lines with 75 participants, identifying abandonment
drivers and delivering strategic recommendations across alignment, insight, and opportunity phases; client
subsequently achieved #1 in JD Power 2026, 25% rise in digital mortgage applications, and ~80% of business
accounts online.
- Led strategy engagement with 15 international experts across an AI fertility platform, conducting expert
interviews that reduced sales friction by 60% and advised a roadmap pivot from reactive to predictive AI,
balancing desirability with technical feasibility, presenting to client leadership.
- Developed a 5-tier hierarchy-of-needs visual framework from interviews with 13 HR leaders for a B2B SaaS
client, translating insights into a strategic narrative that guided Tier 3 predictive AI product strategy
across cross-functional product and engineering teams.
- Designed and executed a 151-participant mixed-methods study (usability + surveys + NPS) for a global
restaurant platform, synthesizing findings into an opportunity map that informed a platform-wide redesign;
client subsequently achieved 97% load time reduction and 210M active users.
- Evaluated an AI chatbot with 24 survey responses for a financial services client, identifying NLP
failure patterns and delivering recommendations balancing desirability against technical constraints;
client subsequently launched a Dining Companion beta and integrated Anthropic's Claude.
Winston Francois
UX Researcher · Agency · 2023 – 2024
- Led IA research combining tree testing (17 users) and open card sorting (30 users) for a major US bank,
quantifying a 73% task-failure rate and developing a restructured navigation framework presented to
C-suite stakeholders; client subsequently achieved an 8-second reduction in average handle time.
- Conducted iterative concept validation with 18 credit union members for a fintech rewards platform,
measuring Ease of Experience (89%→100%), Likelihood to Use (50%→70%), and Value of Experience (44%→80%)
across Figma prototype rounds, delivering desirability and viability recommendations to product
leadership.
- Facilitated Figma prototype testing with 8 healthcare professionals for a diabetes management app,
evaluating clinical workflow integration and presenting to client executives; product subsequently
achieved CE Mark certification and reached 7M+ mySugr accounts.
- Conducted walk-the-store usability research with 8 participants across a healthcare network's digital
properties, delivering a strategic opportunity map to executives; client subsequently redesigned 575
location pages generating 1M+ visits/month and won an eHealthcare Gold Award.
- Designed a 7-day diary study with 8 participants for an IoT wellness platform, synthesizing behavioral
patterns into a proposed diagnostic tool concept; client's Origin AI division was subsequently acquired by
ADT for $170M.
Flyhomes
UX Researcher & Research Operations Lead · Employer (Real Estate & Mortgage) · 2021 – 2023
- Built company-wide Research Operations infrastructure from the ground up, recruitment pipelines,
standardized templates, and a cross-functional research repository that scaled research capacity across
EPD teams and democratized testing for product managers and designers.
- Led HITL validation of an AI-powered home search feature with 13 participants, achieving a SUS score of
87.5 (A-) and using dendrogram clustering to identify 4 distinct UI interaction patterns; 80% of users
scrutinized 3+ listings before signup, informing design refinements presented to leadership.
- Conducted FinTech product validation revealing 87% positive sentiment and 64% high interest, while
surfacing that 50% feared hidden fees, delivering desirability and viability insights that shaped pricing
transparency strategy and go-to-market approach.
- Designed a diary study examining onboarding, uncovering 'Personal' touch rated 4.1/10; partnered with
Lifecycle Marketing to revamp communication cadence, translating insights into a cross-functional action
plan presented to leadership.
- Acted as strategic advisor to product and engineering leadership, translating research into opportunity
maps and strategic narratives that influenced roadmap priorities across the home-buying journey.
Helping Hands Community
UX Researcher · Contractor · Jul – Dec 2021
Led user research for community-driven initiatives and non-profit volunteer logistics.
Education
- BA, Film & Communication; Minor in Marketing, California State University, Long Beach
- AA, Behavioral Science, Norco College
- AA, Media Communications, Norco College
- Certificate in UX (Awarded with Distinction), UCLA
- Certificate in UX and Healthcare, Eric Shumake
- HIPAA Certified
Mentorship
Mentored 150+ UX professionals (3,000+ minutes) via ADP List on UX research career transitions, portfolio
reviews, and skill development.
Professional Development
- Accessibility: How to Design for AllInteraction Design Foundation
- Gestalt Psychology and Web DesignInteraction Design Foundation
- Inclusive Design WorkshopUX Inner Circle
- User AdvocacyUX Inner Circle
- How to Conduct Ethnographic InterviewsUX Inner Circle
- Prototyping Product-Service SystemsUX Inner Circle
- Improving How You Collaborate with UX TeamsUX Inner Circle