Process.
Process
I take an rigorous but experimental approach to research. My work is grounded in my values of curiosity, connection, and creativity.
value driven research
Curiosity
During the curiosity phase, expect to discuss the project in depth to clearly understand the goals and requirements. The aim is to answer the who, what, when, where, and why.
collaboration
Connection to the customer and each other is imperative. We align commit during this phase to a research plan that fits within the timeline to help us create with confidence.
CREATivity
In the creation phase, we start building the design or scoping the project while we align on what a customer needs and how we can meet that need.
PeT PAL Kickoff
Goal to design a social media campaign to drive awareness and signups for pet owners and hosts. Chat GPT Pro Competitive Analysis
70% of Americans have pets
Owners experience positive emotional states when with a pet
Pets experience separation anxiety
Preliminary Needs Analysis
Gemini Pro + Notebook LM
curiosity-based Alignment
OUTCOMES
Drive Awareness
Where will people find out?
Increase Signups
What target do we expect?
Shape Emotions
How will we measure the vibes?
objectives
Timeline
When is the GTM launch?
Market Gaps
What are other companies doing?
Platform(s)
How do channels differ?
audience
Define Sample (94m)
Global? RTO-only? Hosts?
Value Props
What will resonate with owners?
Market Fit
What markets are the best fit?
Freedom
How would Pet Pal empower new choices for a better life?
fear
What are the major concerns of pet owners for using Pet Pal
fiction
What stories are people willing
to believe about Pet Pal?
collaborative Brainstrom
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5
1
AI Desk Research
known needs of pet owners and RTO needs using Gemini + NotebookLM
2
Market Analysis
into the pet space, competitors and the market (ChatGPT Pro)
3
Large Scale Qual
to assess how pet owners talk about their return to office challenges, needs, and current solutions
5
Max-Diff Survey
to identify core product needs and run turf analysis to develop GTM strategy
4
In-person Research
to explore value props and creative vision with rough-cut assets.
6
Global Experiment
to determine how market fit for brand promises and principles
creative planning
collaborative Decisions
Cultivate curiosity about customer needs to maximize impact.
Why does this product/feature need to exist?
Who are the team and customer?
What do we know and unmet needs exist?
When is the best time to launch and hear from the customer?
Where will we conduct the study?
Curiosity
Cultivate strong connections to align on high priority goals.
Company Vision Connect our goals to the company/team vision.
Cross-XFN Stakeholders Align on hypotheses, priorities, and timing.
Research Team Check with leads to see if resources exist to succeed.
Connection
Good research empowers teams to create better plans and fresh ideas.
Experiment with new tools to build on classic methods.
Deliver foundational insights fast before creating a nuanced report.
Socialize with novel modes of engagement to tell great stories.
creativity
1
Discovery hypotheses and goals of cross-functional teams.
2
Research into the existing data and form questions to explore.
3
Creating a Plan that aligns the study to roadmap priorities and timing expectations.
5
Analyze data rigorously using theme coding, affinity mapping, or predictive statistics.
4
Design study elements that captures behavioral and emotional data.
6
Socialize the findings robust visualization and impactful storytelling.
Curiosity
Connection
Creativity
Be curious about what connects users brains to their hearts.
Why are power customers leaving?
Who chooses to leave and who choose to stay?
What do we know about their needs and graduation patterns?
When in their journey do they decide to leave?
Where are they going?
1 Discovery
Curious about why power users leave and how to make them stay.
Why are power customers leaving?
Who chooses to leave and who choose to stay?
What do we know about their needs and graduation patterns?
When in their journey do they decide to leave?
Where are they going and why?
2 Research
Aligned on how to reduce churn among power customers.
Company Vision expanded from everyday people to power users.
Cross-XFN Stakeholders aligned goals and helped with analysis.
Research Team wanted to leverage new diary study software.
3 Create a Plan
removed for privacy
4-week break-up letter study with journey map interviews.
Break-up letter 90-second video describing why they left and what happened (n=51).
Journey Map of positive and negative experiences that drove decision to leave (n=10).
4 Design
Collaborated with team to analyze data on core needs and pain points
Break-up letter Reviewed all videos for features, core needs and key phrase.
Journey Map Theme coded interviews and affinity mapped digital journey maps.
5 Analyze
.
Experimented with short-form video in "break-up letter" study.
Delivered product strategy and in-depth analysis of tipping points.
Socialized with "TikTalk to Customer" series to emphasis pain points and Journey Map gif to show emotional reaction patterns.
6 Socialize
Dear Robinhood,
I thought you would be the key to changing my life...but, when I was struggling it felt like Robinhood cared more about the business.