All my Strategic Impact in one Story
When a tech migration triggered mass churn and an identity crisis, I led a bold, research-driven turnaround. From regaining customer trust to redefining Doodle’s core audience, this case study shows how UX can transform chaos into clarity and spark real business growth.
Fixing the Leaky Bucket: How UX Research Slashed Churn at Doodle
When a redesign tanked engagement, I led a strategic research intervention that turned insights into action. Through mixed-methods research, we pinpointed activation friction, shipped usability-driven fixes, and doubled long-term user retention, proving that good UX is good business.
Repositioning Doodle for Growth and Acquisition
Doodle was stuck trying to serve everyone, and resonating with no one. Through a phased UX research strategy, I helped define a clear target market, uncover core user jobs, and co-create a brand voice that clicked. The result? Strategic clarity, new revenue streams, and a product that finally knew who it was for.
Designing with Purpose: How JTBD Unlocked Strategy, Focus, and Innovation at Doodle
This foundational research project used Jobs To Be Done to reveal the 3 core jobs of Doodle’s entrepreneurial users, shaping a new product vision grounded in their real goals. I led a phased study that clarified who we serve, what they need, and how to grow with them. The result? Clear roadmap priorities, sharper positioning, and company-wide strategic alignment.
Turning Insights into a Go-To-Market Strategy
In just 6 weeks, I partnered with Product Marketing to craft and test Doodle’s new brand positioning. Leveraging previous research, we built four brand pillars and three testable statements, aligning product and marketing through shared language and data. The result? Real user resonance, cross-functional traction, and a Go-To-Market strategy rooted in what people actually care about.
Automating Thematic Analysis: My Custom AI Research Assistant
To streamline support feedback analysis, I built a secure internal tool using Gemini to automate thematic synthesis, complete with root causes, user quotes, business opportunities, and UX recommendations. This AI-powered “Gem” freed up hours of manual work, letting me focus on strategic insight and iteration.