Case Studies
Ordered by scope and complexity rather than by date. Each study leads with what changed as a result of it.
Ask about my research
Answers come only from the case studies and articles on this site — nothing invented.
How I embedded behavioral research into sprint decisions, and what I found that no dashboard could surface, across a 3M+ user e-commerce platform
Beyond A/B Testing: Building a Real-Time Research Engine for a Live Platform Redesign
A six-month, mixed-methods research programme run alongside a live full-platform migration: a seven-stage continuous cycle that fed funnel data, heatmaps and usability sessions straight into bi-weekly product decisions.
Read the study- Role
- UX Researcher & Experimentation Manager — sole researcher and de facto research program lead
- Duration
- 6 months
- Methods
- Mixed methods, Funnel analysis, Hotjar heatmaps & recordings, Usability testing (36 participants), Surveys (5,000+ responses), Continuous metric optimisation
What 1,500 users across three countries revealed about why ‘more privacy controls’ is the wrong answer
Architecting Trust and Engagement in a Multinational Social Network
An 11-week parallel mixed-methods programme across Canada, the Netherlands and Italy that mapped the cultural architecture of trust and reframed the MVP from “more controls” to “better defaults”.
Read the study- Role
- Senior UX Researcher — full research lifecycle, protocol design, cross-cultural fieldwork coordination, synthesis and delivery
- Duration
- Together, 2024–2025 · 11 weeks
- Methods
- Semi-structured interviews (39 total), Large-scale survey (1,500+ respondents), Trust-scenario usability tests, Privacy mental model mapping, Competitive & cultural analysis
How identifying 4 trust failures reduced call center contacts by 31% and increased checkout conversion by 19%
Building Trust in High-Stakes Hybrid Services: The iToll Vehicle Handover Story
A trust-focused research programme on a hybrid digital–physical service: users had to hand a high-value car to a stranger. Call center intercepts, heatmaps and a heuristic audit produced a three-layer handover model.
Read the study- Role
- UX Researcher — led the research direction end to end, from intercepts to the trust framework
- Duration
- iToll, Mar 2021 — Feb 2022
- Methods
- Call center intercepts (35 users), Session recordings & heatmaps, Heuristic evaluation, Behavioral audit, Literature review, Concept testing
How a pre-launch ethics foundation kept a conversational AI a self-help companion, not a therapist
Designing a “Step Zero” for Responsible AI in a Mental Health App
A pre-launch, no-users research foundation for a conversational mental health AI: expert walkthroughs of scripted dialogs, simulated user perspectives, an ethical language checklist, and a conversation contract designed into the product.
Read the study- Role
- UX Researcher — framed the ethical design problem and built the pre-launch research foundation
- Duration
- Time-boxed contract project, 2026
- Methods
- Expert walkthroughs of scripted conversations, Simulated user perspectives (through experts), Literature & responsible-AI guidance review, Public discourse scan (X/Twitter, Reddit), Ethical language checklist
A privacy-first HCI study in which methodological restraint was part of the research quality
Researching Trauma-Informed Social Media Without Compromising Participant Safety
A concise academic case study on conducting trauma-informed social-media research through interviews and a bilingual survey while minimising participant exposure and retaining no identifying data.
Read the study- Role
- HCI Researcher — study design, data collection, thematic analysis and concept development
- Duration
- 2026
- Methods
- Bilingual survey, Semi-structured interviews, Iterative thematic analysis, Low-fidelity prototyping, Expert walkthroughs