Mubnii Morshed, UX Research Leader
UX Research · Mixed Methods · Research Strategy · Research Leadership
I'm a research leader with 13+ years across fintech, healthcare, SaaS, and consulting, much of it in systems people can't opt out of. I've worked as a Staff researcher, built and led research teams, and helped organizations use research to make high-stakes product and strategy decisions.
I'm driven by curiosity about what people actually need when stakes are high. My training in community healthcare and cross-cultural fieldwork taught me to see people in their full context: their circumstances, their lived experience, the pressures pulling on the choice in front of them. That context changes what I ask, what I notice, and what I recommend.
- 13+ yearsResearch
- 2 → 11Research practice built in 13 months
- 6 functionsUsing one JTBD framework at Wealthsimple
- Company KPIHelped establish Ease of Use at Dropbox
How I work
Start with people's context
My early research was in community health, where someone's circumstances were often as important as what they told me in an interview. I still work that way. I want to understand what is happening around a decision, not just what someone says about it.
As a research lead, I serve three audiences at once: the people the work is about, the team that acts on it, and the leaders who decide whether it continues. My job is to give all three something they can act on, and keep acting on after I hand it off.
Develop shared language
I know research has landed when I hear teams using its language without me in the room. So I build shared language: the terms and frames that let strategists, designers, and users describe the same thing the same way.
Storytelling is part of how I get there. A good story puts the humanity back into the data and gives teams language they can use in briefs, product conversations, and decisions.
Understand why the question is being asked
Before I start a study, I want to understand why someone is asking the question in the first place. Why this scope, why this deliverable, why now? Underneath there's usually an organizational dynamic, or someone anxious about a decision they're about to own.
Once I understand that context, I can connect the research to the decision someone is actually trying to make.
What people I've worked with say
Mubnii built our research practice from the ground up. She grew the team from 2 to 11 and built the systems that made that growth possible: intake processes, leveling frameworks, critique structures, all the scaffolding that let new researchers move quickly without quality suffering. She had a clear sense of just enough infrastructure, not over-built, not under-built. Years later that practice is still running, and office hours slots are booked solid.
I always enjoy the collaboration with Mubnii. Her openness for discussions, her proactiveness, her inquisitive mind, and her easy manners make her enjoyable to work with. I also learned so much from her assertive and dependable leadership style. Projects such as the distribution personas have proved valuable to the bank's product design, client value proposition, and communication strategies.
Working with Mubnii has always been seamless and enjoyable. She surfaces the right questions and nuances, and dives into design ideation together as a team. Mubnii also makes an effort to learn various design tools when working with designers, making the collaboration smoother. She makes design research approachable with a strong foundation for design concepts to take flight.