Selected Case Studies
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Case studies
Wealthsimple App Unification
Created a JTBD framework and 4 investor archetypes that became universal language across 6 functions during a 3-product unification. Tailored workshops, co-created project briefs, and lunch-and-learns turned the framework into a shared vocabulary.
Research Practice Architecture
Built a research practice from 2 to 11 in 13 months. Intake, methods library, leveling, rituals, and office hours that let designers and PMs run lighter discovery on their own.
Human-in-the-Loop (HITL) Research, Operationalized
A human-in-the-loop protocol applied across 3 engagements. AI accelerated the routine and the at-scale (transcription, tagging, clustering, retrieval). I led the synthesis, the so-what, and the recommendation language.
In practice
The approach underneath all three studies: I build with people, act on the finding, and grow the team as I go.
I build with people. Users shape the answer in co-creation workshops; designers, engineers, data scientists, and product managers help me turn it into a living deliverable, not a deck: a persona set carrying the participant's own recorded voice, a framework a team writes into its briefs and reorganizes around. It stays in use long after the readout, because the people who use it helped build it.
I turn findings into decisions a team can defend. The format adapts to the team, from a one-day session to a multi-week sprint. The real goal is the same, changing the unit of decision. I integrate the finding into the project brief, reprioritize the roadmap against it, hand a team the language to reorganize around. A finding only counts once a team makes the next decision through it.
When I mentor, I do it inside the study, next to the researcher, on a live project. I've grown a 2-person team into 11 and raised a studio's research literacy so designers and PMs could run their own discovery. I work a problem alongside someone, then hand it back so they can run the next one without me.