Mubnii Morshed

Selected Case Studies

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Case studies

Case Study 01

Wealthsimple App Unification

Built the JTBD framework and investor archetypes six functions used during Wealthsimple's product unification. The research also gave Product the evidence to leave Cash out of version one.

What this case shows Staff-level influence · Foundational research · Mixed methods · Product strategy
Company Wealthsimple Role Staff UX Researcher
December 2019 – April 2022 Password Case Study 02

Research Practice Architecture

Grew a two-person embedded research team into an 11-person standalone practice in 13 months, while building the systems needed to support the team as it scaled.

What this case shows Research leadership · Practice building · People management · Research operations
Company Athlon Studio (now Multiplayer Studio) Role Director of Research
August 2023 – September 2024 Password Case Study 03

AI-Assisted Research, With Human Review

Used AI for transcription, tagging, and clustering across agency and in-house research, with source-data review before synthesis and recommendation decisions.

What this case shows AI-assisted research · Research quality · Mixed methods · Human-in-the-loop systems
Company Across agency and in-house research Role Research Lead
2023–2025 Password

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