Hello

My Story

My journey into UX research started with one simple question: “Why do people do what they do?”
That curiosity turned into a career built around understanding behavior, uncovering motivations, and turning insights into impact.

Over the past decade, I’ve had the privilege of working across industries and teams — from scrappy startups validating early ideas to enterprise organizations scaling global experiences. I’ve led generative and evaluative research that shaped product strategy, guided design decisions, and helped teams see their users in a new light.

For me, UX research has never been just about usability tests or reports. It’s about connecting human stories to business outcomes — helping teams move from assumptions to evidence and from data to empathy. I love building research programs that not only deliver insights but also empower others to ask better questions and make more informed decisions.

Today, I focus on helping organizations grow their research maturity, mentor emerging researchers, and champion the role of UX research as a catalyst for innovation, trust, and measurable ROI.

Because at the end of the day, great products aren’t just designed — they’re understood.