- UX Researcher
- Product Insights
- Toronto
I study how people make decisions.
Mixed-methods research across e-commerce, education, gaming and AI — turning behavioural evidence into product direction teams can act on.
- Interviews
- Surveys
- Usability
- Analytics
- Behaviour
- Experimentation
- Synthesis
SelectedWork
04 Projects / Research archive
- 01Open
Myntra
Product Analytics · E-commerce
A behavioral analysis of pricing, discounting, category dynamics, and brand concentration on a leading fashion platform.
- Catalogue analysis
- Segmentation
- Competitive review
Budget ≠ low engagement.
- 02Open
Gen AI + Education
Secondary Research · Education
Secondary research on how GenAI reshapes learning, cognition, and teaching — and what responsible integration requires.
- Literature review
- Thematic synthesis
- Policy framing
Adoption moved faster than guidance.
- 03Open
MPL
Mixed Methods · Mobile Gaming
A skill-gaming platform with strong acquisition and weak retention. Research-led redesign turned early churn into long-term engagement.
- Interviews
- Usability testing
- Behavioural analytics
Finding the game was part of the game.
- 04Open
FIT//ME
AI + Trust · Fashion E-commerce
Can AI make online fashion feel less like a gamble? Triangulated evidence on fit confidence, trust, privacy, and purchase decisions.
- Desk research
- Literature review
- Concept evaluation
Seeing yourself ≠ trusting the result.
The through-line
Research isn't a deliverable. It's the reason a team stops arguing and starts deciding.
How I think
Business questions → evidence → direction
the middle step is where most teams skip aheadMethods
- Diary studies
- In-depth interviews
- Usability testing
- Survey research
- Data analysis
- Contextual inquiry
- Card sorting
- A/B experiment design
Stakeholders
- Product
- Design
- Merchandising
- Marketing
- Commercial strategy
- Executive leadership
Decisions influenced
- Roadmap prioritization
- Platform positioning
- Pricing strategy
- Feature scoping
- Segment targeting