As the first User Researcher at Secret Escapes, I laid the foundation for user-centered design by introducing research processes and tools. I initiated discovery research to understand traveler needs and behaviors, helping shape the direction of early product features. Collaborating with product and design, I turned insights into actionable improvements for the booking and browsing experience. I also set up lightweight testing frameworks to validate ideas quickly. My work established a user-first mindset across teams from the ground up.
As the first User Researcher at Peak Labs, I built the user research function from the ground up to support the development of the brain training app. I created a single source of truth by connecting insights across product, design, customer service, and marketing, ensuring decisions were grounded in real user needs. I ran foundational research to map user journeys and uncover motivations behind daily training habits. These insights helped shape content strategy, onboarding flows, and engagement features. My work laid the foundation for a cross-functional, insight-driven culture that continues to inform product growth.
As one of the Senior User Researchers on the NHS COVID-19 Test and Trace programme, I led research into the end-to-end experience of drive-through testing and appointment booking. I worked closely with service designers, policy teams, and local authorities to ensure the testing process was accessible, intuitive, and safe under high-pressure conditions. My research uncovered key pain points around digital access, appointment availability, and on-site navigation, leading to improvements in booking flows and clearer user guidance. I also ran rapid usability testing to iterate on prototypes in real time. This work helped shape a critical national service used by millions during the pandemic.
As a Market Researcher at Lovefilm (now Amazon Prime Video), I led research into user ordering habits to inform the shift from physical DVD rentals to on-demand streaming. I conducted surveys, interviews, and behavioral analysis to understand how, when, and why users chose certain films and formats. My insights revealed key patterns around binge-watching, genre preferences, and delivery timing that shaped content strategy and service evolution. This research directly influenced user retention features and helped define Lovefilm’s competitive positioning as it transitioned into Amazon’s streaming ecosystem.
As the Lead User Researcher at Indeed Flex, I led research efforts to uncover the motivations, behaviors, and pain points of users seeking temporary gig work across the UK and USA. I conducted in-depth interviews, diary studies, and usability testing to understand what drives Flexers—from the need for flexible hours to frustrations around shift availability, onboarding, and pay transparency. My work identified key differences between regional markets, helping product and design teams tailor features like instant booking, shift filtering, and account verification. I also collaborated with marketing and operations to ensure messaging and support aligned with real user needs. These insights directly shaped product strategy and improved engagement across both markets.
As a User Research Consultant at Microsoft, I focused on improving the To Do feature by exploring how users manage daily tasks across personal and professional contexts. Through interviews, usability testing, and usage analytics, I identified key needs around task prioritization, cross-device syncing, and calendar integration. I collaborated closely with design and engineering teams to iterate on features like “My Day” and shared lists, ensuring they aligned with real user workflows. My insights supported the development of a more intuitive and motivating task experience, helping users stay organized and focused. This work contributed to increased adoption and user satisfaction across global markets.