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My Journey into

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User Research

My path into user research began during my time as a market researcher, where I first developed a strong appreciation for the power of insights grounded in real human behaviour. While I enjoyed the analytical side of market research, I found myself craving a role that was not only intellectually stimulating but also allowed me to apply my natural curiosity in a more dynamic, creative, and impact-driven environment. That’s when I discovered user research—and I’ve never looked back.

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Open notebook, smartphone, and eyeglasses on a desk for business planning.
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about me

Driven by a passion for understanding people and improving their experiences, I transitioned into UX research and have since played a foundational role in shaping research practices across multiple organisations. I initiated and embedded the UX research process in three companies, introducing structured approaches to gathering and synthesising user insights that informed product and service design.

In four different organisations, I also led the development of research operations from the ground up—including establishing end-to-end research workflows, organising and facilitating cross-functional workshops, and setting up ethics boards to ensure responsible and inclusive research practices. These experiences honed my ability to build research maturity in teams with varying levels of UX knowledge, and to advocate for user needs in environments where research was not previously prioritised.

User research, to me, is more than just a role—it’s how I bring clarity to complexity, amplify the voices of users, and help create meaningful, human-centred solutions.

Core Skills
  • Research & Data Analysis: Qualitative & Quantitative Research, Competitor Analysis, Surveys, Usability Testing, Big Data Analysis.
  • UX Methods & Techniques: Interviews, Focus Groups, A/B Testing, Card Sorting, Tree Testing, User Personas.
  • Stakeholder Engagement: UX Buy-in Strategies, Cross-functional Team Collaboration, Design Sprints, Executive Reporting.
  • Digital Service Expertise: Government Digital Service (GDS), Accessibility, Inclusive Design, Continuous User Feedback.
Research Approach
  • Mixed Methods Research
    • Interviews & Focus Groups: In-depth user discussions to understand behavior and needs.
    • Big Data Analysis: Leveraging data-driven insights to support UX decisions.
    • Usability Testing: One-on-one and remote user testing sessions to optimize designs.
    • Competitor Analysis: Benchmarking user experiences against industry standards.
    • Surveys: Collecting structured user feedback for iterative improvements.
    • Card Sorting & Tree Testing: Evaluating information architecture for intuitive navigation.
    • User Personas: Creating personas based on real user data to guide design.
Work Experience

Lead User Researcher – Indeed Flex (2022–Present)

  • Led research strategy for UK and USA markets to enhance web and mobile platforms.
  • Designed and executed B2B and B2C research, delivering actionable insights.
  • Developed research frameworks to standardize processes across global teams.
  • Advocated for accessibility and inclusivity in product development.

Senior Associate – Kainos (2020–2022)

  • Delivered research for NHS Covid-19 Test & Trace App, Department for Transport, DEFRA, and Crown Prosecution Service.
  • Led GDS-compliant research, ensuring accessibility and usability.

User Research Consultant – Microsoft (2020)

  • Defined research methodologies for Microsoft products, optimizing UX strategy.
  • Conducted A/B testing, usability studies, and competitive research.

Head of User Research – Secret Escapes (2018–2019)

  • Established in-house research sessions for London and Poland teams.
  • Introduced Top Tasks Study, refining UX through competitor benchmarking.

Research Consultant – Capermint Technologies (2017–2018)

  • Conducted heuristic evaluations, usability testing, and user interviews.
  • Utilized social media insights for data-driven UX improvements.

Government Digital Service (GDS) Experience

  • Led research for NHS, DEFRA, DWP, and CPS to align with GDS standards.
  • Successfully completed GDS Alpha and Beta assessments for multiple projects.
  • Advocated for inclusive digital services to improve public sector platforms.
Certifications
  • Interaction Design Foundation (IDF):
    • Human-Computer Interaction (HCI)
    • UX Design from Scratch
    • User Research: Methods & Best Practices
  • Researchers Who Teach (2015)
  • Nigerian Institute of Management (2011)
  • Graphitec Studios – 3D Animation (2010)
Clients & Collaborations
  • Government: NHS, Department for Transport, DWP, DEFRA, Crown Prosecution Service.
  • Tech & Private Sector: Microsoft, Indeed Flex, Secret Escapes, TalkTalk, Nestlé, Capermint Technologies.
Portfolio Projects
  • Indeed Flex UX Research (2022–Present): Improved job-seeker experience through data-driven research.
  • NHS Covid-19 Test & Trace (2020–2021): Enhanced accessibility and usability of healthcare services.
  • GDS-Compliant Research for UK Government: Ensured public services met high usability and accessibility standards.
  • Microsoft User Testing: Led user research for key productivity tools.
Education

🎓 Ph.D. in Social Robotics – Sheffield Hallam University (2023)
🎓 BSc Computer & Information Science – Lead City University (2009)

Certifications

📜 Interaction Design Foundation: UX Research, HCI, Usability Testing
📜 Researchers Who Teach Certificate – IDF (2015)

Tools & Methodologies

✅ UX Research Tools: UserZoom, Optimal Workshop, Lookback, Hotjar, Maze
✅ Testing Methods: Usability Testing (remote & in-person), A/B Testing, Card Sorting
✅ Data & Analytics: Google Analytics, SQL for UX research, Heatmaps

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