Case Studies
All case studies
A Product People Liked Still Felt “Not for Me”
16,000+users, up from fewer than 20
- What changed
- The founders added employer and union channels alongside direct-to-consumer, and started re-engagement emails for trial users who never converted.
- My role
- Solo researcher and strategist for the founders, from study design and recruiting through sessions, behavioral analytics, and recommendations
- Timeline
- About 3.5 months: 6 weeks of research through the January readout, then advisory through March
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An Unexplained Score Made People Doubt the Advice
$50K–$65Kin engineering costs avoided
- What changed
- A 6-person usability test, run before anything was built, showed that leading with the score undermined the advice that followed. The team rebuilt the flow around specific recommendations and moved the score to a secondary, explained role.
- My role
- Solo researcher and strategist, from study design through recommendations
- Timeline
- About 2 weeks
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The AI Platform Became a Victim of Its Own Success
- What changed
- A redesigned navigation, content model, and clickable prototype for a 100,000+ user AI and analytics platform. DoD paused development in June 2024 to fix infrastructure, as recommended, and the $15B recompete centered on a modular architecture.
- My role
- Lead researcher and platform strategist on a cross-functional team
- Timeline
- About 14 months
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“Pending” Looked Like Lost Money
- What changed
- The client relabeled its transaction states and reordered onboarding after an audit found 17 friction points, most of them in how pending transactions read. Compliance approval went from 6–8 weeks to 3–5, and the roadmap projected a 22% lift in 90-day retention and about half as many support tickets.
- My role
- Research lead and strategic advisor
- Timeline
- 6 weeks: 1 of discovery, 2 of research, 1 of synthesis, 2 of readout and implementation support
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Redefining What “Working IT” Means Across the Air Force
- What changed
- Five personas and a set of Experience Level Agreements went into the requirements for a $5.7B contract. Vendors are held to whether people can do their jobs, as well as to uptime.
- My role
- Research lead and advisor to Air Force program leadership
- Timeline
- About 15 months
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Building a Research Panel Regulated Clients Could Trust
~1,000participant panel, built from zero
- What changed
- A proprietary panel of ~1,000 opted-in participants replaced third-party vendors for pharma and banking studies. External recruitment spend went to $0, and each study’s recruitment took 2+ weeks less.
- My role
- Researcher and panel architect
- Timeline
- About a year
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