by ZL
GitHub was an adventure! I knew relatively nothing about the developer tools space, outside of having used GitHub extensively in a previous role. When I joined, GitHub had no existing qualitative research practice, so the job was to spin one up. I got super lucky and a few months in, an acquisition brought in several talented researchers to the team, as well as making Cindy Alvarez my boss. I was also able to hire a few researchers as well. A […]
Categories: Design Thinking
by ZL
Simple was an experiment in banking. Could a bank not be evil? I got to wear lots of hats at Simple as it transitioned from startup to bonafide offering. Unfortunately, the experiment didn’t last and in 2021, Simple’s parent bank announced they would be shutting it down. Some highlights: Built our first customer personas, along with an awesome board game to go with them, by combining quantitative analysis of user behavior with diary studies + interviews (I gave a talk […]
Categories: Design Thinking
by ZL
Client adidas Project Scope I was hired to supply one of adidas’ social media agencies with on-the-ground information about consumers of the second-largest footwear brand in China, specifically youth in Tier 2+3 cities. Our methods included desk research prior to the trip, in-depth interviews with people in their homes, and multiple intercept interviews in shopping areas and malls. We set out to answer: 1. What is a day-in-the-life of our consumer in China? 2. What is competing for our consumer’s […]
Categories: Design Thinking
by ZL
Client Ziba/Procter & Gamble Project Scope I was hired as a consultant in Ziba’s Consumer Insights and Trends group to work on a consumer experience project for Procter & Gamble. The project involved sorting through large amounts of quantitative consumer data, conducting in-person interviews, and synthesizing the information into a singular consumer experience journey. Role Research Analyst
Categories: Design Thinking
by ZL
Client University of Oregon Project Scope In 2007 the University of Oregon received approval from the state legislature to begin a new BFA program in Product Design. The school had also signed a lease on a new space in Portland, Oregon’s historic Old Town to be renovated into studios and classrooms. I was hired by the Dean of the School of Architecture and Allied Arts to develop a program that included identity, publicity, recruitment and curriculum development for the new […]
Categories: Design Thinking
by ZL
Client Hispanics in Philanthropy Project Scope Hispanics in Philanthropy is a grantmaking organization based in San Francisco that seeks to foster policy change to enhance equity and inclusiveness. HIP approached us to help them clarify their mission, vision, and values. They wanted to understand how they were currently being seen by their internal and external constituents, and what steps they could take to clarify their mission and goals. We conducted interviews with HIP associates in 4 cities: San Francisco, Miami, […]
Categories: Design Thinking
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