- Leads discovery activities to understand users, define audience segments, and map end-to-end customer journeys that inform product strategy.
- Conducts qualitative and quantitative research (interviews, usability sessions, behavioral studies) to surface user needs, pain points, and opportunity areas.
- Translates research findings into actionable artifacts such as personas, journey maps, workflow diagrams, and experience recommendations.
- Evaluates existing digital products—especially B2B applications—to identify UX gaps, workflow friction, and optimization opportunities.
- Applies Human-Computer Interaction (HCI) principles to ensure intuitive interaction patterns and user-centred design decisions.
- Leverages analytics and research tools (e.g., GA4, Hotjar, insight platforms) to validate assumptions, detect behavioral patterns, and support data-driven decisions.
- Uses collaborative design tools (Figma, Miro, etc.) to prototype concepts, facilitate workshops, and guide cross-functional teams through ideation and solutioning.
- Communicates research insights, concepts, and design rationale clearly to stakeholders to ensure shared alignment across discovery and delivery phases.
- Partners with marketing/brand teams to incorporate visual identity and brand expression into user experiences.
- Synthesizes complex data into clear experience frameworks, demonstrating creativity, strong organization, and attention to detail while staying current with UX industry practices.
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