Investigated landing page conversion trends in two markets and identified key contributors to success in the consideration phase of the user journey by conducting information architecture audits and unmoderated usability testing, driving a 5% increase in website conversions in low-performing

Defined customer segments alongside data science, marketing and financial SMEs to surface that poor user ratings and customer churn rates were directly related to a lack of onboarding support and unclear copy, informing standardization that drove a 12% retention increase 

Conducted an A/B test to analyze the impact of viewer shoutouts within the chat thread to engage lurkers during live streams, achieving a 94% increase in chat engagement amongst viewers and a 2% increase in watch retention beyond 5 minutes

Collaborated with data scientists to analyze live audience insights and identify notification cues that enhanced audience subscription rate, resulting in a 17% increase in conversions in 4 weeks

Increased average daily viewer engagement by 10.9% by launching two intuitively designed entry-points for the chat function within an immersive full-screen live experience, driven by a multi-pronged framework of viewer engagement priorities

Developed non-disruptive ad formats by synthesizing data from competing platforms, thereby reducing viewer drop rates during creator streams and driving a 13% increase in ad revenue YoY

Assessed creator interpretation of real-time data visualization in the Ads Manager dashboard for ad frequency management through full-cycle usability testing, leading to copy improvements that drove a 19% increase in feature adoption

Analyzed user interviews using thematic data analysis grounded theory and inductive coding to access differentials and inequitable access in computing, resulting in 3 ACM publications

Conducted ethnographic research to understand the impact of cultural perspectives on disability and technology use in social environments, resulting in the development of a digital tool promoting inclusive and accessible design 

Led a secondary research project to understand Near Field Communication (NFC) and it’s applications to an existing communication platform designed to serve deaf, hard-of-hearing, and hearing people, resulting in the optimization of automatic speech recognition 

Executed heuristic evaluation and usability testing to uncover friction points that contributed to poor onboarding and audience churn, resulting in the product manager’s prioritization of simplifying the user onboarding journey

Collaborated with product team to screen and recruit a unique body of early-career mechanical engineers with experience in cloud-based 3D CAD/CAM software for accurate feedback, which was then synthesized into a usability report with actionable findings