Selected Research
Six projects that mattered.
A selection across games and e-commerce, from building a research function to advanced quant, qual depth, and inclusive design. Each opens to a fuller story.
Building the Player Research Function
How I turned ad-hoc research requests into a system: intake tied to decisions, a live roadmap, and an AI-queryable insights repository.
Research went from reactive and disposable to a function that product teams now use.
What Drives Players to Stick
Merge Mansion had high awareness but low retention. I set out to find what actually moves players to keep playing, and where we stood against competitors.
Became the evidence base for the brand refresh and a gameplay priority.
Beyond the Numbers: Why Players Churn
Analytics showed churn rising but couldn't say why. I triangulated game data, community feedback, and a churn survey to find out why. Each one filled a gap the others couldn't.
Reframed churn into a segmented, actionable picture, and a reusable lifecycle framework.
Beauty Portraits: From Interviews to Customer Value
Grounding a survey in interviews, I built customer segments and attached real market share and profitability to each, so the business could see which to build for first.
The Beauty team adopted the segmentation; fed into Zalando's beauty planning.
Black-Owned & Focused Brands
Evidencing whether Black-owned and Black-focused brands were missing from the platform, for whom, and in which categories plus the awareness gap underneath.
Presented to category buyers; informed Zalando's commitment to onboard 70+ Black-owned brands.
The Japan Audience Study
Nine deep interviews with Japanese players, listening closely enough to build a persona framework, including a culturally specific way of playing the team hadn't named.
Created the six Player Portraits now used across later studies.