• Led the redesign of PlayMatters’ website Research & Resources, improving navigation and shipping mobile-responsive components, resulting in a 30% increase in engagement across regions.

• Co-led PlayMatters content design and remote co-design and testing, turning IRC team feedback into plain-language, step-by-step materials and visuals that increased adoption 10%.

• Conducted contextual inquiry, co-creation workshops, and in-depth interviews with community stakeholders, surfacing needs and emotional moments and translating findings into personas, journey map, and opportunity areas.

• Synthesised interviews and observations with thematic coding/affinity mapping, producing personas and an opportunity map and delivering evidence-backed public-space design recommendations.

• Ran heuristic usability reviews and behaviour analytics to refine e-commerce IA, navigation, and search, improving product findability and lifting engagement 25%.

• Conducted market and user research with the Marketing team; identified consumer trends and shaped product strategy, yielding 20% increase in seasonal sales and boosting brand engagement by 30%.