Accountable for UX research on Meta's 'Advantage+' product portfolio for advertisers, that leverages advanced Machine Learning and Artificial Intelligence models to deliver performant ads.

Ensuring our portfolio meets advertiser needs despite increased levels of automation and reliance on advanced ads ranking & delivery models.

Responsible for research that supports critical decisions for products through which tens of billions of annual Meta revenue flow.

Worked on core & ML-powered ad products, with a focus on targeting/audiences as mixed methods UXR.

As UXR lead, I support my team’s UXRs to align our Understand roadmaps, coach them to lead roadmapping for their pods, and mentor them to manage stakeholders and drive projects forward.

My research informed the Advantage Custom Audience product development, helping achieve 25%+ adoption and significant incremental annual revenue.

Ran a mix of qual and quant studies on product-market fit / value proposition for product Advantage+ Audience.

Organised on my own a ‘Fixathon’ event so that mutliple teams could address smaller UX issues / bugs within 5 days and reduce advertiser friction, unblocking $800K annual revenue.

Authored the content for Delivery Camp learning module for audience targeting.

Managed external vendor running interviews in Brazil and Argentina.

Received ‘Exceeds Expectations’ performance rating twice in a row.

Ran 3 projects:

1.) Inform Refinitiv’s online historical financial transaction platform’s migration & redesign. Increased usability and learnability of writing complicated search queries for new users, while maintaining familiarity for existing users.

2.) Discovery work to support Refinitiv Data Platform introduce self-servicing workflows & improve API find flows.

3.) Ran survey with Customer Satisfaction Managers to understand how supported they feel in their work.

Director and Principal Consultant at agency allaboard UX.

We help organisations re-think growth through conceptualising and designing world-class digital experiences.

Helped the retail division of a global oil and energy company to identify opportunities to improve the customer experience across multiple touchpoints (a large service design 'Omnichannel' programme) and then designed improvements for the app and website.

1.) Worked closely with the main stakeholders to run remote sessions and workshops to identify experience improvement opportunities and mobilise teams.

2.) Afterwards I ran 2 projects under the Omnichannel programme umbrella as a UX design lead.

a.) Redesigned the app to make the loyalty scheme more user-centric and easier to understand by simplifying the onboarding journey, and increase adoption for ‘Pay at the pump’ feature.

b.) Redesigned the loyalty experience on the mobile website, testing and refining designs through research in Poland and the Philippines.