At ADP, I lead research strategy for Smart Compliance and MasterTax, translating complex tax and compliance workflows into product unification, personalization, and growth opportunities.
I established Smart Compliance's first research-backed segmentation in more than eight years through 14 in-depth interviews and a survey of 400+ users. The resulting four user profiles are integrated into Pendo for personalized messaging and upsell targeting.
Previously, I conducted mixed-methods research at IBM Cloud across enterprise onboarding and purchase journeys, helping improve trial-to-purchase conversion through interviews, usability testing, behavioral analytics, and executive-ready storytelling. At Facebook, I supported global diary studies across seven countries and contributed insights to digital well-being experiences including Your Time on Facebook and Quiet Mode.
My background also includes medical-device human factors at UserWise, where I designed usability studies, analyzed use errors, and authored FDA-ready reports. I enjoy mentoring early-career researchers and building research practices that help teams make confident, user-centered decisions.
