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Zhengyu Gui

@zhengyugui

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Senior UX researcher driving product decisions with human-centered insight.

United States

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What I'm looking for

I seek product-focused roles where I can lead research end-to-end, influence strategy, and collaborate cross-functionally to turn insights into measurable product impact.

I am a senior UX researcher with deep experience running generative and evaluative studies across consumer and B2B products, driving measurable product improvements and growth. I have led research programs that scaled experimentation, automated content quality processes, and informed product strategy for large platforms.

At Roku I established longitudinal UX measurement, integrated AI for quality control, and optimized enterprise experimentation to enable tens of thousands of tests across millions of accounts. I also led research for unified B2B portals and partner tooling, translating user needs into prioritized product requirements.

I bring a strong JTBD practice, quantitative and qualitative methods, and cross-functional collaboration to deliver actionable insights—consistently converting research into features, improved onboarding, and higher engagement for users and partners.

Experience

Work history, roles, and key accomplishments

Current

Freelance UX Research Consultant

Current

Confidential Client

Apr 2024 - Present (1 year 9 months)

Conducted JTBD-driven research to define user segments and core shopping jobs for an AI assistant on an e-commerce platform, using opportunity scoring and testing to prioritize features and translate findings into user stories and product requirements.

User Research JTBD User Product Requirements User Segmentation Usability Testing

Sr. UX Researcher

Roku Inc.

Apr 2022 - Nov 2023 (1 year 7 months)

Led generative and evaluative research to scale content QA and UX measurement for The Roku Channel, integrated AI for automated content quality control, and optimized onboarding and experimentation workflows to enable up to 10K active A/B tests across 100M accounts.

Generative AI Evaluative Research Integration A B Testing Information Architecture Qualitative Research

UX Specialist

Churui Electronics

Jan 2021 - Mar 2022 (1 year 2 months)

Performed heuristic evaluations and usability testing of server interfaces, identified usability issues, and collaborated with engineers and product managers to implement recommendations that streamlined server management workflows.

Prototyping User Testing Usability Testing Interfaces Cross Functional Collaboration

UX Researcher

New Era Group

Oct 2016 - Oct 2020 (4 years)

Led research for Canfinder, driving product and branding strategy that increased user acquisition 175% and redesigned a business-user feature that boosted engagement 25%; conducted market and ethnographic research to inform a retail system that secured initial demo signups.

Usability Testing User Segmentation Market Research Prototyping

UX Researcher

Versa Group

Apr 2014 - Dec 2015 (1 year 8 months)

Defined user tasks, stories, and mental models through generative and evaluative research and translated requirements into UX deliverables that guided intuitive design solutions.

Evaluative Research Task Analysis Requirements Gathering Mental Models

Education

Degrees, certifications, and relevant coursework

University of Washington

Master of Science, Information Management

Grade: GPA: 3.82 / 4.00

Master of Science in Information Management with a strong academic record (GPA 3.82/4.00), focusing on information management principles and research methods.

Fort Hays State University

Bachelor of Business Administration, Computer Information Systems

Grade: GPA: 3.75 / 4.00

Bachelor of Business Administration in Computer Information Systems with a strong academic record (GPA 3.75/4.00), emphasizing information systems and business applications.