Case Studies

Research-led.
Strategy-driven.
Shipped.

Strategy without execution is just a theory. Here's how I've turned research and insight into products that move people—and metrics.

Fresh Tracks Canada
UX ResearchModerated InterviewsMarket StrategyInternship

Fresh Tracks Canada

Understanding the Australian traveller for a premium tour operator

Led exploratory research to understand how Australian travellers think about Canada as a vacation destination—uncovering motivations, barriers, and decision criteria so FTC can improve how it markets, sells, and supports this high-priority international audience.

Strategic Contributions

Research Strategy & Design

Defined the research goals, methodology, and participant criteria for a moderated interview study targeting Australian long-haul travellers aligned with FTC's audience profile.

Insight Synthesis & Journey Mapping

Synthesized interview findings into a customer journey summary spanning awareness, consideration, inquiry, and booking—surfacing audience-specific gaps at each stage.

Strategic Recommendations

Delivered prioritized recommendations for FTC's marketing, sales, and lifecycle teams, including messaging guidance, content strategy, and funnel improvements for the Australian market.

Research deck and strategic recommendations informing FTC's FY27 Australian market growth plan
UX ResearchModerated InterviewsJourney MappingFigma
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Solace
D3 Runner-Up0 to 1 DesignCross-functional TeamWellness & Mental Health

Solace

A gamified wellness app for iron workers

Led a 7-person team through research, design, and full-stack development. Designed for a demographic that rarely engages with wellness tools—building trust and habit through gamification and AI-personalized routines.

Strategic Contributions

UX Strategy & Leadership

Led a cross-functional team through research, design, and delivery—defining the product vision and aligning stakeholders to a shared outcome.

Research & Insight Synthesis

Conducted in-depth interviews with iron workers to surface latent needs; synthesized findings into a strategy that shaped core product features.

End-to-End Product Execution

Translated strategy into a shipped product—delivering gamified wellness features that earned D3 runner-up recognition.

2nd place at BCIT D3 Annual Showcase
FigmaExpoReactNext.jsOpenAI
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Creekside Coffee Factory
SEO & Growth StrategyContent DesignLocal BusinessCommunity Reach

Creekside Coffee Factory

A community-first website for a local roaster

Translated a strong in-person brand to a digital experience built for discovery and loyalty. Applied an SEO-first approach to improve local search visibility and grow community reach.

Strategic Contributions

UX & Content Strategy

Developed a content and information architecture strategy focused on community connection—prioritizing the moments that matter most to local customers.

SEO & Growth Strategy

Built and optimized a WordPress site with an SEO-first approach, improving local discoverability and expanding the roaster's digital presence.

Live at creeksidecoffeefactory.com — improved local discoverability
WordPressSEO
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