Projects
Evidence is useful when it changes what happens next.
Selected research across fintech, media and marketplaces, showing how I challenged assumptions, investigated user needs and helped teams make more informed product decisions.
Trustly · Mixed methods
Clarifying the bank handoff
The team wanted to improve a critical moment in the payment journey, where customers leave Trustly to authenticate with their bank. I challenged the initial focus on finding the right wording and investigated what customers needed to understand to feel safe continuing. Combining interviews across five markets with a US/UK stated-preference study, I identified how the screen needed to communicate the action, purpose and next step. The findings informed a broader design direction taken into production testing, moving the decision beyond a single label.
Trustly · Concept evaluation
When visual style became a question of legitimacy
Trustly needed a consistent visual language across markets to guide its new global design system. I turned a debate about visual preference into a comparative concept evaluation, investigating what made payment interfaces feel legitimate, trustworthy and ready to use. The findings established shared criteria around legitimacy, readiness and control, helping Design move beyond subjective preferences and informing the direction of Trustly’s new global design system.
Globo · Behavioral segmentation
What five segments could not explain
The team planned to turn five behavioral engagement segments into personas to guide g1 personalization. I challenged that assumption through qualitative interviews, revealing different needs and motivations within the same segments. Instead of building personas on incomplete behavioral explanations, the findings redirected the work toward enriching the segmentation with candidate variables for Data Science, helping the team develop a stronger foundation for personalization decisions.
iFood · Qualitative exploratory research
A choice good enough to order
The team needed to better understand how customers chose restaurants and meals, beyond relying on ratings as an explanation. Through exploratory interviews, I identified five decision-making heuristics showing how appetite, time, effort, money and uncertainty shaped food choices. The findings became a framework for identifying concrete product opportunities, from making discounts and value-for-money options easier to spot to highlighting restaurant ratings, popular dishes and social proof that could help customers choose with greater confidence.
Trustly · ResearchOps & AI-enabled research
Making research judgment operational
Research teams need reliable ways to reuse existing knowledge and conduct new studies without rebuilding processes and tools each time. I developed an AI-assisted research system combining standardized taxonomies, traceable evidence and structured analysis workflows, alongside a reusable system for designing, launching and analyzing surveys from scratch. These initiatives established foundations for more consistent and reusable research, supporting product teams with better-organized evidence while keeping interpretation and verification under researcher control.