Research Portfolio
With a focus on defining user personas and pinpointing target markets, I've helped clients unlock revenue growth and achieve product-market fit. Explore examples of my work where strategic insights and data-driven decisions transformed products into market leaders, from repositioning platforms for scale to creating tailored solutions that resonate with users and fuel long-term growth.
SMB Product Market Fit
2014 - 2016
At Splash, I led the transformation of the platform from a designer-focused tool to an intuitive event management solution tailored to SMBs. Through rigorous user research, I developed personas centered on event planners and their teams, identified the specific needs and key pain points throughout their user journeys, and simplified the overall user experience.
With this deep understanding, we introduced new pricing packages aligned with SMB budgets and implemented a go-to-market strategy centered on design, data, and scale. This repositioning successfully drove ~100% YoY revenue growth for three consecutive years, establishing Splash as a leader in the SMB event planning market.
Shift from SMB to Enterprise
2020-2021
Despite consistent ~100% YoY revenue growth, Splash reached a point where it needed to improve its margins in order to effectively scale into the enterprise space.
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To unlock that type of scale, we led a series of research, product development, and pricing & packaging initiatives:
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Distinct user persona definitions
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Translation of user personas into role-based permissions and self-serve team administration
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Automated Brand & Template Library
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Through these initiatives, we were able to drive a 90% improvement in onboarding efficiency and 51% improvement in net margins.
Expansion to Company-Wide
2022-2023
At Guru, I led a research initiative to redefine buyer personas, focusing on expanding beyond customer-facing teams. By conducting in-depth interviews and data analysis, I identified new personas within departments with company-wide influence, such as HR, IT, and Operations. This research informed a new positioning strategy that expanded Guru from a leader in the wiki space into intranets and enterprise search. These efforts significantly boosted both revenue and retention by making Guru essential across the entire organization.
Initial Pricing & Packaging
2024
Worked with KL Event Services founder to define initial product offering, pricing, and package options.
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After extensive user research and experimentation, successfully generated 22% month over month revenue growth through adjustments in pricing & packaging combined with streamlined operational processes.
