Discovery & Rapid MVP Development

Defined user needs and personas that informed a user-centered digital strategy, aligning product and brand decisions with real user expectations.

As Lead User Researcher, collaborated closely with branding, UX, and strategy teams to define user personas and journeys that shaped digital strategy. Focused on creating actionable deliverables, including personas and user journeys, that informed branding and product decisions. This work laid a strong foundation for a user-centered digital strategy, aligning business goals with actual user expectations to enhance brand engagement.

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