UXR strategy

Embedding qualitative and quantitative customer insights across design and product team and decision-making

 

Context

Global B2B2C research product provider (~750K researchers, ~110K products, 130+ countries, ~20M sessions/year). As Head of User Experience, I led UXR strategy and operations across a global product organisation.

Challenge

Customer insight existed across qualitative feedback and behavioural data, but was fragmented and rarely combined, limiting its influence on product decisions—particularly across revenue-critical journeys.

Direction

Discovery was established as a strategic, evidence-led capability, guiding decisions by triangulating what customers did, what they said, and how outcomes changed.

UXR Strategy

  • Led global UXR strategy grounded in qualitative and quantitative insight

  • Built continuous feedback loops (interviews, surveys, sentiment, behavioural data)

  • Aligned product, design, and research roadmaps around evidence

Customer Journey Mapping

Mapped end-to-end journeys using behavioural metrics and customer sentiment to identify friction and opportunity.

Outcome: Structured insight strategy using a 200K+ feedback repository feeding product decisions.

Applied Impact

Insights directly informed global search and discovery improvements.

  • Search → PDP engagement: +30% (1.2 → 1.6 pages/session)

  • CSAT: 3.2 → 4.3 / 5

  • Reduced irrelevant product visits and replacements

Business Impact

Stronger confidence in product decisions

  • Reduced avoidable costs through improved relevance

  • Discovery embedded as a trusted input to product squads and strategy