CURRENT
Researcher at DoorDash | 2023 - Now0-1 research on new use cases for food ordering & delivery.
Curatorial Researcher at first person plural | 2023 - Now
Interdisciplinary salon gatherings convene artists, writers, scientists, and thinkers to spark curiosity, conversation, and connection. Conduct research to curate catalytic participants and themes.
PREVIOUS
Senior User Researcher at Realtor.com | 2021 - 2023User Researcher at K12.com | 2020 - 2021
UX Architect at Ogilvy Consulting | 2013 - 2018
User Experience Design at Autodesk | 2013
EDUCATION
MFA Transdiscplinary DesignParsons School of Design | 2018 - 2020
Trained in design-led, participatory research methods. Integrated social science theories and methodologies in design practice.
SKILLS
Qualitative research: IDIs, Participant Obervations, Focus GroupQuantitative research: Survey, Concept Testing, MaxDiff, Conjoint, Data Viz
UX Research: Usability Testing, Card Sorting, Tree Testing
UX Design: Journey Map, Persona, Information Architecture, Participatory Design, Workshop Facilitation
Featured Case Studies
Uncovering New User Segment with Design Workshop
Through this design research, we identified concurrent home buyers and sellers as an emerging user segment with distinct needs compared to single transaction users, shedding light on the complexities of navigating both processes simultaneously.
Through this design research, we identified concurrent home buyers and sellers as an emerging user segment with distinct needs compared to single transaction users, shedding light on the complexities of navigating both processes simultaneously.
design workshop
persona
user journey
Simplify and Priortize Product Backlog with Conjoint Survey
To prioritize improvements for Realtor.com's critical listing page experience, we conducted a conjoint study surveying buyers on experience profiles. This quantified potential value to systematically evaluate numerous design ideas explored. The research clarified highest-impact enhancements amidst cluttered backlogs, aligning efforts on key listing page upgrades for buyers.
To prioritize improvements for Realtor.com's critical listing page experience, we conducted a conjoint study surveying buyers on experience profiles. This quantified potential value to systematically evaluate numerous design ideas explored. The research clarified highest-impact enhancements amidst cluttered backlogs, aligning efforts on key listing page upgrades for buyers.
pioritization
conjoint survey
Fine-tune Problem-Solution Fit with Mixed-Method Research
To better address home owner needs, we undertook a multi-phase research and design process for an early product concept of a home owner dashboard. Our goal was to surface key user problems, explore potential solutions, and arrive at a concrete product concept that directly influenced the roadmap.
To better address home owner needs, we undertook a multi-phase research and design process for an early product concept of a home owner dashboard. Our goal was to surface key user problems, explore potential solutions, and arrive at a concrete product concept that directly influenced the roadmap.
problem-solution fit
maxdiff
concept testing
For inquiry, please reach me at phhonam@gmail.com