Product and UX Research Case Studies
Below you can find case studies that span from Product Discovery Research to Concept Evaluation and System Usability Benchmarking.
ServiceNow Field Service
Foundational Exploratory Research
Influenced executive-level roadmaps and short-term and long-term strategies by leading cross-functional partnerships, conducting foundational studies, and uncovering product opportunities, ultimately resulting in a significant FSM Portfolio expansion, and increased adoption.
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“To expand our portfolio, we believe we should focus on the "planner" persona. But we don't have clarity on who FSM Planners are and what scope of responsibilities do they have.
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Sr. Director, FSM Product Management @ ServiceNow
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IBM Cloud For Financial Services
Foundational Research
Helping stakeholders of a mission critical strategy (FSCloud) gain insight into the type of users and/or use cases that IBM needs to serve in order to plan for and execute on relevant value propositions and capture the legacy Financial Services Cloud market.
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“Who are we building FSCloud for and how do development teams in Financial Institutions operate today?”
Director, IBM Cloud Product Design
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Program Director, Cloud Portfolio Product Management
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IBM Cloud Security and Compliance Mixed Method Strategic Research
Helping product management, engineering and design stakeholders gain insight into the type of users and usecases that Security and Compliance Center needs to serve in order to determine design and architecture direction as well as product roadmap prioritization.
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“We know that we need to redefine the architecture and we have some ideas, but we can’t agree on a direction. What end to end UX makes sense to the users?”
Product Owner - IBM Cloud Security Services
“We have 1 chance to get this right. We need to understand who we are designing this for, and what do they expect from this tool?”
Distinguished Engineer, IBM Cloud Platform Security Architect
IBM Cloud Access Governance concept testing
Helping development and design leads test the performance of proposed concepts and uncover opportunities for enhancement
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“Does this concept make sense to our users? Do they find it useful?"
Development Manager, IBM Cloud Security Services
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“Can users successfully and confidently complete the tasks? Is the UX intuitive?”
Design Manager, IBM Cloud
IBM Research Challenges Portal
Helping IBM research internal portfolio management tool (Challenges Portal) define and prioritize their 2019 roadmap.
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“What do users come to CP for? What do they think of the tool so far? and what should I focus on in 2019?”
Product Manager - IBM Research - Emerging Technology Experiences
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“What’s Challenges portal NPS now and what are some opportunities for improvements?”
VP, Emerging Technology Engineering - IBM Research
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Waymo Teen Early Rider Program
Mixed methods longitudinal exploratory study of teenage riders
Shaped Waymo's early strategy for meeting the mobility needs of teenagers and ultimately launching the "Waymo Teen" subscription program that would let teens hail WaymoOne solo and send pickup and drop-off alerts to their parents.
Research insights shed light on critical concerns around tailored user experience, parental controls, Trust & Safety, and specialized customer service solutions.
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“18-20-year-olds make take the majority of paid rides of Waymo's beta program (open to18+). Is there a strong use cases for 16+ teens that can position Waymo as teens top mobility choice instead of car ownership?”
Waymo Head of Product​
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Waymo Paid rider Churn & Retention behavior trends
Helping Product managers understand why some Waymo users are churning and why some others don't​
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​"What are some of the reasons users of the free Waymo service have churned and why others kept riding? and what are some of the ways we can resurrect churned users?"
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Director of Product Management
Snehal Ghag
Staff Product Designer - ServiceNow
Maral is an excellent collaborator, but what sets her apart is the empathy that drives her work. She makes a conscious effort to educate others on the importance of being empathetic towards our users, ultimately aiding in designing and developing products tailored to our users' specific needs. Maral is approachable, open to new ideas, and has an unparalleled ability to think outside the box. Maral embraces challenges, no matter how complex, and always finds a solution, even when juggling multiple initiatives simultaneously.
Eli Robinson
Lead UX Researcher -Waymo
Maral is wonderful. Highly organized and thorough, adaptable and dynamic, I've relied on her countless times to execute both collaborative and independent research projects. She is a generous, funny, and relaxing teammate who's routinely 3 steps ahead of everyone.​
Layla Sabourian Chief Marketing Officer - NeduAI
Maral is one of those rare individuals that comes along only once every few years; she is highly intelligent inquisitive, motivated, and creative. Maral has just the right combination of assertiveness and respect to make her a joy to work with. She takes directions very well, but she is not timid about questioning experimental details or rationale. This is a researcher that I plan to develop many future products with.
Sandra Nava
Program Director - IBM Cloud Platform
Your relentless effort to get the right experience for our new platform services was a game changer for us.
Thank you for pushing us and getting to a better strategy and experience than when we first started. I appreciated your feedback, your candor, and your do-it-right attitude!