Case
studies
Four featured deep-dives across LinkedIn and Eventbrite, plus a research archive spanning Airbnb and earlier LinkedIn work.
Four deep dives.
Passcode required · contact for access · all outcome figures gated
Premium Duo, Phase 1
De-risking a paired-subscription launch with targeted qualitative research running in parallel with a 15-week live experiment.
- Role
- Lead UXR · 1 of 2 researchers on Premium acquisition
- Method
- 8 generative interviews, parallel to a 15-week test
- Timeline
- Dec 2024 → Mar 2025 · 15 weeks
How qualitative signal de-risked a multi-million-dollar launch decision when the experiment alone couldn't say why members were buying.
Premium Explore, Five-Pillar Framework
Translating six years of institutional research and fresh member voice into a strategic frame the design exploration team could build against.
- Role
- Lead UXR · Premium App Explore
- Method
- Historical synthesis + participatory design + co-creation workshops + HMW facilitation
- Timeline
- Apr → Jun 2025 · 10 weeks
How a five-pillar synthesis became the foundation for a design exploration sprint and ended up cited verbatim in Premium FY26 OKRs.
Premium Acquisition Survey
A two-population model for the 50% bounce problem, combining behavioral cohort analysis with qualitative recruitment from a 30,000-member enriched cohort.
- Role
- Lead UXR · UAM Acquisition
- Method
- Trino cohort enrichment + qualitative interviews + behavioral analysis
- Timeline
- Dec 2025 → present
How completers and skippers turned out to be two populations, and what a dual-path intent survey would mean for the funnel.
Pricing & Packaging, Eventbrite
An eight-month strategic research program that informed Eventbrite's shift to a tiered subscription model for creators, from packaging-strategy development through 2.1 and 2.2 rollout.
- Role
- Principal UXR · Pricing & Packaging program lead
- Method
- Mixed-methods: qual + behavioral analytics + moderated and unmoderated user testing
- Timeline
- Nov 2022 → Nov 2023 · 12 months
How a recognition-vs-recall cognitive-load framing reshaped where pricing showed up in a new creator's first session.
From the archive.
Contact for access to full source material
Long-term Daily Active Use (DAU)
Mixed-methods study (RPIA + qualitative) that reframed how Premium thought about daily-active behavior, informing Build 2.0 feed personalization and email notification strategy.
Testability: The Human Element
Qualitative IDI study across Airbnb's four primary code repositories surfacing how developer testing culture, build-time friction, and tooling gaps shape what gets tested and what doesn't.