Research Orientation
I approach qualitative research as an art, a science, and a responsibility -- as a means of investigation that requires simultaneous rigor, flexibility, creativity, and integrity. The through-line across my work isn't the domain or the platform. It's the problem type: complex systems, competing stakeholders, and users whose needs aren't always legible until you go looking.
I work at the intersection of rigorous qualitative inquiry and strategic product thinking. I don't just surface what users do -- I build evidence-based stories and frameworks that travel through organizations, inform roadmaps, and hold weight when the stakes are high, and the data is messy. I've shaped product directions that faced internal resistance, and I've learned that influence in complex organizations isn't about pushing hardest. It's about building the case carefully, staying in the room, and moving people through the quality of the evidence.
My methodological expertise spans in-depth interviews, ethnography (online and in-person), diary studies, concept testing, contextual inquiry, literature reviews, card sorts, task flows, and user journeys -- applied across generative, evaluative, and strategic research contexts, and increasingly within AI-assisted workflows built with deliberate quality controls and guardrails to maintain rigor at higher velocity.
What collaborators have said:
“Zoe is an exceptional UXR partner with a proven track record of driving successful product launches and material business impacts. Her ability to deeply understand product direction and connect it with user insights has helped our team improve our product thinking and even pivot our directions multiple times, enabling us to avoid unnecessary churn and speed up time-to-market. She consistently involves team members in her research processes and shares user insights in a timely manner to facilitate meaningful discussions and help the team move quickly.”
“Zoe is a fantastic UXR partner! During our collaborations, Zoe crafts thorough research plans that reach the essence of what the product team is looking to uncover, and she communicates her findings through captivating storytelling. Zoe is a true thought leader.”
“Zoe and I worked together for nearly two years on the Creator Fandom team, and her research insights were invaluable to me as a Content Designer. Because of her research and how she shared it with our team, I was able to rethink how we explain our products to users to ensure they had the understanding necessary to be inspired to adopt and best utilize our products. Zoe was always fun to collaborate with, and her research findings and share-outs were always like gold for my work. She was a dream cross-functional partner.”
“Zoë is one of the best I've ever worked with. She approached her work with rigor and detail and always pushed the team to have the bigger picture in mind. Her storytelling abilities were so key in helping our team better understand our users' perspectives and you could always count on Zoë for creative, clear, and actionable recommendations. Zoë is also such a great collaborator - super proactive and always willing to jump in and help.”
“Working with Zoë on the creator team was a true privilege. She brought dedication and enthusiasm to every task, making collaboration a true delight. She also excelled at tackling complex problems and offering innovative, user-centric solutions. Always ready to help with challenges or provide insights during concept testing, she ensured the success of the whole team.”
