SUMMARY

UX Researcher with experience in big tech, employing multimodal, qualitative research methods to distill insights into actionable recommendations tailored to cross-functional teams.

With a decade of creative and marketing leadership in the medical, outdoor, and hospitality sectors, complemented by years as a documentary photographer, I bring a unique combination of brand sensibility with a remarkable ability to form fast, trusting connections. Recognized for my product, design, and engineering acumen, I adeptly drive innovation by integrating user insights with strategic business goals.

“Breadth of training predicts breadth of transfer.” -David Epstein

EXPERIENCE

GOOGLE via ANSWERLAB | USER EXPERIENCE RESEARCHER | FEB 2022– MAR 2024

Led research at Google as an embedded Qualitative Research Consultant, focusing on a workstream dedicated to users' subscribed-to email content, impacting over a billion users. Collaborated closely with cross-functional teams on foundational and visionary concepts, rich UI experiences, and user personalization. Developed deep user and product expertise, leading to two year-long contract renewals.

• Executed multi-phase research combining generative and evaluative methods requiring Wizard of Oz techniques and analyses of the current AI model to enhance personalized experiences and prioritize engineering recommendations. Outcomes directly informed new product development, feature optimizations, and user-centered roadmaps.

• Led a series of studies for Gmail’s first Rich UI feature, utilizing diverse methods including live user experiments with users’ log data. Achieved user-informed design changes, launch approval, and increase in user engagement.

• Planned and executed the first cross-product study, integrating user and merchant (Organic Marketers) feedback to refine and validate a multifaceted visionary concept.

STRATEGIST, DESIGNER & RESEARCHER | FREELANCE | CURRENT

CURIOSITY TANK | MAY 2021 - CURRENT

Provide research and teaching support to Curiosity Tank Research Consultancy and the "Ask Like a Pro" user research series.

• Research: Conduct rapid, user-centered B2C and B2B exploratory and evaluative research, delivering strategic and tactical insights that enhance clients’ decision-making and business performance.

• Teaching Assistant: Mentor 50+ students in foundational, generative, and evaluative research for clients across various industries—healthcare, manufacturing, publishing, and research. Develop and lead workshops focused on survey programming, coded note-taking, and advanced analytics, including AI applications.

EVP EYECARE | OCT 2020 - CURRENT

As a consultant to a private equity-owned multi-regional ophthalmology group, I spearheaded creative initiatives and digital strategies, including developing a design system, to improve user experiences and scale solutions for growth and acquisition.

•  Identified accessibility and usability issues through heuristic evaluation, Google Analytics, and Siteimprove reporting.

• Led the strategy, design, and evaluation of incremental UI and content changes to address usability and accessibility issues, aligning with the client's KPIs and budget constraints.

NATURAL RETREATS | OCT 2016 – MAY 2020

DIRECTOR OF CREATIVE SERVICES | JAN 2019 – MAY 2020

Strategically aligned creative output with revenue targets and business goals, optimizing team collaboration and efficiencies for a luxury vacation rental company in 16 US markets with 750+ accommodations.

• Led creative team of seven and managed external agencies and 20+ freelance creatives.

• Oversaw the design & direction of projects from concept to launch to increase quality lead volume by 21% across multiple portfolios.

• Co-led development, launch, and execution of national rebrand.

• Developed operational practices & brand standards for photography, resulting in a 38% increase in high-end product recruitment and contributing to a 15% increase in average nightly rate.

• Established national guest experience standards, harmonizing operational needs with branded guest journey touch points.

SR. MARKETING MANAGER | OCT 2016 – JAN 2019

Oversaw integrated marketing strategies for ten vacation rental, lodging, outfitter, and transportation operations. Managed team responsible for implementing the marketing mix for direct and channel partners, generating over $34 million in annual revenue.

• Monitored KPIs to adjust and optimize SEM, email, organic and paid social campaigns for a 21% average increase in traffic across all digital channels, growing direct web sales for the region by 18%.

• Established partner relationships with CVB, Chamber, and hospitality groups to attain tourism insights to adjust promotions and campaign targeting that drove a 34% increase in leads.

QUALITY BIKE PRODUCTS | APR 2014 – JUN 2016

SALSA CYCLES ACTIVATION MANAGER | MAY 2015 – JUN 2016

Responsible for brand activation in California and the Southwest. Marked increase in brand awareness, dealer engagement, and sales through innovative events, the cultivation of brand experts, and engaging social media content.

• Conceived, planned, and executed all aspects of marketing and educational events for the territory, with on average 3x growth in event attendance and consistent 30% increase in post-event sales.

• Led social media growth through impactful content creation: Instagram followership increased 220%–12k to 26.6k in 6 months.

ACCOUNT MANAGER | APR 2014 – APR 2015

Grew profitable sales across QBP’s distribution and brand business. Managed and supported business relationships with bicycle retailers in two distinct territories.

• Instrumental in stabilizing & strengthening significant partnerships in a high-profile territory ($10M) with 4% annual growth.

• Top performing territory in multiple categories: Overall QBP sales growth (14%), Model Year Goal (109%)

PHOTOGRAPHER | WWW.PEPELNJAK.COM | 2008 – 2012

Award-winning conceptual documentary photographer dedicated to long-term, immersive projects that explore the complexities of human nature and our relationships to each other and our environments.

CLINICAL EDUCATOR | CLINICAL EDUCATOR | | 2005 – 2007

Oversaw 20 premier west coast plastic surgery and dermatology clinics participating in an FDA study of a cutting-edge radio frequency-based medical device for a successful FDA approval.