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These projects illustrate the impact of applying behavioral economics to user research, especially in contexts where human behavior deviates from rational models. Each project applies evidence-based methodologies—considering cognitive biases, decision-making patterns, and psychological barriers—to solve complex user experience challenges. Working backwards from defined objectives, I employ specialized techniques including indirect behavioral questioning and cultural sensitivity frameworks, particularly when researching underrepresented populations. This collection spans user testing, data analysis, policy research, and optimization strategies, showcasing the depth and breadth of research capabilities that drive meaningful product improvements and strategic decisions.
These projects illustrate the impact of applying behavioral economics to user research, especially in contexts where human behavior deviates from rational models. Each project applies evidence-based methodologies—considering cognitive biases, decision-making patterns, and psychological barriers—to solve complex user experience challenges. Working backwards from defined objectives, I employ specialized techniques including indirect behavioral questioning and cultural sensitivity frameworks, particularly when researching underrepresented populations. This collection spans user testing, data analysis, policy research, and optimization strategies, showcasing the depth and breadth of research capabilities that drive meaningful product improvements and strategic decisions.
— YourPeer: User-Centered Research for Vulnerable Youth —
— YourPeer: User-Centered Research for Vulnerable Youth —
Digital Ad Performance: Connecting Youth to Vital Resources
Digital Ad Performance: Connecting Youth to Vital Resources
This case study showcases an in-depth analysis of a Google Ads campaign for YourPeer.nyc, a critical mobile-first web application developed by the non-profit Streetlives.nyc. Utilizing data from Google Ads, GA4, and Looker Studio, the analysis identified significant improvements in ad efficiency and a 25% increase in conversions for the target 18-24 age group from Q4 2024 to Q1 2025. This project leverages advanced data visualization in Tableau to effectively address data limitations. Its insights highlight actionable strategies to optimize digital performance and enhance resource connection for unhoused youth.
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YourPeer MVP (v1) User Testing Results FULL.pdfYourPeer MVP User Testing: Comprehensive UX Research with Vulnerable Youth
YourPeer MVP User Testing: Comprehensive UX Research with Vulnerable Youth
End-to-end UX research study evaluating YourPeer's minimum viable product (MVP) with 11 youth participants who have experienced homelessness. Led complete research process including methodology design, participant recruitment from vulnerable populations, one-on-one mobile testing sessions, and comprehensive synthesis of findings into actionable product priorities.
Research addressed critical usability questions around service discovery, information architecture, accessibility needs, and privacy concerns for users experiencing housing instability. Study methodology required adapting traditional neutral research approaches to build trust with participants, demonstrating expertise in working with difficult-to-reach populations.
Key findings resulted in 10 prioritized improvement categories including enhanced accessibility features, streamlined information presentation, refined UI/UX design, and expanded privacy measures. Research identified high baseline usability while uncovering specific enhancement opportunities, directly informing product development roadmap and technical specifications for future iterations.
Feedback Beta Study Summarized Synthesis Notes.pdfYourPeer Feedback Feature: User Testing Research & Synthesis
YourPeer Feedback Feature: User Testing Research & Synthesis
Comprehensive UX research study evaluating the feedback feature for YourPeer's review system serving vulnerable youth populations. Led end-to-end research process including session design, participant recruitment from two social service providers (SCO and Ali Forney Center), moderation of user testing sessions, and synthesis of findings into actionable recommendations.
Research addressed critical UX questions around rating systems (stars vs. emojis), anonymity preferences, comment functionality, and visual design elements. Key findings informed 12 prioritized recommendations including implementing login requirements, replacing upvote/downvote with "helpful" buttons, adding color-coded backgrounds based on ratings, and enabling semi-anonymous usernames.
Study demonstrated expertise in working with difficult-to-reach populations while balancing user needs for anonymity with accountability. Research methodology included qualitative feedback collection, behavioral observation, and systematic synthesis resulting in clear product development priorities and enhanced user experience for underrepresented communities.
— Midtown Radio & Records Website Optimization —
— Midtown Radio & Records Website Optimization —
MRR Analytics Presentation_red.pdfUX Research Analysis: Keystroke-Level Modeling for E-commerce Optimization
UX Research Analysis: Keystroke-Level Modeling for E-commerce Optimization
Comprehensive UX research study applying Keystroke-Level Modeling (KLM) methodology to evaluate and improve e-commerce user experience for Midtown Radio & Records. Research compared MVP against final iteration, measuring mental preparation time, scrolling behavior, and click-path efficiency across the purchase funnel.
Key findings revealed that increased mental preparation time in the final design correlated with enhanced user engagement and measurable sales improvement. The study demonstrated how cooler color schemes (blue/black vs. red/yellow/pink) influenced cognitive processing speed, resulting in more deliberate user behavior and improved conversion rates.
Research methodology included controlled testing with qualitative feedback collection, leading to actionable UX recommendations that contributed to a 9% increase in monthly digital sales. This analysis provided the data-driven foundation for partner and designer Daimen Carter's implementation of the optimized user interface.
— Policy Research & Impact Assessment —
— Policy Research & Impact Assessment —
CBDTPPH_8-29-2022w_cover and CC.movMTA/FHWA Policy Testimony: Congestion Pricing Impact Analysis
MTA/FHWA Policy Testimony: Congestion Pricing Impact Analysis
Expert testimony delivered to MTA and FHWA hearing on Central Business District tolling implementation. Presentation draws from comparative policy analysis and reference class forecasting methodologies to identify potential unintended consequences including business impact, residential displacement effects, and traffic redistribution patterns.
Research-based findings presented in professional capacity demonstrate application of analytical frameworks to complex urban policy challenges. Testimony showcases ability to synthesize large-scale project data into actionable policy insights for regulatory decision-making.
I Was Wrong About NYC Congestion Pricing—But Was I Right About Anything?
I Was Wrong About NYC Congestion Pricing—But Was I Right About Anything?
Six months after testifying against Manhattan's controversial toll program, new data reveals surprising outcomes that challenge initial predictions from all sides. An independent analysis of what actually happened when politics, policy, and federal interference collided in America's largest experiment in urban traffic management. Read my post-mortem analysis here.
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