Hi, I’m Abi

I make things easy to use.

With about 3 years in the user experience field, my focus is on helping improve the UX of Fin-Tech and sustainability products. I’ve worked at Oracle, for Cisco and tech startups as UX Designer / Researcher.

Having studied business, design, and anthropology, I’m well-placed to make products work better. Beyond work, I also do some improv! My superpower is bringing improv's creative energy into impactful, strategy workshops.

Some of my research work

A strategic case study to find ‘Product-Market fit’

Concept testing, In-depth Interviews, Ideation workshops

An evaluative case study on meme-making apps leading to 25% retention rate rise

Usability testing, ideation workshop

A B2B study to understand user sentiment leading to internal project prioritisation

Usability testing, User Interviews, surveys

Impact

When at Oracle as a UX Researcher, I conducted a workshop on ‘cognitive accessibility’ to the EMEA (Europe, Middle East and Asia) team of PMs and UXers, after which I asked to work with Sr. Directors and Sr. Researchers to assess accessibility for the new ERP release.
When at a meme-making startup, I held a strategy-to-action workshop at the end of usability testing, which led to infusing gamification led experiences and flows from ‘Octalysis’. We saw a 25% increase in retention rate.
In my MSc. Anthropology and professional practice, I did my dissertation at Ipsos, London on "How to translate a research insights to meet business needs?” and was awarded a distinction for the same.