During my time at NAB as a Senior UX Designer, I had the opportunity to support a Principal Researcher in conducting strategic and foundational research. Project goals were to; better understand our customer groups and what motivated them to seek help. Build a fuller picture of different sub-sets of customers and their calling behaviours.

Working with key stakeholders from the domain program to align UX goals with the broader business objectives and strategies.

We conducted a variety of research methods, including interviews, surveys, and user testing, to gain insights into the behaviours, needs, and preferences of our customers. Through this research, we identified key segments and developed a deeper understanding of what drove their help-seeking behaviour