At the head of a 4 person team including User Researchers and Experience Designers, I spearheaded several initiatives focused on improving the experience of both merchants and customers interacting with Groupon. In addition to classic Usability tests and heuristic evaluations of upcoming features and designs, we conducted nationwide formative research to investigate shopping behaviors and trends.

One of the outcomes was a set of consumer and merchant personas that became a valuable tool to focus design work on actual users’ needs. We also worked closely with stakeholders across the company to bridge the process gaps identified by our research.