Moving organizations from assumptions to evidence-based clarity.
For the last decade, I’ve been embedding research into organizations and getting teams the high-fidelity insights they need to make better decisions.
I’ve worked with…
Research doesn’t enable products; it enables people.
I’m Edward, when the path forward feels uncertain, stagnant, or just uninspiring, my research provides the direction and purpose teams need to move with clarity.
Case Study
Restoring Metric Integrity & Emotional Context to the Meeting Join Flow
A meeting-join funnel analysis showed a specific step in the flow was the biggest contributor to drop-off. Leadership handed down directives to fix it within the year. The product team, now under pressure, began to panic and was preparing to dive headfirst into an aggressive “fix the number” strategy; including an expensive design overhaul and elimination of key steps in the flow. But they didn’t understand why users were dropping off, nor what the numbers were really telling us.
Leadership was operating on a product metric that mischaracterized healthy user-behavior as “failures” (and vice versa) and they didn’t know it.
My work:
Uncovered the root-cause of this drop-off behavior
Re-defined the OKR
Re-shaped
Identified what adding value would really mean for users
Case Study
The Future of Work at Best Buy
During my time at Best Buy, I worked as a Research and Strategy lead for the Employee Experience, which created the tools and service models for about 90,000 storefront employees: sales associates, warehouse staff, and Geek Squad agents.
My mission was to improve and optimize their workflows. This case study focuses on a large-scale, platform consolidation of a fragmented ecosystem with over 10 different digital tools alongside an exploratory new operating and staffing model.
Case Study
Creating New Demand for Bolt Ride-hailing
I was the sole researcher for Bolt’s most business-critical vertical: ride-hailing. Operating within a high-velocity, low-margin, global mobility ecosystem and two-sided marketplace, my scope covered a roadmap for millions of users across diverse international markets. I lead research that bridged the gap between digital interface, the real-world operational service quality, and our customer’s lives.
“The shortest distance between two people is a story.”
— Patti Digh
Data informs but stories move teams.
As a trained storyteller, I bring the voice of your user to the center of the process.
As a trained theatre artist, I bring the voice of your user to the center of the process. Narratives shape reality and comprehension far more effectively than static data points. The fastest and longest-lasting way to communicate the complexities of life and people (users) is through a narrative that sticks.
Most stakeholders can’t recall specific metrics from a report, sometimes even moments after a meeting ends, but they never forget a well-framed story. I use narrative frameworks to make my research durable, ensuring the user’s reality remains the North Star long after the research or project has ended. When we weave evidence into stories, we start focusing on the right problems.
I’ve spent my career enmeshing research into global companies with large-scale product ecosystems;
translating user insights into down-to-earth narratives that spread throughout organizations.
Professional References
“Ed is an excellent communicator helping the business see a complete picture in order to address major breakdowns in the customer journey. He is smart, dependable and does not hesitate to go the extra mile.”
Aishwarya Pesala
Senior UX Designer, Thomson Reuters
“Ed is one of the most creative, out-of-box thinkers I know and brought much inspiration to our team. He carries with him a contagious positive energy that knit our team together.”
Esther Jeong
Senior UX Design Researcher, 3M
“He brought so much to the table on both our research & strategy team and broader business & design team. Ed has a distinct point of view paired with an open mind. He will listen to you fully, but then surprise you with connecting dots that you had never considered yourself.”
Miranda Lapour
Senior UX Strategist & Designer, 3M
“Ed’s strategy and research work is creative, collaborative, and thorough.
Creative - I could also always count on Ed to spark a new idea. He’s the person to call if you need inspiration when designing a research study.
Collaborative - Ed consistently did his due diligence to get everyone onboard. I was very impressed by his cross-functional collaboration. He went above and beyond with clear communication.
Thorough - Ed was extremely thorough in research preparation and communicating results. Ask him to walk you through a findings deck and you will see what I mean. Ed’s background in education is apparent as he coaches stakeholders through the design process.”
Jalen Even
Lead Product Researcher, 3M
“Ed is one of those people who you instantly feel comfortable around and who makes you feel like you're the most important person he's ever talked to. He is so kind, understanding, and full of radiant energy.”
Robin Savela
Lead Design Researcher, Thomson Reuters