Hi, I’m Jen.
UX researcher and strategist with a passion for designing impactful, human-centered experiences that enhance user well-being. Eager to work with teams that accelerate access, improve learning, empower professionals and simplify experiences.
This photo was AI generated using Adobe Express & Aragon.
research methods
user interviews
I have extensive experience leading user interviews and capturing key insights that connect product teams and senior leaders to those they design for. My work also includes synthesizing and presenting these user insights at high-stakes events, such as Board Strategy Day, State of the Company, and Six-Year Planning meetings.
One project involved conducting ethnographic research on the crypto landscape, focusing on real-world use cases such as remittance, high-yield savings, and investment strategies. This involved descriptive research identifying consumer and small business owner use cases with Crypto. I collaborated with other design strategists on customer recruitment (both domestic and international) and compensation. I was tasked with developing an interview guide and running user interviews with customers who use crypto for remittance, accept crypto as payment, and actively invest in cryptocurrency. My goal was to spotlight crypto use cases and the painpoint/customer problem crypto aimed to solve. I had to ensure the voice of the customer was crisp and shared at the right altitude for senior leaders.
The goal was to provide a clear understanding of emerging crypto trends and use cases in the space to help inform and shape Intuit’s future crypto services and offerings in our products.
I’ve conducted user interviews to surface insights from Gen Z consumers and small business owners about their money management behaviors, including how they earn money (e.g. multiple concurrent side hustles), thoughts about their credit score, how they pay taxes and the methods in which they gain financial advice through platforms like Discord, Instagram and YouTube.
I spotlighted small business owners, showcasing how they celebrate small wins (e.g. completing their first order) and addressing the key pain points they face in getting trusted financial advice (e.g. the feeling of anxiety dealing with tax complexities). This research work helped shape Gen Z brand messaging and also informed product vision for Intuit Assist features in TurboTax and CreditKarma.
The research amplified their financial journey and provided valuable customer insights into how GenZ seek trusted financial advice. The research also surfaced the unique challenges and successes of Gen Z small business owners and self employed groups. Their multiple side hustles created complex tax scenarios which helped shape the work of TurboTax and QuickBooks teams.
The research also helped galvanize product teams around the Why as we uncovered the personal (and transformational) stories of each Gen Z small business owner.
Photo is not my own work. Pictured is a Gen Z small business owner I recruited, compenated and interviewed for a user study. (e.g. how does Intuit deliver customer benefit for GenZ small business owners)
usability interviews
I collaborated with UX researchers across QuickBooks, TurboTax, and Mailchimp to produce Voice of the Customer reels for senior leadership, showcasing real user interactions with Gen AI tools. Worked closely with other researchers, conducting usability interviews on Figma - based prototypes of early designs, card sorting and to understand user expectations and preferences with early Gen AI designs. Our research explored how GenAI features created 'work done for you' benefits, focusing on simplifying task flows, ease of navigation, and user comprehension of Intuit Assist.
In TurboTax, I worked with other UX researchers to synthesize insights observed users as they filed their taxes, particularly Gen Z filers who prioritized a fast and straightforward process. I analyzed interactions with tools like Intuit Assist, probing with open-ended questions to assess satisfaction, expectations around AI support, and overall value delivered. Observing non-verbal cues such as facial expressions and body language allowed me to identify moments of frustration, confusion, and satisfaction, ensuring a comprehensive understanding of user experiences with Gen AI technology. I then had to re-frame these insights for senior leadership, presenting them at the right altitude.
Diary studies, Card Sorting and A/B Testing
As part of a project to immerse the research team in the customer experience, I participated in Intuit’s "Adopt a Small Business" program, where our team used diary studies to capture ongoing feedback from a small business owner learning to use QuickBooks. Each week, they documented their experiences, small wins and challenges, giving us insights and a glimpse into their journey with QuickBooks, as well as their learning experience with the application and how the learning and comfort level evolved over time.
I’ve worked with other UX researchers to synthesize insights from card sorting to understand which features in QuickBooks deliver the most benefit to small business owners, then working with product teams to synthesize these findings and identify high-priority features and insights to share back with senior leaders.
I’ve also worked on synthesizing insights from A/B testing in Mailchimp in the early stage production as teams were trying to identify which Intuit Assist experience was simple for small business owners to save time and generate new product campaigns. These methods help teams clarify user needs and prioritize design elements that align with user preferences and goals. My goal was to then work with UX researchers from those teams to then share back the most important insights with senior leaders to guide product vision and strategy.
design thinking | facilitator
I’ve designed and facilitated a variety of workshops and immersive experiences, ensuring the voice of the user and the customer are at the core of the process. I have experience leading hands-on sessions at Intuit for senior leadership as well co-leading workshops at Stanford d.School. My work includes teaching UX research methods and navigating ed tech founders and startups from idea to prototype.
Through these experiences, my focus has been on equipping senior leaders, K12 educators, and students with design and research tools to tackle ambiguous design challenges in their spaces.
design thinking | practitioner
SI College Prep -
Redesigning classrooms of the future (UX research with multiple stakeholders | leading user interviews and usability interviews)
In education, I applied these skills by conducting user interviews as part of a project to reimagine learning spaces. I facilitated co-design workshops to understand student needs and engaged multiple stakeholders, including students, teachers, parents, and industry experts. I started by identifying the right stakeholders, aligning on clear research goals, then working with stakeholders to create prototypes for the learning spaces as well as structured interview questions tailored to each stakeholder group. We were able to leverage insights to ensure learning spaces reflected diverse perspectives involved in the redesign process.
Stanford d.School - Discover Design Thinking (teaching UX research methodologies)
At Stanford, I had the opportunity to work with the talented crew of designers at the d.school to co- lead design thinking workshops teaching UX methodologies such as: empathy interviews, user journey mapping, structuring interview questions, selecting the right participants, documenting insights in an empathy map, and translating those insights into actionable "How Might We" statements. These sessions focused on helping participants go from “0 to 1”, from idea to prototype. They left with developing design thinking tools to gather meaningful insights about the people they were designing for and using those insights to help shape their early designs.
IDEO - Teachers Guild (UX research with teachers | leading usability interviews with teachers)
Was selected as a teachers guild ambassador for IDEO to re-imagine the traditional report card. This led to usability studies on the painpoints of traditional grading and creating a process for assessment that listened to the needs of teachers. Learn more.
what’s brewing
AI: Learning how to interact with LLaMA language model using Python
Currently working on an interactive micro-lesson that lets LLaMA newcomers explore the model and spark curiosity about AI's potential. I plan to run usability testing with beginner Python learners to assess the user (learner) experience in repl.it using deeplearning instruction.
Tools used: Python, LLaMA, Adobe Firefly and Articulate 360
Let’s connect
Location
Mountain View, CA
Email
jennifersantos650@gmail.com
LinkedIn
https://bit.ly/3Cb5eEZ