Methodology

In-depth user interviews to gather insights and preferences.

Key Insights

• Gamification: Users enjoyed the gamified approach to earning rewards.
• Design Clarity: Simplified and visualized methods improved point-earning understanding.

Impact

The insights informed a user-friendly and engaging loyalty app, fostering customer satisfaction and retention.

Methodology

In-depth UX interviews and shadowing to identify pain points.

Key Insights

• Functionality Overload: The app had too many unnecessary features.
• Messaging Overlap: Coexisting apps hindered engagement.
• Global Usability: Features needed better positioning to resonate with non-Chinese users.

Impact

The research streamlined the app’s functionality, making it more inclusive and promoting cohesive communication across the company.

Methodology

UX research and in-depth interviews to uncover user experiences.

Key Insights

• Profile Creation & Expectations: Users mimic dating app profiles, seeking a connection with potential flatmates.
• Diversity & Compatibility: Users value cultural exchange but seek compatibility in household preferences.
• Gender Dynamics: Women prefer female housemates due to lingering stereotypes about cleanliness.

Impact

The findings highlight how young people navigate London’s challenging housing market, informing ways to improve SpareRoom’s user experience.

Methods

Ethnographic research including interviews and participant observation in an AI lab setting.

Key Insights

• Time: Balancing embedding ethics into AI and addressing existential risks.
• Space: Environmental impacts of LLMs and resource disparities, especially in the Global South.
• Data: Addressing bias to ensure fairness rooted in social justice values.

Impact

The research offers critical insights into responsible AI development and contributes to debates on ethical, sustainable technology.

Strategy

• Communication in Japanese to resonate with local audiences.
• Leveraging existing relationships between Latin artists and Japan to create authentic engagement.

Approach

The account blends Latin and Japanese cultural elements in its branding and content, akin to culinary fusions that bridge cultural divides.

Impact

KOKO LATINO serves as a platform promoting Latin music while fostering cultural appreciation and collaboration. It creates a space where audiences from both regions can celebrate and explore cross-cultural creativity.

Strategy

• Sustained content strategy for platforms like Twitter and TikTok.
• Combining informative content with humorous, relatable memes.
• Crafting a distinct voice reflecting Argentinean humor and personality.

Approach

Content was designed as though “an Argentinean friend” was introducing their country to a foreigner, emphasizing charm and cultural uniqueness in an engaging tone.

Impact

This strategy positioned Visit Argentina as relatable and approachable, enhancing engagement with younger audiences while showcasing Argentina’s vibrant culture and personality.

Approach

• Episodes adopt decolonial, feminist, and inclusive perspectives.
• Features key musicians as windows into the cultural landscapes behind the music.

My Role

• Researching historical and cultural contexts.
• Assisting with scriptwriting for compelling storytelling.
• Developing marketing strategies to secure funding and grow the audience.

Impact

The podcast deepens understanding of global music cultures, amplifying diverse voices, and fostering appreciation for cross-cultural influences.

Key Insights

• Discovery & Platforms: Word of mouth, YouTube, and Instagram Reels were key discovery tools.
• Identity: Latin music connects with culture and inclusivity, appealing to both Latin and non-Latin audiences, including LGBTQ+ communities.
• Lack of Spaces: A gap exists in dedicated spaces for Latin music enjoyment in the UK.

Impact

Insights informed tailored campaigns, identified potential partnerships, and leveraged data to estimate market size for Latin music in the UK.