After six years at Shopify helping entrepreneurs build and grow their businesses, I joined Instagram to help improve the engine that millions of small businesses use to tell their story, reach customers and grow.

Instagram's business products were growing quickly, particularly advertising and tooling for small businesses. Leading research in Instagram for Business, my work brought cross-functional partners across research, analytics, design, and product management together to identify and align on the biggest investment opportunities aligned with organizational and user value.

This work translated evidence into product opportunities and compelling business cases for Instagram to build and launch in its pursuit of better tooling for its fastest growing audience.

Role

Principal User Researcher and Technical Lead

Impact

• Developed and led complex blended research programs combining qualitative research, quantitative data, and product analytics to prioritize opportunities for Instagram’s fastest growing revenue drivers (Instagram first advertisers).

• Identified priority opportunities for Instagram for Desktop, using research and analytics to understand emerging behaviours and functionality to deliver greater user value and ad spend resulting in high-confidence product roadmaps.

• Led consultant relationship in managing ongoing ‘Rolling Research’ program supporting usability and concept testing for Instagram for Business.