Circ / Consumer mobility

Building UX research at Circ.

Building the UX research function and connecting customer needs, behaviour and trust with product priorities.

My roleHead of UX Research

PeriodAugust 2019 – January 2020

ScopeBerlin · Consumer mobility

01 / The problem

Understanding problems across the customer journey.

During rapid consumer-mobility growth, teams needed a repeatable way to understand friction across onboarding, booking, payment, support and repeat use. Individual complaints mattered, but so did the recurring patterns behind them.

02 / My contribution

Build a research function that delivery teams can use.

As Head of UX Research, I established the research function and connected customer evidence with Product, Design and Marketing priorities. The work combined user interviews, usability testing, behavioural analysis and synthesis to guide product discussions.

WorkstreamEvidence / focusDecision / contribution

Journey understandingFeedback and usability evidence across onboarding, booking, payment and support.Examine connected journeys rather than treating every complaint as an isolated screen issue.

Behavioural patternsNeeds, context, trust and repeated usage.Develop behavioural profiles and prioritised themes that help teams understand customer needs.

Research practiceA fast-moving product organisation with recurring questions.Establish repeatable evidence practices and communicate findings in a form teams can use.

03 / Approach

Listen broadly. Find patterns. Make them actionable.

01Listen

Interviews, feedback and usability evidence.

02Connect

Needs, behaviour and operational context.

03Prioritise

Recurring friction and customer impact.

04Enable

Usable evidence for Product, Design and Marketing.

Process reconstruction. Historical product screenshots and research records are not reproduced, and screen-design ownership is not claimed.

04 / Outcomes in context

Stronger ratings during a period of product improvement.

3.5 → 4.2Android app ratingDuring the period

3.8 → 4.8iOS app ratingDuring the period

My direct contribution

Building the UX research function and bringing customer evidence into everyday product decisions.

The wider outcome

App ratings improved during this period. These were shared product outcomes; the public evidence does not isolate research as the sole cause.

What I bring to another team.

The ability to establish research practices while staying close to delivery. I help teams understand customer friction, distinguish patterns from anecdotes and use evidence to improve the experience people return to.

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