I find out what people actually do, and why.

I've led research at JPMorgan, Unity, Peloton, and Google through AnswerLab.

Surveys and statistics on one side, interviews and observation on the other.

→ Project snapshots → What I bring

Photo: profile.jpg

Plate I · Shreya Jaiswal, New York

01 / Work

Project snapshots

Short summaries of recent projects, not full case studies. I take company privacy seriously, so ask me for the redacted versions.

Fig. 01 · Prioritization

What to build first

Feature prioritization with MaxDiff and conjoint

Challenge
With limited engineering bandwidth for the year, the team needed to know which features delivered the most user value.

Approach
I designed a quantitative MaxDiff study to measure feature importance, followed by a conjoint where participants could choose “no preference” to test how strongly the features really differed.

Impact
A clear, data-driven prioritization model that guided roadmap decisions and aligned stakeholders on where to invest.
Fig. 02 · Benchmarking

Success without a sales number

Impact measurement with usability benchmarking

Challenge
Redesigning a complex product without standard success metrics like conversion or revenue, and with limited access to user data.

Approach
A mixed methods usability benchmark, combining qualitative insight (friction, mental models) with quantitative metrics (time on task, errors, SUS score).

Impact
A clear, measurable framework for product success, and a culture of data-driven decisions on the team.
- 250users surveyed
- 5fewer clicks on average
- 12%increase in satisfaction
Fig. 03 · Segmentation

Personas you can act on

Data-backed personas through user segmentation

Challenge
Build personas backed by data, with segments different enough in behavior and needs to point to real product improvements.

Approach
A large-scale survey pairing profiling questions with behavioral questions, analyzed to find segments that matter for the product.

Impact
Distinct designs for each segment, leading to higher than average increases in satisfaction.
- 380users surveyed
- 5user segments
- 13redundant personas removed

02 / Approach

What I bring

Ref 01Mixed methods

Quant for how many, qual for why. Usually both.
1. Quant → Qual
  Explanatory sequential
2. Qual → Quant
  Exploratory sequential
3. Quant + Qual
  Convergent
4. Qual inside Quant
  Embedded
5. Repeated cycles
  Multiphase
Ref 02Rapid research

AI lets teams build in days. Research can’t be left behind.

Days, not quarters

I’m an advocate for rapid research. I built JPMorgan’s rapid research program and piloted an agentic AI workflow connecting research to content design.
Ref 03Leadership

Turn a vague ask into a decision the team can make.

Guidance

I align stakeholders on what’s being decided and what evidence would change it, then bring product, design and engineering into the sessions so insight lands without a handoff.
Ref 04Principles

Build on what’s already known about people.

Academic rigor, when it helps

When solid behavioral or academic research exists on a problem, I start there, and I keep up with the debunkings so teams don’t design around a myth.

03 / About

In a past life, I studied primates. Technically, I still do.

I came to UX research from ten behavioral research labs, where I studied how hormones and cooperation shape each other. That's where my rigor comes from: training in experimental design, careful measurement, and a healthy dose of suspicion. My behavioral science background (UC Davis, University of Chicago) still informs how I understand the way people interact with interfaces.

I'm an advocate for UX research that's far more grounded in how people actually behave, and that looks for durable principles the way academic research does.

I trained in rapid research consulting for Google through AnswerLab, then built a program of my own at JPMorgan and piloted an agentic AI workflow connecting research to content design. I'm at my best when the problem is tangled, the timeline is short, and nobody agrees yet on the question. I untangle it and turn it into a clear call a team can act on. The strategy changes every time. The standard of evidence doesn't.

04 / Away from the desk

Away from the desk

An eclectic, ever-changing set of interests that keeps my mind sharp and full of wonder.

Photo: a dish or an old cookbook01

Food history

Tracing the trade routes behind a dish, poring over the ancient texts that recorded it, and then trying it myself.
Photo: you at the harp02

Pulling strings

A magical, forgiving instrument you can learn as an adult without upsetting your neighbors.
Photo: a bird you spotted03

Field notes

Birding, growing my life list, and getting vicariously excited about a bird I'd never heard of, just because everyone else is.