Case Studies

The following case studies are a selection of my most recent work organized thematically, along with some earlier studies across sectors.

• AI-Human Collaboration

• Trust and Expectations

• Decisions & Commitment

• Space & Service Design

• Competitive Intelligence

• Studies across EdTech, Energy, and Heath Care

* Note: specifics details of these projects have been omitted or modified for proprietary reasons.

An increasingly central focus of my research is the human-AI workflow — how AI products support judgment and reshape how decisions get made.

Work in this space has included:

• AI-assisted tools for frontline service agents

• Content moderation for early AI prototypes on the .com

• Customer use cases of AI in travel-related contexts

The featured example explores how external AI assistants are reorganizing the earliest layers of travel planning.

• How AI is Reshaping Travel Planning

Trust & Expectations

Much of this research has focused on how customers evaluate institutional processes and responses when rules and constraints shape the experience.

It has spanned:

• Customer response to delay compensation policies

• Biometric identification adoption at the airport

• Customer awareness of airport security wait times

The featured study charts a two-year, end-to-end research effort behind a new security wait times feature

• Designing for Security Wait Time Awareness

Decisions & Commitment

A core focus here has been the moment customers move from exploration to action — and how products support confident decisions.

Work in this space has covered:

• Metasearch and cross-carrier fare comparison

• Branded fare selection at the point of purchase

• Day-of-travel mobile engagement and orientation

The featured study provided core foundational research for one of United's biggest digital transformations: rethinking how the day-of-travel mobile experience guides customers from check in to boarding.

• Designing for Day of Travel Mobile Engagement

This work looks at how physical environments, policies, and digital tools shape movement and behavior in operational spaces.

Focus areas in this space have included:

• Baggage pooling and shared-bag logistics

• The Global Services premium customer experience

• Departure terminal layout and redesign

The featured study examines how terminal layout, policy, and digital tools shape passenger flow — informing operational and design priorities for a high-traffic airport environment.

• Redesigning ORD Departure Terminal

I led the establishment of competitive intelligence research pillar at United, using mixed-methods research that goes beyond surface data to understand competitors' customer experience challenges and needs.

Work in this space has covered:

• Southwest's shift to assigned seating

• A competitor's loyalty program redesign

• Benchmarking of a rival's premium cabin experience

The featured example examines the strengths and gaps of a competitor's premium experience.

Digital Upskilling: Problems and Prospects

A longitudinal study of learner engagement on a corporate upskilling platform. Combining a 21-day diary study with retrospective focus groups, the research showed how work patterns dictate learning habits — and made the case for shifting from rigid, role-based learning plans to more flexible, skill-based pathways.