Heidi's bread and butter is helping product teams stop the endless A/B testing cycle and start taking bigger swings through a research informed vision followed by a clear product strategy. In a quickly changing UX Research landscape, Heidi aims to help companies stop using research merely for insights, and instead lean on research teams to understand what's going to have the biggest impact and how to get there. Her work includes transforming the enrollment process for the workforce development organization Year Up and using mixed methods research to inform the end to end journey of attending a live event for SeatGeek. Heidi leverages her background in education to provide teams with the user knowledge they can't live without.

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