Austin, Texas Metropolitan Area
35M+ investors. 280% trade volume growth. 152 service complaints per million during one of the largest brokerage integrations in history. This is what research-driven product decisions look like at scale. I'm a UX Researcher and Customer Insights Strategist with 14+ years of experience across fintech, healthcare, enterprise software, and consumer hardware. I specialize in mixed-methods research, applied statistics, and systems thinking — and I focus on the moments where human judgment and intelligent systems intersect: how people set intent, supervise automation, evaluate confidence, and make high-stakes decisions. At Charles Schwab, I embedded across six product teams — order entry, positions, watchlist, options, order status, and trade research — serving 35M+ investors. I ran 75 user studies with 10,317 participants, standardized research practices across 1,261 historical studies, and built the research guidelines now used by all UX researchers at Schwab. Research outcomes contributed to a 280% increase in retail daily average trade volume and helped 3.6M TD Ameritrade accounts migrate with 152 complaints per million. My earlier work spans clinical decision-support tools at MD Anderson Cancer Center, enterprise analytics at OpenText, ClearType text rendering at Microsoft, and touch experience research at Dell. I develop frameworks and methods, not just apply them. I created the SPAQI measurement framework and an AI-Native Research process designed specifically for AI-enabled product environments. I am the first author of a peer-reviewed book chapter in HCI in the Wild: Measuring UX within the Product Ecosystem (Springer) and hold 10+ peer-reviewed publications. I operate best embedded in complex, cross-functional product environments where I can influence decision-making through research quality and systems thinking rather than hierarchy. Portfolio: haanzooh.com | Open to Staff and Principal UX Research, Customer Insights, and Research Leadership roles.
Lead research to support Schwab Digital Retail Products on web and mobile platforms in general. Recent projects include: Lead strategic research to help prioritize design and development sequencing for Cost Basis web/mobile experience improvement. Research outcome directly influence the product roadmap planning for 2026 - 2028. Lead research for Digital Payments and Money Movement to improve user experience of ~120k checking account holders who use bill pay on a monthly basis, and influence mobile experience initiatives and enhancements for ~11k standard brokerage account holders who use bill pay on a monthly basis. Help team achieve goals to enhance mobile UX, expand service scale, and increase client adoption, growth, and engagement.
Research lead and SME: Lead UX research for Schwab's retail trading platforms and collaborate with 6 digital trading product teams. Contributing author and editor of internal education and training materials on UX research methodology, metrics, and standards. Positive impact on business KPIs: Research outcome has helped boost trader engagement by 8% on web and 25% on mobile year-over-year. Retail daily average trade volume increases from 1.5M to 5.7M and continues to grow. Research-driven improvements also reduced Schwab service calls for more than 35 million active brokerage accounts, such as the recent 2023 integration of 3.6 million retail and 50K trader accounts from TD Ameritrade, with only 152 complaints per million. Managed Extensive User Studies: Managed and led 75 user studies with 10,317 research participants including 6,329 clients' analytics from 2020 to 2023 to support closing more than 100 UX and technology gaps during the integration of Schwab and TD Ameritrade. Standardized Research Practices: Led a team of 3 researchers to audit 1,261 user studies conducted by the UXR team from 2019 to 2021, which resulted in the development of research guideline and definition of standard UX metrics for over 30 UX researchers, ensuring consistent and scalable research outcome
Led UX research efforts for multiple initiatives of Digital Services at Schwab including retail trading, digital messaging, preferences & permissions, and etc. Defined research directions with mixed-method research approaches and independently led multiple research projects without frequent manager guidance and coaching.
As a senior member and 3rd-degree black belt certified by the Aikikai Foundation, I taught the beginner's class and trained at Aikido of Austin.
Led and conducted large scale user research and usability testing for OpenText Analytics products. Collaborated with User Experience Design group internal initiatives to develop test protocols, persona library, and common UX guideline.
Presented research findings in monthly meetings to research partners, physicians, and therapists with aims to improve quality of life of breast cancer survivors. This is a joint position with the postdoctoral fellowship at the University of Texas at Austin.
Led user research and worked with research partners at the MD Anderson Cancer Center and the University of Houston to develop a clinical decision support system for breast cancer survivors. Main and contributing author of 3 peer-reviewed publications.