Walid Merrad

Piloting user research strategy at a tribe level, in close partnership with the Product Director and Staff Designer. Defining and prioritizing research problems aligned with the year's product and business objectives. Designing and implementing qualitative and quantitative studies (exploratory, evaluative, strategic). Supporting product teams in discovery to inform upstream project decisions. In-depth analysis of user data and transformation into actionable insights with high business impact. Production of synthetic and visual deliverables facilitating stakeholder buy-in (reports, workshops, presentations). Identifying user journey optimization opportunities and contributing directly to product directions. Cross-functional collaboration with Product, Design, and Marketing teams to align vision, strategy, and execution. Evangelizing user-centric culture within the organization (workshops, acculturation, coaching). Implementing ResearchOps initiatives: structuring practices, improving processes, governance of tools and data. Continuous monitoring of UX Research methods, tools, and trends to evolve internal practices.

Scoping, planning, conducting and analyzing the user research within the Global Trade team. Delivering Personas, Experience maps, Benchmark reports as a ground for design. Facilitating design workshops with stakeholders and end users of Global Trade team. Designing low, medium and high fidelity prototypes on Figma. Moderated user testing on interactive prototypes on Figma, with end users. Validation insights and outcomes with end users and stakeholders. Following up with devs on implemented solutions to ensure respect of UX guidelines.

Scoping, planning, conducting and analyzing the user research within the e-commerce team, on website and mobile app, through quantitative and qualitative methods. Collaborating with several international teams on research projects to deliver a better global experience. Partnered with product and tech teams to enhance mobile/web shopping experience. Conducted discovery and co-creation workshops with stakeholders and end-users. Scaled an atomic research system across multiple business units of Decathlon. Delivered actionable insights to improve product features, conversion rates, and user flows.