Sandra H.

I help product leaders make complex decisions about what to build, who to build for, and why customers adopt, convert, or stay.

With 8+ years in UX research and product strategy, I oftentimes serve as the first dedicated researcher, establishing foundational customer understanding in ambiguous environments.

I lead engagements from framing the business questions through qualitative and quantitative research, synthesis, and clear product or go-to-market recommendations.

Recent impact

• Challenged initial ICP and product assumptions for an early-stage financial intelligence platform, redirecting discovery toward the workflows and decisions most critical to product strategy.
• Designed an AI-supported research repository connecting strategic decisions to evidence across studies, making research easier to trace, reuse, and apply across the organization.
• Informed improvements to a healthcare product that contributed to a +200% revenue increase
• Mapped the enterprise buyer journey for a learning platform, contributing to experience and positioning changes that increased conversions by +40%.

What I can help you determine

• Which customers or segments are worth pursuing
• Which problems and opportunities deserve investment
• How much customers are willing to pay and how pricing should evolve
• Why adoption, conversion, retention, or trust is breaking down
• How customer journeys and value propositions need to evolve
• Whether a concept, experience, or market proposition is ready to move forward

Every engagement begins with the decision you need to make, not a predetermined research method. I work independently while partnering closely with founders, product, design, engineering, and leadership to challenge assumptions and translate evidence into actionable direction.

Best fit: B2B and B2C teams facing consequential product, customer, or growth decisions, particularly in SaaS, marketplaces, and complex digital platforms.