Designing at Scale
Wattpad was scaling globally, and growth depended on making the right product and feature investment decisions. Leadership needed evidence-based direction rather than intuition.
My responsibility was to conduct applied research that directly informed product design and feature enhancements. The goal was to improve engagement, retention, and platform growth.
I led mixed-methods research combining qualitative user studies with large-scale quantitative behavioral analysis. Research findings were translated into concrete product designs and feature improvements adopted by product and engineering teams.
Those research-driven design decisions directly informed product investments that increased user engagement. The resulting enhancements contributed to Wattpad scaling to approximately 90 million monthly active users.