dana p

UX research portfolio


⭐️ More details and case studies available for interviews

Current role at Klook:

Without a user research team at Klook, I’m building the user research practice and ops from 0-1, conducting workshops, and delivering insights for product, business, and design teams to refine features and drive product innovation. Through cross-cultural analysis, my work has provided insight into 10+ markets in just the first 9 months. 

I’m versatile and skilled in both qualitative and quantitative methods, and employ a range of methods, including moderated and unmoderated usability tests, focus group discussions, surveys, tree tests and card sorts, 5-second tests, and interviews.

Some guiding principles

  • Focus on observations, not asking users what they prefer or want 
  • Start with a research question and/or problem (with stakeholders) before deciding on the method 
  • Insights go beyond observations: Insights must be actionable / deeper / about human behaviour, and catered for my audience 
  • Research is not to validate hypotheses but to reveal something deeper, even if it’s contrary to what stakeholders expect  
  • Start scrappy, build trust, and get buy-in.


    ^ User interviews at the Klook Travel Fest Singapore, Oct 2024
    ^ Research booth at the Klook Travel Fest Sydney, Nov 2024 
    I provided actionable insights about user behaviour and culture that had a direct impact on product, design, marketing and business strategy. My insights have included exploration the problem space and pain points, user stories, thematic analysis, and mental models. I’ve conducted workshops on research and for product/design brainstorming.

    Some of the impact from my research insights:
    • Shaped the UX and content strategy for new GenAI features
      • Led a workshop for PM, business teams, and designers to ideate on GenAI 
    • Directly influenced business priorities as well as product and design decisions for a tour listing page revamp (launched Q1 2025) 
    • Impacted localisation strategies
      • Launched localised promotional wording (e.g. Buy X Get Y Free) across all markets in time ahead of 11.11
      • Focused business attention on VN/ID markets
    • Shaped the the naming and categorisation of travel interests on Klook’s platform (e.g. Outdoors, Wildlife etc) 
    • Influenced headers and categorisation of a Japan Rail pass landing page 
    • Contributed to design and product revamp of a gamification tool

    Some of my research ops related impact:
    I’ve developed research ops from 0 to 1, while leading end-to-end research (from screening to delivering insights) with existing users (10+ markets in APAC), non-users in new markets (Europe / Americas / ANZ).
    • Built up management and business interest in user research and strengthen the user research culture within Klook 
    • Developed a research pipeline for product and business teams, as well as a prioritisation matrix to assess which projects are worth taking up. This has helped us to work on higher-impact projects at a stage in product development where there is both opportunity and appetite to make changes. 
    • Advised business teams on customer surveys, becoming the go-to person for research sense-checking.