UX Research | Consumer Insights | Social Computing
Methods
User Experience (UX) Research
A/B Testing
In-Depth Interviews.
Usability Testing
Surveys
Heuristic Evaluation
Remote Research
Concept Testing
Persona Building
User Profiling And Segmentation, Statistics
Behavior Analysis
Competitive Analysis
International Research
Tools
Remote Research
Usertesting.com, Discuss.io, Playtestcloud.com, recollective.com
Recruiting
Userinterviews.com, Prodege
User Panel Management
Alida
Surveys
Alchemer, Survey Monkey
Prototyping
Keynote, Figma
Data Analysis and Programming
Tableau, AppAnnie, Modeanalytics, SQl, Python, R, Snowflake
Productivity and Collaboration
Confluence, GSuite, Office 365, Miro, Zoom, Slack
Work Experience
Microsoft Xbox | Senior Researcher
March 2023- Present
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Led segmentation and churn research that informed feature launches and content strategy, driving a 5% lift in D30 retention, 20% increase in engagement, and 10% increase in monetisation
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Established market intelligence and prioritisation workflows enabling strategic backlog decisions and reducing feature planning time by 25%
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Led research across multiple features, contributing to a 20% increase in adoption, 30% boost in satisfaction, and improved GTM readiness
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Designed and built internal tools for player activity data, facilitating behavioural analysis; reduced research time-on-task by 35% and eliminated bottlenecks
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Created a player feedback system integrated with ML models to optimise in-game difficulty, reducing iteration cycles and improving overall player experience
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Embedded user insights across teams via workshops and summits, co-creating success metrics to align launches with engagement, satisfaction, and experience quality
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Led and developed a team of researchers, designers and external partners, delivering high-quality insights that shaped product direction and improved quality of experience
Electronic Arts | Senior Researcher
March 2017 - March 2023
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Shaped UX and content strategy across 20+ feature rollouts and 10+ games, delivering measurable gains in CSAT, player engagement, and monetisation
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Informed product and campaign strategy from concept to launch for global games, using audience insights to increase engagement and minimise launch risk
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Led a cross-functional initiative to investigate churn behaviour; insights informed feature and content updates that improved late-stage retention by 30%
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Built a creative testing pipeline that boosted EA Mobile’s ad performance, driving 60% increase in click-through rate and 8% increase in installs
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Led studies to optimise user flows from ad to onboarding, resulting in smoother early experience and 12% uplift in D7 retention
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Led a distributed team of researchers, guiding execution across projects, strengthening research quality and delivery efficiency
Research Work
Precog Social Computing | Master’s RA
Advisor - Dr. Ponnurangam Kumaraguru, IIIT-H, India
June 2018 - October 2019
Research Focus - Understanding player socialization and churn (attrition) in an online multiplayer game. Investigating and identifying factors to help predict ‘contagion’ effect of churn in a network using unsupervised machine learning.
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Led a team of four to design experiments and analyse data to explore the phenomenon of ‘wisdom of
crowds’ in online social networks based on the seminal work by Francis Galton.
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Computational Policy Lab | Team Researcher
Dr. Sharad Goel, Stanford University, USA
June 2015 - October 2015
Human-Computer Interaction Institute | Visiting Researcher
Dr. Aniket Kittur, Carnegie Mellon University, USA
May 2014 - August 2014
Research Focus - Information surfacing and document ordering in crowdsourcing systems, with an aim
to understand how participants organize and categorize information available online and investigating
the impacts of redundancy and novelty on the reliability of information presented.
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Social Computing Lab | Visiting Research Intern
Dr. Jaideep Srivastava, University of Minnesota, USA
May 2013 - August 2013
Research Focus - Investigating ‘homophily’ ( connection between similar people rather than dissimilar
people) in trust propagation in online social networks.
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Education
St Mary's Convent, Inter College
Allahabad, U.P
ICSE - 2008. (93.8%)
ISC - 2010. (92%)
International Institute of Information Technology - Hyderabad (IIIT-H)
2011 - 2016
Dual degree - Btech in Computer Science and M.S by Research in Exact Humanities with focus on Social Computing. (7.0)