Data-Driven Insights: Turning Signals into UX Strategy

Data tells us what’s happening. Users tell us why. By combining trends from social listening and keywords with insights from interviews and testing, we shaped journeys that connect better—across content, design, and culture.

Quantitative Research: Keyword Research & Social Listening

Finding patterns in user behavior.

We analyzed search trends, social discussions, and sentiment to surface real user needs. This helped us spot emerging behaviors, prioritize UX improvements, and align content with what users care about.

Process & Application

Keyword Trend Mapping

Analyzed keyword trends to uncover content gaps and optimization opportunities.

Impact: Defined regional content strategies tailored to market needs.

Social Listening Insights for Consumer Behavior

Mapped social sentiment to decode product discovery and engagement signals.

Impact: Informed data-driven UX content decisions aligned with user expectations.

Persona & Journey Mapping from Data Insights

Translated behavioral insights into persona-driven journeys and content delivery strategies.

Impact: Refined UX flows aligned with user intent and search behavior. (Read more on

Case study 1: Digital Transformation Strategy for AB in Bev

Tools Used

Blackkiwi, Sometrend

What we did

Conducted keyword research and social listening to understand how consumers discuss and search for beer-related topics — like convenience store beer, food pairing, or zero-alcohol options.

How It Was Applied

Clustered high-frequency terms into 5 need-based consumer themes.

Identified emotional tone (e.g., "confused," "curious") across platforms like blogs, Instagram, and YouTube.

Mapped findings into a UX strategy that prioritized educational content, localized campaigns, and clear CTAs.

Impact

Guided content direction for product pages and campaign messaging based on real-time behavioral data.

Insights from keyword research and social listening shaped content priorities, refined engagement strategies, and optimized platforms across the digital ecosystem.

Qualitative Research: User Interviews & Testing

Uncovering the “Why” Behind User Behavior

Numbers tell what — but people tell why.

Through interviews, testing, and live observation, we surfaced motivations hidden beneath patterns. These insights shaped smarter UX decisions, grounded in empathy, not assumptions.

Process & Application

User Recruitment & 1:1 Interviews

How we started:

  • Identified key user segments tied to project goals.

  • Recruited participants using platforms like Askable and live product prompts.

  • Ran pre-interview surveys to surface baseline behaviors.

  • Conducted 1:1 interviews and complementary surveys to capture sentiment.

Outcome → Clear insights into real user needs and gaps between expectations and current experiences.

Thematic Analysis & Insight Synthesis

How we decoded user stories:

  • Used Dovetail + AI clustering to surface patterns, pain points, and emotional cues.

  • For leaner studies, manually captured emerging themes from notes and transcripts.

Outcome → Built personas, journeys, and UX recommendations grounded in user sentiment.

Walkthroughs & Prototype Testing

How we validated ideas fast:

  • Ran real-world task-based walkthroughs to spot friction points.

  • Created early-stage prototypes informed by research.

  • Tested and iterated in moderated sessions.

Outcome → Exposed usability challenges early and informed confident design decisions.

Case study 2: APAC Market Localization for Adobe

What we did

Recruited and interviewed users in Korea and Japan to understand cultural and behavioral differences in software purchasing behavior.

How It Was Applied

Evaluated existing regional sites using culturally adapted heuristic criteria.

Combined interviews with desk research to inform redesign.

Impact

Delivered actionable UX insights that shifted navigation and messaging to align with local behaviors — especially differences in trust-building and decision-making between US and APAC users.

Case study 3: UNSW DVCRE Research website revamp project

What we did

Interviewed researchers and internal stakeholders to identify barriers to accessing academic information.

How It Was Applied

Synthesized the insights to restructure the site’s IA, simplifying access to key pages and redefining how content was grouped by user roles.

Impact

Improved clarity and accessibility, aligning the digital experience with the expectations of researchers, funders, and students alike.

Qualitative research grounded our decisions — validating assumptions, refining IA, and unlocking usability improvements through real user stories.

Together with quantitative insights, these findings turned into actionable strategies — shaping a complete customer journey that powers content, UX, and product decisions.

Turning ideas into action — one insight at a time.
From sticky notes to real impact.

How This Came to Life

Customer Journey Maps

Mapped search behavior to emotional needs, then validated through user interviews.

Content Strategy

Prioritized FAQs, product explainers, and pairing guides — shaped directly by search patterns and emotional cues.

UX Prioritization

Used keyword frequency to surface features.
Used user interviews to shape interaction models.
Together, these decided what to show — and how to show it.

Key Learnings and Impact

✔ Real behavior speaks louder. Search and social trends reveal needs before users voice them.

✔ Local context matters. Regionally tailored UX drives deeper engagement.

✔ Quant + Qual = Smarter decisions. Blending data with stories leads to confident, user-aligned design.

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