Research Assistant Data

Ahmad Saquib Sina

********@***.*** 651-***-**** Brooklyn, NY

SUMMARY

UX Researcher with strong quantitative and qualitative skills. Worked as a UX Research contractor at Salesforce to understand user behavior in data governance, data management, and Tableau Prep analytics. Applied end-to-end research process to understand user behavior when they interact with both products and environments. My research primarily focuses on exploring the effects of both design and environmental cues on consumers’ perceptions and responses. Portfolio link: a.GITHUB b.PORTFOLIO c.PYTHON d.SQL e. QUANTITATIVE RESEARCH f. QUALITATIVE RESEARCH g. TABLEAU h.TARGET

EDUCATION/CERTIFICATIONS

Data Analytics Certification, Springboard, 2022

Doctor of Philosophy, PhD, Design & Consumer Studies, Minor Quantitative Methods in Educational Psychology, University of Minnesota College of Design, 2021 Master of Science in Retail and Consumer Studies, University of Minnesota, 2018 Bachelor of Science in Textile, Bangladesh University of Textiles. TECHNICAL SKILLS

Qualitative: Moderated Usability Testing and user interviews, Quantitative: A/B testing, Experimental Design, Non-Linear Models, Surveys: Questionnaire design, Sampling Bias/Correction, Systems: R, Python, SQL, Tableau. and Jobs-To- Be Done (JTBD) RELATED UX RESEARCH EXPERIENCE IN DATA MANAGEMENT

UX Research Contractor at Salesforce Via Vertisystem June, 22- October, 22 Tableau Prep Analytics Project

● Focused on improving usability features in designing analytical features in Tableau Prep.

● User Interviews: Gathered research data from 12 participants (User Interviews), synthesized data, identified themes, and presented potential themes to PMs and stakeholders.

● Moderated Usability Sessions: Attended 8 moderated usability sessions, took high-level takeaways and notes, and worked closely with stakeholders to synthesize data, provide recommendations, and create reports.

Tableau Prep File Server Project

● Focused on improving designs for 5 prototypes to improve usability features of the File server in Tableau Prep.

● Collaboration: Collaborated closely with the lead researcher and stakeholders to define research goals, recommend methodology, and develop moderator scripts.

● A/B Testing : Developed an A/B testing process to compare two prototypes to understand user behavior and improve usability features.

● Recruiting Process and Moderated Usability Testing: Recruited six external participants through the User Interview tool, one internal participant, and conducted seven usability sessions.

● Data analysis, synthesis, findings and recommendations: Identified potential issues associated with design features in Tableau Prep file server and worked with the stakeholder to successfully complete the project.

Data Governance Jobs To be Done (JTBD) Project

● User Interview: Attended 14 user interview sessions to develop themes and unmet needs for a data governance Jobs To be Done (JTBD) project.

● Unmet needs of users: Worked closely with the lead researcher to develop themes, mind maps, and unmet needs of users.

RELATED QUANTITATIVE RESEARCH, SURVEYS AND SYSTEMS EXPERIENCE Graduate Student, College of Design, University of Minnesota September, 2016- January, 2022

● Experimental Design: Published three peer reviewed journals and one conference paper focusing on retail, consumer research, quantitative data analysis, and constructed experimental design to compare different types of visual designs.

● Methodology:

2(Retail Greenery vs Non-Greenery) x 2 (Lighting Temperature: Warm vs Cool)

Lifestyle vs Product Centric Display

2 (3D vs. 2D interface) X 3 (Product display based on color, discount, and brand)

2 (Background color: Cool vs Warm) x 2 (Color coordination vs Non-Coordination).

● Findings

Found consumers’ preferences for retail greenery than non-greenery and cool lighting then warm lighting in the Virtual Reality (VR) environment.

Discovered consumers’ favorable and positive responses for lifestyle displays than product-centric displays.

Identified 3D interface and color types as dominant variables for effective product display methods.

Determined consumers’ favorable responses for cool background color than warm color and product displays grouped by color than not grouped by color.

● Surveys

Accomplished multiple survey research projects including three journals and six conference papers.

Used Qualtrics for data collection, questionnaire design, and weighting data. Data Analytics Student, Springboard December, 21- April, 2022

● Created a customer churn prediction using Python and Tableau that analyzed a credit card customer dataset to identify key factors that cause attrition.

● Using Python (Python- Southern Corporation), conducted both descriptive and inferential statistics to identify the reasons of pump failure.

● Analyzed hotel booking demand using Tableau and R and applied linear regression to determine key variables that lead to hotel booking cancellation.

● Used SQL queries to display relationships among energy stability, market outages, energy losses, and market reliability.

● Crafted a visual story in Tableau that highlights the findings retrieved from SQL queries. RELATED QUALITATIVE RESEARCH EXPERIENCE

Directed/ Field study at Target Feb, 19- June, 19

● Interviewed 15 Target consumers to explore and observe potential areas of store physicality for improvement focusing on a specific location of a Target store to enhance shopping experiences.

● Presented important findings related to technological features, product presentation, promotional features, checking out process, and quality of the brand to stakeholders. PhD Candidate Grad Research Assistant, College of Design, Jan, 21- May, 21

● Assisted team members in conducting a meta-analysis that relates to technological needs and solutions for seniors in the Virtual Reality (VR) environment.

● Summarized findings related to telepresence, cybersickness, moderating role of age, and Technology Acceptance Model (VR) across different platforms: online, virtual reality, physical stores.

Qualitative project for the Qualitative and Mixed Research Course, Jan 17- May 17

● Interviewed and observed participants to understand what they look for when they shop online.

Graduate Research Assistant, College of Design, University of Minnesota 08/2017 – 12/2017

● Based on interviews, action research approach, and focus group discussions we identified nine modules to design personalized virtual fashion apparel stores, and these nine modules are style, price point,product category, color, presence of avatar, virtual product try-on, music, product recommendation, and product customization.

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