I help companies understand the people they serve enabling them to make confident, evidence-based decisions, from design execution to product strategy.
A highly collaborative partnership approach to building human-centered experiences
I’m a UX strategist and researcher with a deep love of design, problem-solving and human behaviour.
Over the course of my diverse career, I've helped shape world-class brands, products, and services through my expertise in business strategy, product design, user experience research, and brand marketing.
Using a blend of mixed-method research and product data, I generate insights that build empathy, inform product strategy, and shape user experiences that deliver meaningful value to your customers.
I bring expertise in generative and evaluative UX research practices, combining qualitative research with data science to identify growth opportunities, improve existing solutions, and measure key product metrics.
Research methods I commonly employ include qualitative and quantitative usability testing, remote and in-person user interviews, field studies, context labs, diary studies, surveys, customer data analysis, heuristics evaluations, and market/competitive research.
Want to learn more about how we can work together? Reach out here.
"Martha is one of those rare breeds you encounter a handful of times in your career - if you are lucky. Blending her inherent positivity and enthusiasm, wonderful imagination and a relentless drive for results and successful outcomes - Martha navigates challenging problems and assignments with aplomb. She has a unique ability to quickly get to the crux of issues while simultaneously ideating and prototyping customer-centric solutions. She quickly established rapport with all of our senior stakeholders and consistently exceeded expectations. I've been very fortunate to work with Martha on a number of engagements so far and look forward to many more in the future. "
— Freddie Hill · Former Director - Enterprise Operations Transformation, RBC
"We have worked with Martha on two different research projects and plan for more. One of the reassuring qualities (among many) that gives us the confidence to work with Martha, is consistency. Every project we received the same professionalism and attention to detail across the board.
In our space, we deal with highly emotional life situations and when it comes to conducting research it requires the ability to gracefully navigate sensitive topics and unpredictable conversations. It was a pleasure and great learning experience to witness Martha in her work and after every project, our team received an amazing overview of findings and insights that helped us prepare our product roadmap with confidence."
— Kevin Oulds, Co-Founder, Willful
"Martha is a naturally curious, intellectual and creative individual that has the ability to take on any challenge. I have worked with many agency partners over my career, but nothing came close to the intellectual partnership we formed working on a food innovation: from client research to brand strategy to marketing campaign. She is a strategy powerhouse that can stay focused on desired business outcomes."
— Karen Hsiung · Former Director of Marketing, Bellisio Foods
"I had the privilege of working with Martha on a strategy and research Discovery project for one of Canada's largest banks. I have benefitted personally and professionally from having worked with her; she is a natural leader who was always willing to provide thoughtful and actionable feedback and coaching.
Her unique way of melding empathy and confidence makes her an unparalleled communicator; able to build consensus and reconcile opposing points of view with ease. She is able to make technology concepts accessible to all audiences and has an infectious enthusiasm for how it can be used to elevate the human experience."
— Jenny Wood · Sr. Product Manager, Loopio