About
I’m a UX Research leader with 20 years of experience across design and research, helping teams make confident product decisions grounded in real human needs.
I’ve led and executed research across the full product lifecycle, from early discovery and market research to concept testing and usability. Most recently, I led a team of 10 researchers at Tripadvisor, shaping product strategy across travel planning, booking, community, and membership. My work includes defining target audiences through segmentation, building customer journey frameworks, and scaling AI-enabled research to deliver faster, more actionable insights. Prior to that, I built and embedded design research practices across digital education products at Scholastic.
My background as a UX Designer at Microsoft, R/GA, and FiftyThree grounds my research practice in creative execution, storytelling, and close collaboration with design, product, and engineering partners.
Outside of work, I’m an adventurous eater, a lifelong traveler, and a hockey mom, roles that keep me curious, grounded, and always learning.
View my Resume
Paula in Iceland in January 2026