Mali Hirsch - Professional photo

My Journey Into UX Research

I didn't set out to become a UX researcher—I stumbled into it through a circuitous path that started in cognitive psychology and wound through product management before I found my true calling.

During my psychology studies, I became fascinated by how people make decisions and form mental models of the world. But I felt constrained by academic research—I wanted to apply these insights to solve real-world problems. So I pivoted to product management at a startup, thinking that's where I could make impact.

What I quickly discovered was that I was most energized not by roadmap planning or stakeholder management, but by those moments when we talked to users. I'd volunteer to lead customer interviews, jump on support calls, and analyze usage data. It became clear: my superpower wasn't deciding what to build—it was understanding who we were building for.

Making the leap to UX research was the best career decision I ever made. For the past 8 years, I've had the privilege of helping companies—from scrappy startups to established tech giants—build products that truly serve their users.

What Drives My Work

I believe research should be more than reports that gather dust. The research that excites me is the kind that sparks "aha!" moments in product teams, that shifts how we think about users, and that ultimately changes what we build. I'm driven by translating complex human behaviors into clear insights that teams can act on.

I'm also passionate about evolving research practices. I've been exploring how AI tools can augment (not replace) research work—using tools like Claude to accelerate analysis while maintaining methodological rigor. The future of research is about combining human empathy and critical thinking with AI's processing power.

Professional Journey

Mar 2025 - Present

Senior UX Product Researcher

Stealth-Mode Startup

  • Pioneered AI-assisted research workflows using Claude, reducing analysis time by 60% while maintaining quality and rigor
  • Led discovery research for AI-powered features, conducting 40+ interviews that shaped ML model training and UI design
  • Built integrated research ops stack (Dovetail, Pendo, UserTesting) reducing time-to-insight by 70%
Oct 2023 - Nov 2024

Senior UX Researcher and Designer

Aidium (Formerly Daily AI)

  • Conducted user research identifying Loan Officer pain points, leading to features that improved productivity and satisfaction
  • Analyzed Pendo user data to discover recurring behavior patterns and friction points, driving design enhancements for CRM platform
  • Implemented research practices that enhanced engineering team productivity, saving significant time and resources
Oct 2021 - Oct 2023

Senior Product Researcher and Designer

Vivun

  • Managed activity-capturing experience for AI-based sales platform, overseeing full UX cycle from discovery to production
  • Improved user experience through research-driven design, directly correlated with elevated satisfaction ratings in Pendo
  • Facilitated cross-functional research synthesis sessions ensuring alignment on feature objectives across product, design, and engineering
Mar 2021 - Oct 2021

Lead Product Researcher and Designer

CirrusMD Inc.

  • Designed patient onboarding research study that reduced complexity and accelerated user adoption in telehealth app
  • Led discovery research for dependent accounts feature, resulting in increased sign-ups and simplified user experience
  • Measured UX improvements through Pendo surveys, demonstrating elevated patient satisfaction ratings

Skills & Expertise

Research Methods

Qualitative

  • In-depth interviews
  • Contextual inquiry & field studies
  • Diary studies
  • Usability testing (moderated & unmoderated)
  • Card sorting & tree testing
  • Focus groups

Quantitative

  • Survey design & analysis
  • A/B testing & experimentation
  • Analytics analysis
  • Statistical analysis
  • Benchmark studies

Mixed Methods

  • Triangulation of qual + quant data
  • Sequential explanatory design
  • Concurrent embedded design

Tools & Platforms

Research Tools

  • Dovetail (expert level)
  • UserTesting
  • Maze
  • Optimal Workshop
  • Qualtrics
  • Lookback

Analysis & Synthesis

  • Miro / Mural
  • Claude AI (for research analysis)
  • SPSS / R / Python
  • Excel / Google Sheets
  • Airtable

Design & Collaboration

  • Figma
  • Notion
  • Slack
  • Linear / Jira

Analytics

  • Google Analytics
  • Amplitude
  • Mixpanel
  • SQL

Specializations

  • AI Product Research: Understanding how users interact with AI-powered products, trust & transparency, prompt engineering patterns
  • B2B SaaS: Enterprise user research, multi-stakeholder studies, complex workflow analysis
  • Accessibility: WCAG compliance testing, assistive technology research, inclusive design practices
  • Research Operations: Building research systems, participant panels, insight repositories, democratizing research
  • Internationalization: Cross-cultural research, localization studies, global user testing

Industry Experience

  • Enterprise SaaS
  • Consumer Technology
  • Healthcare Technology
  • E-commerce
  • Financial Services
  • Productivity Tools
  • AI & Machine Learning Products

My Research Philosophy

Impact Over Output

I measure success not by how many studies I run or reports I deliver, but by whether research changes what teams build. A single insight that shifts product strategy is worth more than a dozen reports that go unread.

Collaboration, Not Consultation

I work best when embedded in product teams, not as an external consultant brought in at the last minute. I involve stakeholders in synthesis, share early findings, and make research a team sport.

Rigor Meets Speed

Methodological rigor matters, but so does velocity. I'm pragmatic about when to do quick scrappy research vs. comprehensive studies. The perfect study delivered too late helps no one.

Empathy + Critical Thinking

I listen deeply to users, but I also question assumptions—including my own. Empathy without analysis leads to anecdote-driven design. Critical thinking without empathy leads to solutions nobody wants.

Show Your Work

I believe in research transparency. I share not just conclusions but the messy process of getting there—the uncertainties, the trade-offs, the alternative interpretations. This builds trust and helps teams learn research thinking.

Embrace New Tools, Maintain Standards

I'm excited about AI's potential to augment research work, but I'm vigilant about maintaining quality. New tools should make us faster and more thorough, not sloppy and overconfident.

Let's Connect

I'm always interested in connecting with fellow researchers, collaborating on interesting projects, or exploring new opportunities.

Get In Touch