Human-Centered CX Case Studies

E-Commerce Platform Integrity Analysis

Overview

Client: TELUS International (on behalf of Meta’s Platform Integrity Team)

Program: Covert Seller Performance Analysis on Facebook & Instagram

Timeline: June 2022 – June 2023

Key Result: 

Executive Summary 

Engaged for a year-long covert project, I delivered human-centered intelligence to safeguard trust across Meta’s social commerce ecosystem. As part of a 30+ member analyst team, I conducted end-to-end evaluations of third-party sellers, producing 25–50 actionable insights per eight-week cycle. Findings informed enforcement actions against fraudulent sellers, identified systemic marketplace vulnerabilities, and enhanced platform reliability for millions of users globally.

Challenge 

Safeguarding Trust at Scale Meta’s social commerce platforms faced complex challenges: billions of users, thousands of sellers, and rising risks from misleading advertising, fraud, and poor service. Automation alone could not capture nuanced violations, requiring expert human analysis to document real buyer experiences and operational gaps.

Role: Covert Integrity Analyst 

Operating under a structured three-phase intelligence protocol, I captured the full customer journey:

• Seller Legitimacy & Advertising Truthfulness: Verified business credentials, assessed online reputation, and evaluated listing accuracy.

• Covert Buyer Experience & Transactional Integrity: Executed controlled purchases, analyzed checkout clarity, payment security, and shipping/refund transparency.

• Fulfillment, Product Reality & Service Accountability: Compared received products against advertised claims, assessed delivery timeliness, and reviewed customer service responsiveness.

Impact & Recognition

• Delivered hundreds of detailed reports enabling enforcement actions and systemic risk identification.

• Supported removal of fraudulent sellers and mitigated user risk.

• Contributed to a secure, transparent, and reliable social commerce environment.

• Managed overlapping project cycles, budgets, and confidentiality while maintaining rigorous data consistency.

Skills Demonstrated

Analytical & Investigative: 

• Qualitative and Quantitative Analysis

• Covert Research

• Evidence Collection

• Fraud Detection

Operational & Execution:

• Project Cycle Management

• Budget Oversight

• Data Integrity

• Adherence to Protocols

Strategic & Domain-Specific:

• E-commerce Trust and Safety

• Platform Integrity

• User Experience Evaluation

• Seller Performance Analysis

Optimizing the Mental Health Patient Journey

Overview

Client:  University of Alaska Anchorage ( On behalf of mental health care providers)

Project: Elicitation Study of Adult Mental Health Choices

Timeline: August 2025

Key Result: 

Executive Summary

Engaged as a Strategic Analyst, I examined the mental health patient journey to uncover system-level barriers, emotional triggers, and decision-making patterns among adults seeking care. I translated qualitative insights into an actionable roadmap, enabling providers to reduce friction, build trust, and improve alignment across medical and therapeutic pathways.

Challenge: A Fragmented and Emotionally Taxing Journey 

Research identified the dominant patient profile as the “Overwhelmed Navigator,” facing three primary barriers:

1. Information Overload: Excess options and inconsistent terminology create decision paralysis

2. System Fragmentation: Patients navigate medical and therapeutic tracks independently

3. Structural Friction: Complex scheduling, insurance verification, and intake processes cause drop-offs

Role: Strategic Analyst 

Reframed the patient experience as a customer journey to identify critical friction points and emotional blockers. Interventions addressed informational, systemic, and emotional barriers simultaneously.

Strategic Recommendations & Roadmap

• Informational Barrier – From Option to Navigator: Build pre-contact trust with educational content, guides, and transparent therapy explanations

• Systemic Barrier – From Friction to Simplicity: Streamline scheduling, insurance verification, and intake with intuitive online tools and dedicated support

• Emotional Barrier – From Stigma to Safety: Normalize help-seeking with inclusive messaging, patient testimonials, and affirming materials

Impact & Measurable Outcomes

• Reduced time-to-care from inquiry to first appointment

• Increased intake conversion rates

• Enhanced perceived provider fit

• Improved patient clarity and agency

• Strengthened referral continuity between medical and therapeutic pathways

Skills Demonstrated

Patient Experience & Journey Analysis: 

• Patient Journey Mapping

• Qualitative Research

• Behavioral Insight Translation

Strategic Planning & Roadmapping: 

• Actionable Strategies

• Healthcare-Focused Recommendations

Operational & Engagement Optimization: 

• Conversion Improvement

• Friction Reduction

• Trust-Building Interventions