About / Khyati Shah
I ask a lot of questions.
- UX Researcher
- Toronto
- Product thinker
- Qual + Quant
Hi, I’m a curious and passionate experience researcher based in Toronto, fueled by a love for uncovering patterns and solving meaningful problems.
The magic lies in those “aha!” moments — when data clicks into place, when a user’s behavior suddenly reveals a hidden insight, or when a tiny observation reshapes a product decision.
Whether I’m analyzing data, brainstorming with a team, or watching a participant do something unexpected during a test session, I’m in my element when I’m solving puzzles and connecting dots. I’m most energized when I’m making sense of complexity and helping teams see what customers need before the business does.
I bring both empathy and structure to the research process — balancing human understanding with analytical clarity, and always looking for the connection between customer experience and business impact. I do my best work in cross-functional environments where research is treated as a strategic input rather than a final checkpoint.
Outside of work
- Travel like a local
- Hiking & trekking
- Reading
- Board games
- Music
- Baking
- Dogs
- Houseplants
When I’m not diving into research, you’ll find me chasing adventures under open skies — hiking trails, breathing in mountain air, or basking in a sunset. Books keep me company in the quiet moments, fueling my curiosity and wanderlust.
“I have at least three itineraries ready, waiting for that next big journey!”
- Mixed methods✦
- Behavioral insight✦
- E-commerce✦
- Segmentation✦
- Usability testing✦
- Survey design✦
My journey so far
Sept 2024 – Feb 2025
UX Researcher
Vosyn AI
- Competitor analysis
- Landing page design
- A/B testing
- Usability testing
Jan 2024 – Dec 2024
Research Analyst Program
Humber College, Toronto
- Dean's List
- SQL
- Power BI
- Excel
- SPSS
- Data analysis
- Storytelling
- Quantitative analysis
- Survey design
June 2023 – Feb 2024
UX Researcher
Wabala Studio, Toronto
- UX audits
- Competitor analysis
- Usability testing
- User retention strategy
- Product development
Sept 2022 – Aug 2023
Interactive Media Management
George Brown College
- Dean's List
- Web design
- 3D modelling
- System design
- Media production
Aug 2021 – Aug 2022
Senior Experience Designer
Cognizant
- Scalable design system
- Wireframing
- Hi-fi prototyping
- Web portal design
Nov 2020 – April 2021
UX Researcher
User Connect Consultancy
- Competitor analysis
- Diary studies
- A/B testing
- Persona study
- Usability testing
- Data analysis
- Report writing
Feb 2019 – May 2019
Content Design Intern
Annapurna College of Film and Media
- Social media creatives
- Presentation design
July 2017 – June 2021
Experience Design — BDes
Symbiosis Institute of Design
- Best project in new-age gaming industry
- Design 101
- Principles and processes
- Human-centered design
What I bring
Behavioral Insight
Uncovering patterns, unmet needs, and decision drivers that sit beneath the surface of what customers say and do.
Structured Synthesis
Turning scattered signals into coherent narratives — making complexity legible and evidence actionable.
Cross-functional Collaboration
Working fluidly across product, design, and business to ensure research lands as a shared input, not a handoff.
Research with Business Relevance
Framing every study around decisions that matter — connecting customer experience to outcomes the business cares about.
Experience
Domain depth and seniority
- 01
Retail and e-commerce
Cross-category behavioral research in fashion, beauty, grocery, and lifestyle verticals. Deep familiarity with discovery, conversion, and repurchase dynamics.
- 02
Customer behavior and segmentation
Behavioral and attitudinal segmentation. Identifying what separates high-value customers from occasional visitors — and how platforms can serve both.
- 03
Experimentation and measurement
Designing research to complement A/B experiments. Providing the behavioral context that makes metric movements interpretable.
- 04
Product and business alignment
Connecting insight to decision. Working alongside product, design, and commercial teams to frame questions that research can actually answer.