Hi, I’m Christina Tan 👋
Lead User Researcher | Research Operations | Mentor
I’ve spent 15 years partnering with international organisations to embed user needs in product development and level up their UX research practices.
My work has given me the opportunity to pioneer research roles, work as both a vertical and horizontal researcher, and consult clients. This experience has equipped me to lead research from discovery through to design evaluation, investigate complex questions, test assumptions and build shared direction across multidisciplinary teams.
How, you might ask?
By adapting how I work to meet the teams’ needs. Trusted to use authority when needed and taking considered risks to ensure insights are seen, heard and acted upon. This is where challenge turns into meaningful progress.
To make research stick, I co-create practical frameworks that break down silos, bring users and decision makers together, and scale sustainable Research Operations.
I don’t just deliver insights and fix research processes… I instil confidence in teams and help them avoid costly mistakes.
Today, I specialise in complex B2B environments, applying the same strategic leadership to agencies and B2C products and experiences.
I uncover the why. Together, we trigger how.
>75%
Insights influenced product decisions
2
ResearchOps function built from scratch
5
Orgs with improved research processes
100+
Colleagues & ADPList mentees mentored
How I can help
Map users need to organisations goals
Explore the tensions between user needs and organisational priorities by uncovering the behaviours and motivations shaping people’s experiences, and identify opportunities that advance your mission.
Methods include interviews, focus groups, usability testing, contextual inquiry, observation, ethnography, card sorting, tree testing, surveys, intercept polls, diary studies, guerrilla research, rolling research, data analytics, heat mapping, eye tracking.
Note: Currently exploring AI-assisted research methods.
Prioritise confident decision-making
Turn research insight into shared understanding, helping multidisciplinary teams align, prioritise, and move forward with confidence.
Approaches include Voice of the User programme, Investigator framework, participatory workshops, co-design sessions, personas, journey maps, Jobs-to-Be-Done, mental models.
Scale efficient research capabilities
Build sustainable Research Operations that make high-quality research easier to deliver, govern, share, and reuse across teams.
Solutions include participant panels, AI-enabled tools and workflows, searchable research repositories, data governance, and practical playbooks.
Measure research impact
Connect research to measurable changes in decisions, experiences, and customer satisfaction, not just completed studies.
Methods include experimentation frameworks developed with Data Analytics, post-launch monitoring, and pulse surveys.
Prioritising user needs no one can ignore.
Leading change through user research.
Prioritising user needs no one can ignore. Leading change through user research.
Featured projects
How I gave 11 markets One Voice
Building a ‘Voice of the User’ research programme that turned fragmented user feedback into Group-level action.
How I informed a multi-year fundraising roadmap
Connecting generative research with competitive analysis to help a 10-year old platform fundraise more effortlessly.
How I made AI research more inclusive
Using guerrilla testing to reach underrepresented students and uncover surprising insights.
How I made research into a team sport
Proving how collaboration builds confidence, prevents wrong turns, and makes research stick.