Hi, this is Serena!

I’m a mixed-method UX/CX Researcher with a quant+qual background in psychology, finance, and data science.

I bring 4 years of experience in GenAI, VR gaming, and hardware and software products across fast-paced consulting, in-house teams, and startups.

My research philosophy is rooted in seeing users as humans, not just data points. Through observation, inquiry, and deep listening, I uncover hidden wants, needs, and emotions. By leading teams to decode user behavior, I translate insights into market-ready innovations, helping stakeholders and teams design with purpose and truly connect with their audience.

I’m skilled at developing data-driven product strategies with empathy, patience, and storytelling to drive inclusive, impactful solutions that balance business goals with user needs.

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Moving from Business to Psychology

What I do (and do well)

  • I have a Master’s in Experimental Psychology from NYU, with a focus on psycho-social consumer behavior research. My expertise include:

    • Data-driven decision making (Tableau/SQL/JMP)

    • Advanced statistical analysis (SPSS)

    • Regression and multivariate modeling (R)

    • Programming (Python)

    • Research on simulations and games for learning

    • Design thinking

    • Consumer research methods

    • Psychological effects of children’s media

    • Cognitive neuroscience

    • In-depth Interview

    • Usability Testing

    • Contextual Inquiry

    • Card Sorting

    • Competitive Analysis

    • Concept Testing

    • Statistical Analysis

    • Survey Design & Analysis,

    • A/B Testing

    • Eye-tracking

    • Ethnography

    • Journey Mapping

    • Multivariate Testing

    • Persona Development

    • Heuristic Analysis

    • Think Aloud Protocol

    • Benchmarking

    • Server Log Analysis

    • R (tidyverse, stats, caret)

    • Python (Numpy, Pandas, Matplotlib, Modeling: Linear Regression, K-means, Tree-Based)

    • SQL (PostgreSQL, MySQL)

    • SPSS, STATA

    • Google Analytics

    • Tableau, JMP

    • Qualtrics, SuveyMonk

    • UserZoom, UserInterview, UserTesting,

    • Figma, Miro, FigJam, Jira, Confluence

    • Microsoft Excel (Pivot Table, VLOOKUP, index/match, sumif)

Originally, my academic focus was Financial Modeling and Behavioral Economics during my bachelor’s degree. This foundation gave me a unique business perspective and strong quantitative analysis in the consumer research process.

What truly excited me was exploring the human behavior side of business research, like how Amazon's purchase of the Washington Post influenced investors‘ decision-making. I am particularly interested in innovative product design, which inspired me to pursue a master’s degree in Psychology and UX/CX Research, to be more involved in understanding people’s motivation and behavior.

Selected Work

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Selected Work ✴︎

Beyond research: What inspires me

Storytelling Through Lenses


My photography journey began with street photography – chasing those real, raw moments keeps me curious about the stories and people around me.

Art and Music

I’m inspired by Matisse and Giorgio Morandi, and visiting NYC galleries and museums helps me recharge and gain fresh perspectives.

As a music enthusiast, I’ve played piano and flute in a symphony since I was six, enjoying collaboration and experimenting with different sounds. I love exploring concerts and philharmonic performances with family and friends.

I Explore Cultures Through Travel

Born in Yunnan, a popular travel destination in China, I grew up in a family that loves adventure and discovery.

I’ve traveled across China and various places in Asia, the Americas, and Europe, and my NYC bucket list is growing—I’m always on the lookout for new cultures and perspectives.

I Stay Active in Nature

Hiking and mountain cycling build resilience and clarity, challenging me to stay present, adapt, and appreciate the unique details of every landscape