Punchcut: Generating Product Direction for the Next Iteration


Punchcut is a creative agency in San Francisco that brought me on as a research contractor to help deliver ethnographic research insights for a confidential client.






The client asked for help generating direction for the next iteration of an existing product.


Punchcut and the client team worked in close collaboration to arrive at data-driven insights and recommendations for the next phase of the product’s life.



Research Methods

Produce research plan and moderator guide

In-depth user interviews

Boundary concepts

Usability testing

Contextual inquiry

Synthesis workshops with client

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Let’s talk! maaloumi@gmail.com