Shelley Endicott

UX Researcher, open to remote roles

I find out what people actually do, and what the data can actually prove.

I lead UX research across about 22 telecom, satellite, and home security brands. I pair interviews and usability studies with A/B test and behavior data, so teams know what people do and how much the evidence can support.

See my workResume
Shelley Endicott
22brands I research for
4marketing teams I support
69people in my latest study
3full persona and journey sets shipped

Selected work

Four case studies. Each one shows what I did, what the evidence says, and where it runs out.

  1. Interviews + preference study

    What streamers actually want

    Found the problem people most wanted solved, and that the logo options weren't telling people what the product did.

    69 peopleand 5 interviews for a new product
    Read case study
  2. A/B testing

    Same change, two results

    The same change showed a positive signal on desktop and no measurable movement on mobile. The difference exposed a bigger lesson about how we design and read experiments.

    Same changetwo very different results
    Read case study
  3. Research operations

    A research system for 22 brands

    No research practice existed when I started. I built one: personas, journey maps, and friction lists, with every claim tied to a source.

    22 brandsfour marketing teams
    Read case study
  4. Test integrity

    When the test data can't tell the whole story

    Several live A/B tests depended on a shared system that determined whether visitors saw the business-hours or after-hours experience. An outage and an outdated hours configuration introduced a test-integrity risk the existing readouts weren't accounting for.

    2 faultsMultiple live tests at risk
    Read case study

How I work

Every finding I hand a team says where it came from and how much weight it can hold. If something isn't in the data, I say so instead of filling the gap. Teams make better calls when they know which parts are solid.

Before research I spent years as a personal trainer and nutrition coach and worked in the medical field. Both taught me to watch what people do, which is often different from what they say.

I'm finishing a BS in Human Experience Design and Interaction at Utah State University, expected 2027.

Methods

User interviewsUsability testingSurveysPreference testsFirst-impression testsHeuristic reviewA/B testingFunnel analysisPersonasJourney maps

Tools

LyssnaVWOLookerGA4Microsoft ClarityFigmaFigJamConfluenceJira

Let's talk research.

Open to UX research roles, fully remote.

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