Statisics
Behavioral Science
Product Decisions

Hi, I'm Graham MacIsaac Smith, Mixed Methods UX Researcher.



I bridge numbers and narratives
to build products that work.

Headshot

NYC-based UX researcher with 5+ years of experience. I have a background in applied statistics and specialize in fast, end-to-end research on complex enterprise and consumer products.

See examples of my work below, and more here: >Github, >Dribbble, >Linkedin, >Resume.



Spectrum Logo Verizon Logo Akitra Logo
Case study 1 (frankensteins dashboard) image
Case Study / Spectrum

Frankenstein's Dashboard


Evaluative Mixed Methods Sales Tools

Evaluated a mission-critical sales dashboard. Used interviews, contextual inquiry, and usage data to surface gaps in feature reliability and value in a prioritized redesign.

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Case study (Automated Onboarding) image
Case Study / Akitra

Onboarding Faceplant


Evaluative Mixed Methods AI

A startup was wasting enormous amounts of time bringing on new customers. I spoke to users and analyzed support metrics to reimagine their onboarding from the ground up.

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Case study (What's with Mobile?) image
Case Study / Verizon

The Invisible Telephone


Evaluative Qualitative Mobile

A popular system for managing SaaS products had an expensive mobile version with no users. I dug into workflow issues with customers to figure out what was going wrong.

>Contact Me

Case study 4 (How does this work, anyway?) image
Case Study / Spectrum

Generative Large-Scale Engineering Tool

New Foundations


An internal app with 20k active users was rebuilt. I spoke to hundreds of users, ran surveys, and travelled to 3 states to build a foundational usage model for high level stakeholders.

>Contact Me

Case study 5 (Transit Trouble) image
Case Study / Seamless Bay Area

Market Research Social Media Quantitative

Transit Trouble



An SF Bay Area nonprofit wanted to know what aspects of their messaging was working. I analyzed years of Twitter data to help them understand their audience.

>Contact Me

Case study 6 (agents and airplanes ) image
Article / The Decision Lab

Behavioral Science Desk Research

Agents and Airplanes



We dont have to imagine users only in the abstract. When seen as unique individuals we can build adaptive, predictive models for human behavior.

>Read More

NYC Subway Diagram
As a diehard New Yorker, I'm a big advocate for public transit, walkable cities, and urbanism generally.

I've done a lot of volunteering for public transit advocacy groups, and am on a personal mission to visit every MTA station. Vive la subway!
I have a lifelong passion for all kinds of tabletop gaming, in the spirit of both collaborative storytelling and as usability design. I'm also in the process of writing a few games, keep an eye out on itch.io!
Picture of the board game Parks
Dog Photo
I spend as much time as possible in the garden with my labradoodle, Figma. In defense of the name, he is an excellent companion for brainstorming and sketching out ideas.
Contact me at Graham.MacIsaac09@gmail.com

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