Our team conducted three UX research projects. In the first project, we explored extending Nook Café’s evening hours to include alcoholic beverages, analyzing market size based on student and faculty populations over the next three years, as well as the costs of diversification and revenue projections. In the second project, we recommended that Merci’s, a luxury clothing online store, conduct two rounds of interviews to understand why customers browse but do not complete purchases. We developed three personas representing our sample groups and used them to create a wireframe addressing key pain points. In the third, we assisted Amour Beauty Box in identifying the reasons behind declining membership sign-ups, proposing a 20-day A/B test experiment by repositioning the 'Join Now' button on their website’s homepage.