This portfolio showcases three UX research projects conducted by Team Good Energy. In Project 1, we assessed market demand, competition, and feasibility for a campus café-bar hybrid, recommending an expansion into alcohol service and extended hours. In Project 2, we investigated why users abandon bookings on a hotel website, using surveys, interviews, and usability tests to identify friction points and propose solutions. In Project 3, we explored membership churn at a subscription-based beauty company through survey research and an A/B test. We identified key churn drivers and demonstrated how improved perks could boost retention. Across all three projects, we employed mixed-methods approaches, translated findings into actionable recommendations, and delivered clear strategies to inform business decisions.