Erica Parra
UX Research Leader, Omnichannel @ Discount Tire | MBA
- Role
- Assistant Manager, Ux Research at Discount Tire
- Location
- Phoenix, AZ, US
- LinkedIn followers
- 500 followers
About Erica Parra
With over fifteen years of experience in developing and implementing UX and VOC research, conducting post-study data analysis, and collaborating closely with cross-functional teams, I am a dedicated and results-driven mixed-methods research leader. My focus is on improving customer satisfaction through data-driven solutioning, translating findings into actionable insights, and providing recommendations to drive business decisions and new product strategy.Culture and growth-oriented leader with proven strength in developing, leading and growing both UXR and Market Research teams with measurable, actionable insights.Robust understanding of qualitative and quantitative research methodologies: I possess a comprehensive knowledge of qualitative and quantitative research methods, enabling me to design studies that capture valuable user insights.Design thinking, journey mapping, card sorting activities, tree testing, in-depth interviews, and usability testing: I am skilled in utilizing various research techniques to uncover user needs, pain points, and preferences, facilitating the creation of seamless and intuitive user experiences.Proficient in traditional quantitative research: I am well-versed in survey design and methodology, SPSS, and sentiment analysis, equipping me with the tools to analyze and interpret data for evidence-based decision-making.
Experience
Assistant Manager, Ux Research
Jun 2024 — Present · Phoenix, AZ, US
Building and leading the UX research strategy for the Discount Tire Omnichannel team.• Managing and coordinating all UX research studies while prioritizing outcomes and customer experienceopportunities.• Keeping senior leadership in the know by guiding strategic decisions and customer-informed priorities.• Upskilling and mentoring researchers and designers to build a stronger team.• Increased the reach of insights through innovative reporting.• Advocating for both in-store and digital opportunities from the customer’s perspective.
Education
W. P. Carey School of Business – Arizona State University
Bachelor of Science, Business
2006 — 2011
Colorado State University
Master of Business Administration (M.B.A.)
2014 — 2016
University of California, Berkeley
Professional Program in User Experience Design
2020 — 2021
Find verified contacts for anyone on LinkedIn
Unifers gives sales teams verified emails and direct dials, enriched profiles, and outreach that lands in the inbox.
Free plan included · No credit card required
This profile is compiled from publicly available professional sources. Unifers is not affiliated with or endorsed by LinkedIn. Request removal of this profile.