Hayley Obrien
Head of Ux Research & Customer Insights @Zipcar
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WORK HISTORY
Head of Ux Research & Customer Insights @Zipcar
Boston, MA, US
Built and established the UX Research & Customer Insights team at Zipcar, embedding insights into the product lifecycle and increasing experimentation throughput by 50%• Led end-to-end discovery, concept testing, and post-launch research for Zipcar’s first rewards program, grounding incentives, program design, and messaging in the member experience• Communicated insights through monthly presentations to the leadership team and arecurring company-wide ‘Research Digest,’ driving experience improvement thatcontributed to a 30+ point increase in NPS• Created an AI-enabled insights ecosystem that integrates research insights, NPS, andbehavioral data, strengthening synthesis while surfacing the voice of the
EDUCATION
Stonehill College
Bachelor of Arts (B.A.), Psychology
Boston College
Master of Arts (M.A.), Psychology
ABOUT HAYLEY OBRIEN
Seasoned research leader with 12+ years of experience shaping how organizations connect deep customer understanding to product direction and company strategy. I translate complex qualitative and quantitative signals into clear, actionable priorities grounded in empathy. My leadership centers on collaboration, curiosity, and storytelling, elevating research as a trusted strategic partner across product development and company decision-making.
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