Keren Toledano

About Keren Toledano

With an “anything is possible” mindset, I research and design experiences (digital, physical) through a user-centric, mixed-methods approach. I believe that attentive listening creates real, tangible value. I have facilitated research and crafted UX for products and prototypes at Amtrak, Etsy, Shopify POS, Shopify Inbox, Comcast Business, Netflix, Merck, Columbia University, University of Pennsylvania, The Olympics, The Moth, AT & T, and more. I work across all phases of the product lifecycle (and pre-product)!

Experience

1. Principal Experience Researcher

   Amtrak

   May 2023 — Present

   I lead research across three enterprise value streams: Communications, Onboard & In‑Station Experience, and Food & Beverage. I support and shape an Agile Team‑of‑Teams model across a complex product portfolio that spans in‑station and onboard experiences, five business units, and a mix of digital, physical, and operational systems. My work focuses on defining baseline success metrics, establishing and prioritizing research‑driven themes, conducting generative and evaluative research, and informing strategy for hundreds of stakeholders across the organization.I study how passengers and frontline employees interact with trains, stations, and the systems that support them. Through mixed‑methods research, I help guide business and product direction—mapping journeys, testing concepts, identifying systemic pain points, and translating insights into clear, actionable decisions.My domain includes digital signage and wayfinding, special service request fulfillment, food & beverage systems (POS and equipment), onboard communications and displays, and employee support and operational tools. Across all work, my goal is to advance safe, seamless, and human‑centered travel experiences at scale.

Education

• Columbia University

  M.A., Arts Administration

  2009 — 2011

• The George Washington University

  B.A., American Studies

  2005 — 2009

Skills

• Social Media
• Social Media Marketing
• Nonprofits
• Digital Marketing
• Google Analytics
• Advertising
• User Experience
• Marketing
• Blogging
• Integrated Marketing
• Information Architecture
• Research
• Marketing Strategy
• SEO
• Business Strategy
• Event Management
• Swot Analysis
• Email Marketing
• Editing
• Copywriting
• Content Strategy
• Market Research
• User Research
• Usability Testing
• Remote User Testing
• Pitch Development
• Interaction Design
• User Interface Design
• Strategy
• User Experience Design