Helping teams understand people, make better decisions, and build what matters.

Hi, I’m Fariha — a Senior UX Researcher with a background in Computer Science and Human-Computer Interaction. I use mixed-methods research to help product teams understand how people think, behave, and make decisions in complex spaces like AI, behavioral health, logistics, and enterprise SaaS.

View selected case studies
Portrait of Fariha Khan Burwell

Selected companies

Google Wing CAFU Jisr PRYPCO Sunflower

Industries researched

AI & visual search Behavioral health Enterprise SaaS · HR & payroll Autonomous delivery & logistics On-demand consumer services Real estate & proptech

What I bring

Scaling research functions

Built and scaled research practices — including intake systems, research operations, and stakeholder partnerships that embedded research into product decision-making.

Navigating ambiguity

Led research across AI-powered search, autonomous delivery, enterprise SaaS, and behavioral health — bringing clarity to complex, uncertain product spaces.

Driving product strategy

Turned research into measurable product outcomes by influencing roadmap decisions, improving conversion and retention, and reducing implementation risk.

Selected Work

  • Collage of images showing people working and collaborating in a modern office or coworking space, with whiteboards, sticky notes, laptops, and casual seating areas, outside views through large windows, and the Starbucks logo on the exterior of a building.

    Building Research Functions That Earn Trust

    CAFU + Jisr · Research Ops · Org Building

    Across CAFU and Jisr, I built one UX Research practice from the ground up and scaled another — creating intake, recruitment, enablement, and stakeholder rituals that made research easier to request, run, and use.

  • Six wireframe images of navigation side panels for different versions of dropdown menus.

    Rebuilding IA for an Enterprise HR Platform

    Jisr · B2B HR SaaS · Information Architecture

    At Jisr, I led a two-phase IA study across usability testing, tree testing, and card sorting — reorganizing Settings around admin mental models and supporting a migration to 10K+ users with a 0.73% reversion rate.

  • Screenshot of a webpage discussing a new feature called 'multisearch' by Google, showing search result images of women's dresses.

    Shaping Google Lens Multisearch

    Google Lens · AI / Visual Search · Concept Research

    At Google, I led an inaugural 3-week concept study on Multisearch — testing how people understood searching with text and images together, and shaping discoverability, onboarding, and launch focus ahead of public release.

  • A CAFU service provider steam-cleans a white Jeep parked outside a residential building, with sunlight and steam filling the scene.

    Diagnosing Car Wash Churn

    CAFU · Consumer Services · Retention

    At CAFU, I led a two-month mixed-methods study into why first-time car wash users churned — combining interviews, survey data, and field benchmarking to inform product, pricing, and service changes that contributed to a 5% retention lift.

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What colleagues say

  • "Our new app would be nowhere near as refined without her. She continues to raise the bar in finding new ways to extract valuable insights that will impact our customers for the better."

    — George Gliddon, Head of Product Design, CAFU

  • "Her insights not only improved our outcomes but also brought clarity to a diverse range of opinions from internal stakeholders. She combines deep expertise with a highly collaborative approach."

    — Alexay Pustotin, Product Manager, CAFU

A woman standing at a counter with laptops and a large screen behind her, displaying a presentation about a UX researcher named Fariha.

Let’s work together.

I partner with product teams, founders, and growing organizations to turn ambiguous questions into research-backed decisions — whether that means leading a study, shaping product strategy, or strengthening how a team learns from its users.

Get in touch