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Malt Strategy
Nicole HabooshehNH

Nicole Haboosheh

UX Strategy & Research Leader

€637/day
London, GB
15+ years
User Research
Design Thinking
User Testing
Service Design
Team management

Average response time: 1 hour

About Nicole

I’m a seasoned UX Research leader with 20+ years of experience helping organisations make commercially focused, user-centred decisions across digital products and omni-channel services. I've led research for major brands including Sainsbury’s, Kingfisher (B&Q, Castorama), and Capital One, driving product and design strategy with high-impact, actionable insights.

Whether you need help embedding research in your product development process, leadership support to scale your research practice, or hands-on research execution, I bring a balance of rigour, pragmatism, and strategic thinking. I’m collaborative, outcome-focused, and experienced at working in complex and fast-moving environments.

I can help you with:
• Strategic UX & Research Leadership: Building teams, evolving UX & Research maturity, establishing team culture & strategy, mentoring & coaching teams
• End-to-End UX Research: From discovery to usability testing, across qual + quant methods
• Team Enablement: Coaching internal teams to run research with confidence and clarity
• Cross-Functional Collaboration: Aligning product, design, and engineering around user needs
• Short Term Projects: UX audit, rapid research, existing research consolidation

I'm open to full-time and part-time contracts or fractional roles. Let’s connect and explore how I can help.
Large Retailers
Banking and Financial Services
Digital and IT Services
E-commerce

  • English

    Native or bilingual

Can work on-site
London (up to 20km)

Experience

  • Nicole Haboosheh Consulting
    UX, Research & Strategy Consultant
    August 2024 - Today (1 year and 10 months)
    London, United Kingdom
    - Freelance UX Research and Strategy consulting, leading strategy, service design and research projects.
    Coaching User Experience Design User Research Corporate strategy Design Thinking
  • Sainsbury's
    Head of Experience Design Research
    RETAIL (LARGE RETAILERS)
    January 2022 - August 2024 (2 years and 7 months)
    London, UK
    • Developed the UX Research capability, growing the team from 2 to 8. Redefined the team vision, demonstrated value, progressed team performance through coaching, and fostered a collaborative culture.
    • Collaborated with stakeholders to proactively identify and prioritise high impact research opportunities and defined the team's roadmap.
    • Delivered multi-method, inclusive research and influenced omni-channel strategies for Sainsbury's, Argos, Habitat, Tu & Nectar customer and colleague experiences. Example projects:
    • Discovery research to build a foundational understanding of current and evolving user needs for food and general merchandise experiences, influencing concept development and roadmap.
    • Evaluated the end-to-end omnichannel Nectar Prices concept journey, identifying and influencing key improvements pre-launch.
    • Defined core CX journeys across brands and channels based on data, strategic relevance and customer experience gap, and set the foundations for ongoing customer journey measurement.
    • Defined a Research Ops strategy to improve efficiency, effectiveness, and consistency though cross functional and internal processes, templates, relevant tooling, and democratisation of tactical research.
    • Member of the CX leadership team- collaborated to develop design processes, prioritisation processes, a career framework, talent strategies, and learning opportunities.
  • Kingfisher
    Head of UX Research & Service Design
    RETAIL (LARGE RETAILERS)
    January 2019 - December 2021 (2 years and 11 months)
    London, UK
    • Established a UX Research & Service Design capability from scratch, including building and coaching a team of 10 (approval for a future structure of 13), introducing new tools and methods, defining team vision, processes, and ways of working with the business, and evangelising the value of research & design.
    • Proactively identified research and service design opportunities through close collaboration with stakeholders and defined the research roadmap. Work spanned customers and colleagues, digital and physical experiences, across B&Q and Castorama France & Poland.
    • Led a team of experts working in cross-functional agile squads, influencing the launch and optimisation of key journeys. Influenced at a senior level to drive user informed, commercially viable decisions. Example projects:
    • Discovery, co-creation and usability testing to improve the kitchen / bathroom planning & design experience. Insights influenced a complete change in product roadmap.
    • In-store research and experimentation to inform the in store digital browsing strategy.
    • Triangulation of Baymard audit, internal data, and research to identify usability priorities for development.
    • Member of Design Leadership, key in developing career framework, design processes, and team culture.
Check out Nicole's experience

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Education

  • BCOM, Marketing
    UNIVERSITY OF BRITISH COLUMBIA, SAUDER SCHOOL OF BUSINESS
    2004
    BCOM, Marketing
  • Erasmus University, Rotterdam School of Management Exchange Programme
    2003

Skill set

Coaching
Qualitative Research
Quantitative Research
Strategic planning
User Experience Design
Storytelling
Corporate strategy

Categories