UX Research Portfolio
Exploring how people navigate trust, mobility, communication, and financial systems in everyday life.
I'm Duaa Gettani, a mixed-methods UX researcher with 10+ years of experience shaping product strategy at Meta (WhatsApp), Block (Square), Lyft, and Google. My work focuses on helping teams understand complex human behavior in high-impact systems spanning banking, mobility, messaging, and identity.
Sharing research thinking on stages that bring together product and design leaders.
In-Person Panel Discussion
Paneled at UXDX Community San Francisco discussing how AI is reshaping UX research — helping researchers prove business value, align with stakeholders, and maintain rigour as research becomes more democratised.
View session ↗Continuous Research · Main Stage
Explored how UX capabilities evolve as companies mature — demonstrating the approaches used to build out the UX function at Square, coordinate across disciplines, and optimise outcomes for product teams at scale.
View profile ↗Continuous Research · Main Stage
Panel discussion examining how to support decentralised UX researchers embedded in product teams — ensuring researchers have the support they need given the diverse skills modern research demands.
View profile ↗Virtual Conference
Invited speaker at the ELEVATE Virtual Conference, sharing expertise on career navigation and research practice within the tech industry.
Selected projects spanning product strategy, concept testing, and generative research.
Block · Square
Many small businesses fell outside Square's traditional lending model despite active payment volume. I led discovery research on alternative lending approaches designed to better support sellers with varying cash flow patterns.
Lyft
Fast Match was Lyft's dedicated airport pickup experience. I researched how to reduce uncertainty and cancellations without surfacing raw ETAs — fieldwork across three major airports.
Meta · WhatsApp
Low-information business profiles suppress the monetization funnel. I led research to understand what trust signals prompt consumers to send that first message — the critical conversion event.
Block · Square
Sellers evolve from sole proprietors to LLCs and corporations — but Square had no path to support that transition. I led foundational research to inform the design of an Identity Dashboard.
Graduate research at UC Davis exploring sustainable transportation policy at a global scale.
University of California, Davis · MS Transportation, Technology and Policy
Analysed how transit investments improve mobility across income groups and reduce urban greenhouse gas emissions in the MENA region. Evaluated regional fuel and electricity trends, including the impact of subsidies and tax policies on transportation decisions.
UC Davis Institute of Transportation Studies
Co-authored with Lewis Fulton and Rosaria Berliner. Examined modal shift potential across urban passenger transport systems globally, with implications for emissions reduction and sustainable mobility planning.
A decade of practice across research methods, operations, and emerging AI-powered workflows.
I'm always open to connecting with researchers, product leaders, and teams working on meaningful problems.