Case study · UX research ops
Methodological and engineering leadership across two high-impact initiatives for SESC DF: an in-depth UX Research Ops study triangulating Playwright automated journeys with 10 assisted Think Aloud usability sessions consolidated into an executive webapp; and the gamified web application 'Missão SESC — Desafio Nova Sede', engineered with Next.js and Firebase for employee engagement and training.
Understand the UX bottlenecks of SESC DF’s website to guide its redesign. The most interesting part was using AI and Python to read the session recordings, summarize them and cross-reference the points that mattered to the research.
Deep journey automation via Playwright (anonymous and authenticated flows with 60+ interactions and 80+ screenshots) combined with 10 moderated Think Aloud sessions across desktop and mobile to expose structural adoption barriers.
Audio transcription with Whisper, strict ethics/LGPD anonymization (P01–P10), and mapping 29 prioritized findings with direct video timestamps, friction quotes, and root-cause analysis.
Interactive private dashboard engineered for SESC-DF leadership, featuring Voice of Friction vocabulary analytics, device cross-filtering (desktop vs. mobile), and single-click access to primary evidence.
Gamified web application built with Next.js, React 19 and Firebase, featuring corporate-restricted auth (@sescdf.com.br), weekly quest tracks, quiz mechanics, hearts, live leaderboards, and an admin CMS for content curation.