Drew Hopkins UXR DIRECTOR & CONSULTANT
Research that moves strategy forward.
From leading medical service teams to building research functions, my operational background taught me to invent creative and efficient frameworks; under pressure, zero-to-one and at scale.
I've led research across a global Fortune 500, a fintech start-up, and digital consultancy; shaping product decisions for millions of users through strategic systems and AI-native workflows.

Highlights from my 4-year tenure at SMBC
$0→$4B
in assets, guided by research-driven product strategy
My roleResearch defined our target customer and shaped the MVP features we launched with.
0→250K
customers acquired through research-informed brand and marketing funnels
My roleResearch informed our brand direction, messaging, adverts, and acquisition funnels.
13x
weekly acquisition of our wealth management tool
My roleOversaw the discovery and testing that redesigned its onboarding, which also lifted savings account sign-ups through that channel by 35%.
Previous work
Featured Projects
Start here
Jenius Bank · SMBC
Building a research function from zero
SMBC's new U.S. digital bank had no research function. I built research from scratch: the team, the playbooks, intake, and the impact tracking that tied research to product strategy.
- Director, Research & Innovation
- Team of 6
- 4 years
- Strategy & operations
Read the case study →

Jenius Bank · SMBC
Defining a new digital bank
Leadership had bet the launch on "high earners, not rich yet" and "personalized insights" without clear definitions. My research showed family structure and mindsets drove needs, then took the team to two tested MVP features.
- Lead researcher
- 1 year
- Mixed methods
- Discovery to MVP
Read the case study →

FIS Global
Redesigning financial services
As the sole researcher on FIS's Digital Banking Accelerator, I guided a modernized banking platform to launch. The testing and iteration framework I built became a sellable package for FIS to other clients.
- Sole researcher
- ~6 months
- Card sorting · Usability testing
- B2B
Read the case study →
How I grow teams
Elevating Leadership
Three promotions out of the six researchers I managed, each with a different path.
New researcher→Associate
Building confidence first
This researcher was new and unsure of themselves presenting. I started with direct feedback, recognized their progress in front of stakeholders, then stepped back as they grew.
Associate→Senior
Strategic calls and challenging stakeholders
This researcher's craft was already strong. I helped them set direction, let them lead, and backed their judgment when stakeholders pushed back.
Staff→VP
Handing over real territory
This researcher was a seasoned partner. I handed them real parts of my role: a cross-functional redesign, vendor management, and our impact tracker.
In their words
What it's like to work together
Thought leadership
Frameworks & AI Strategies
AI is moving faster than most organizations can absorb it. These are my working notes, frameworks, observations, and hard-won lessons from integrating AI into real research functions at scale.

Tool
AI Research Scoping Skill
A 10-minute AI intake that helps PMs, designers and marketers pressure-test an idea and get a recommended research method.
Read more →

Framework
AI Research Democratization
AI makes research more accessible to non-research teams than ever, and more dangerous. The enemy isn't AI, it's complacency.

Field note
AI Automation: Ops and Logistics
About 40% of my last role was intake, compliance and logistics. Automating it frees researchers for the creative, strategic work.

Point of view
Synthetic Users
Digital twins get a lot of attention. My take: right now they're no better than a well-crafted prompt.
Open to new opportunities
Let's work together
UX Research Director · Head of Research · AI Strategy, remote or relocating