Linda Virtue

Understanding what stands between people and possibility.

I’m Linda Virtue, a UX researcher and strategist based in the New York metro area. I investigate the gap between what organizations believe people need and what people actually experience, uncovering insights that challenge assumptions and shape better products, services, and decisions.

Through interviews, surveys, usability testing, and synthesis, I turn what people say and do into evidence teams can act on. At General Assembly, I spent more than two years helping over 200 aspiring designers look beyond the obvious, ask better questions, and understand the people behind the products.

Available for contract research and strategy work

Recent Projects

  1. 01

    AdoptureFormerly GemStack AIContract via I’n’I Design2026

    Turning AI Complexity into Clarity

    Adopture helps organizations navigate AI adoption, but its website wasn’t communicating the value of that journey. Through stakeholder interviews, competitive analysis, and collaborative workshops, I examined the gap between what the company offered and how it presented itself to prospective customers.

    The research revealed a positioning opportunity: instead of leading with compliance risks and technical complexity, Adopture could tell a more compelling story about what successful AI adoption makes possible for leaders and employees. That shift became the foundation for a clearer value proposition, messaging strategy, and information architecture.

    I translated those insights into the visual direction and content for a nine-page website and brand system. Throughout the project, I used Claude and ChatGPT to accelerate competitive analysis, explore messaging directions, and support design and development, allowing me to move from discovery to delivery as a solo strategist while keeping human judgment at the center of the work.

    See the transformation
    Before · GemStack AIThe original GemStack AI site: dark purple design with a dense headline about AI governance for RIAs and three comparison cards about SEC compliance.
    After · AdoptureThe redesigned Adopture homepage: warm, light design with a photo of people collaborating and the headline Give your people space to think.
    The original site led with compliance risk and spoke to one narrow audience. The redesign leads with people, showing leadership and employees what AI adoption gives them.
    Read my field notes: The Exhale
    • Discovery
    • Competitive Analysis
    • Workshops
    • Messaging
    • Information Architecture
    • Brand Strategy
    • AI-Assisted Design
  2. 02

    MyRekord by DoktoLead Product Designer and Strategist2025

    Uncovering the Barriers to Connected Healthcare

    In Nigeria, fragmented health records and disconnected communication can make navigating healthcare difficult for patients and providers alike. I led discovery for MyRekord, a proposed digital health platform, conducting 12 interviews across patients, doctors, nurses, and administrators, supported by surveys and market research.

    By examining healthcare experiences from different perspectives, I uncovered how challenges faced by one group often affected another. What appeared to be separate frustrations pointed to shared gaps in how information moved between patients, clinicians, and care teams. These connections helped establish priorities for a more coordinated healthcare experience.

    Through affinity mapping, journey mapping, and workflow analysis, I translated those findings into priorities for the MVP’s information architecture, core features, and prototypes. I then facilitated collaborative design studios and conducted iterative usability testing with seven participants, using their feedback to refine the proposed experience and present recommendations to stakeholders.

    Explore how the research shaped the MVP

    “I use WhatsApp, audio calls. Then I use SMS texts, then also email. Then I need to discuss with my team, I also discuss with my patients in person too. It’s a lot in a lot of places.”

    Nurse R, user interview

    Scroll horizontally to explore

    From insight to MVP: doctors and patients described the same problems from opposite sides, so each shared need became a must-have feature.
    Doctors told usPatients told usMust-have feature
    No easy, secure access to patient recordsRecords are limited and expensive to getPatient records and test results, connected to labs, hospitals, and clinics
    Patient communication needs to improveHard to reach their health teamSecure messaging
    Routine tasks need automatingWant a tool to manage their own healthAppointment scheduling and management
    No consolidated systemWorried about security and privacyOne dashboard with secure sign-in
    • Discovery
    • Interviews
    • Surveys
    • Competitive Research
    • Synthesis
    • Journey Mapping
    • Design Studios
    • Prototyping
    • Usability Testing
  3. 03

    Peach MindfulnessUX Researcher and Content Strategist2021

    Finding the Audience Behind the Opportunity

    Peach Mindfulness delivers guided meditation through text messages, helping people build a daily practice without downloading another app. But there was a disconnect between the audience the founder was marketing to and the people most likely to find value in the product.

    Through user research, I discovered that Peach’s strongest audience opportunity was an older demographic, while its existing marketing was designed to appeal to a much younger generation.

    This finding reshaped the company’s understanding of its target audience and gave the founder a stronger foundation for making marketing and investment decisions. I translated the insights into a more focused value proposition, website messaging, and content strategy, and collaborated with marketing agencies to better align outreach with the people Peach was positioned to serve.

    Explore the research discussion guide
    Research Artifact

    User Interview Discussion Guide

    Peach Mindfulness · Moderated User Interviews · 2021

    Research objective

    Understand how prospective users perceive Peach Mindfulness, what challenges they face in maintaining a meditation practice, and whether the product’s value proposition resonates with their needs.

    The research ultimately revealed an important disconnect: the company’s marketing was directed toward a younger audience, while an older demographic emerged as a more promising audience for the product.

    1. First Impressions & Comprehension

      Understanding how people interpret the product’s value without guidance.

      Task

      Spend 5–7 minutes exploring the Peach Mindfulness landing page, as though you’ve just discovered it.

      Selected questions
      • What two or three words come to mind after exploring the page?
      • In your own words, what does Peach Mindfulness offer?
      • What feels different about Peach compared with other meditation services?
      • What questions or concerns do you still have?
    2. Behaviors, Needs & Barriers

      Exploring participants’ existing meditation habits and unmet needs.

      Selected questions
      • Thinking about the past 30 days, what challenges have you experienced with your meditation practice?
      • What have you tried to overcome those challenges?
      • What has worked, and what hasn’t?
      • Are there any obstacles you haven’t found a solution for?
    3. Content & Value Proposition

      Evaluating whether the website communicates the benefits that matter to prospective users.

      Selected questions
      • Which parts of the page resonate most with you? Why?
      • Is there anything you find confusing or unclear?
      • What feels most valuable about the offering?
      • What information would help you better understand whether Peach is right for you?
    4. Motivation & Willingness to Pay

      Understanding perceived value and what might influence adoption.

      Selected questions
      • How might Peach fit into your existing routine?
      • How much of a priority is improving your meditation practice?
      • What would influence your decision to continue after a free trial?
      • How would you evaluate a monthly subscription priced at $9.99?
    What the research revealed

    The audience wasn’t who the founder expected.

    Research surfaced a disconnect between the younger audience Peach’s marketing was designed to attract and an older demographic that showed stronger potential interest in its offering.

    This insight helped redirect the company’s marketing strategy, informing more relevant messaging, audience targeting, and decisions about where to invest resources.

    • User Research
    • Audience Discovery
    • Value Proposition
    • Content Strategy
    • Marketing Strategy
    • Stakeholder Collaboration
  4. 04

    Koya Inc.UX Designer2021

    Earning Trust Before Asking for It

    Koya turns digital messages into real-world acts of kindness. Users can record a personal message, attach a small gift, and leave it at a meaningful location for someone to discover. But before experiencing that value, they were asked to share their location, connect accounts, and grant permissions.

    Working in a team of four, we investigated the onboarding experience through user interviews, surveys, competitive analysis, and usability testing. Research with ten participants aged 16–35 revealed a critical disconnect: people were excited by Koya’s concept but became hesitant when asked to share personal information without understanding why it was necessary.

    That finding changed our approach. Rather than asking for trust upfront, we redesigned onboarding to earn it gradually. An illustrated carousel introduced Koya’s value before sign-up, while permission requests moved to the moments when users needed them.

    In usability testing, the revised experience improved task success from 20% to 50%, reduced average completion time from 7:16 to 3:50, and increased ease ratings from 3 to 4.6 out of 5. Alongside the research and design work, I managed the client relationship, keeping the founders aligned on findings, scope, and decisions.

    Explore the journey map

    Scroll horizontally to explore

    Ava's emotional journey through Koya onboarding Ava starts excited at sign-up, drops to her lowest point when Koya asks for her contacts and location, and recovers once she creates her first Koya. Sign up Introduction Permissions First Koya Excited Doubtful “I’m so excited to see how I can use this app for my guy!” “Why do I have to connect ALL my contacts?” “I wonder if I can trust this app with my location?” “This is really sweet!”
    Ava’s journey, redrawn from our journey map. Her excitement drops when Koya asks for contacts and location without explaining why, which pointed the redesign at trust and context.
    Original journey map · Koya, 2021
    Journey map for Ava, Koya's persona, across sign-up, introduction, permissions, and sending a first Koya. Her emotional curve drops sharply when the app asks for contacts and location, then recovers as she creates her first Koya.
    • Mobile
    • Qualitative Research
    • Interviews
    • Surveys
    • Personas
    • Journey Mapping
    • Design Studio
    • Onboarding
    • UI Design
    • Usability Metrics
    • Client Management
  5. 05

    General AssemblyUX Design Instructor Associate2022–2024

    From Research Methods to Real-World Practice

    For more than two years at General Assembly, I taught UX research and human-centered design to 200+ students across eight cohorts, guiding approximately 48 client-sponsored projects from initial discovery through design and validation.

    My role extended beyond the classroom. I helped emerging designers learn to ask better questions, make sense of research, navigate real client relationships, and turn evidence into solutions they could confidently present and defend.

    • Research and design leadershipTaught interviewing, usability testing, synthesis, journey mapping, and design thinking as an integrated process, helping students connect research findings to design decisions and validation.
    • Product and stakeholder managementManaged relationships with project clients and coached student teams in product management, including defining scope, managing timelines, communicating with stakeholders, and presenting recommendations.
    • Facilitation and cross-functional collaborationGuided team decision-making, coached students in research storytelling and public speaking, and brought in guest engineers and taught developer handoff practices to help bridge the gap between design and implementation.
    • UX Research Instruction
    • Design Thinking
    • Research Planning
    • Synthesis
    • Product Management
    • Stakeholder Engagement
    • Facilitation
    • Coaching

Approach

Start with questions. Follow the evidence. Shape solutions together. Test what works.

The methods change with the problem, and the process evolves with what we learn.

  1. Understand the problem

    Interviews · Surveys · Competitive and market research · Regulatory research

    MyRekord: Research with clinicians, administrators, and patients across four Nigerian cities uncovered barriers to accessing records and coordinating care.

  2. Find the patterns

    Affinity mapping · Personas · Journey mapping · Workflow analysis

    Koya: Journey mapping revealed where excitement turned into hesitation: when users were asked to share personal information before understanding why.

  3. Shape the direction

    Workshops · Design studios · Information architecture · Prototyping

    Adopture: Collaborative workshops helped translate research findings into clearer positioning and a more accessible story about AI adoption.

  4. Test and refine

    Usability testing · Success metrics · Stakeholder presentations · Design handoff

    Koya: Testing showed task success improving from 20% to 50%, while average completion time fell by nearly half.

Research & Design
Figma · Miro · UserTesting · Optimal Workshop · Google Analytics
Collaboration & Delivery
Notion · Jira · Slack · Google Workspace
AI-Assisted Workflows
Claude · ChatGPT

Education

Contact

Have a question about the people you’re trying to reach?

Whether you’re exploring a new idea, trying to understand where an experience breaks down, or looking for clarity in what your research is telling you, I’d love to hear about it.

Connect on LinkedIn