Build Successful 0-1 Products
through Impactful Research

We empower startups with UX research expertise, supporting your milestones and growth from seed funding through Series B and beyond.  

Example topics:

  • Identify product growth and scaling opportunities

  • Improve user experience and product-market fit

  • Define product direction, MVP, and prioritization

  • Set up user research tooling and best practice guidance

We leverage a diverse array of research methods to design effective learning plans that align with each stage of your product development cycle.

Generative and evaluative methods:

Consumer trends & foresight, interview, diary study, journey mapping, user persona, JTBD, design heuristics, market & competitive research, concept evaluation, prototype testing, survey, data triangulation, usability, UX KPI

We offer targeted expertise, customized research support, and flexible engagement models to match your specific needs.

Engagement process:

1. Initial Conversation

For new clients, we begin with an introductory video call to to discuss your needs and determine if we're the right fit for your product and team.

2. Engagement Proposal

In a follow-up conversation, we’ll dive deeper into your product and research needs, after which we’ll create a tailored proposal for your review.

3. Partnership Launch

Once we’ve aligned on the scope of work and finalized the contract, we’ll begin executing on your research objectives.

We are invested in the success of your venture - your product, team, and customers.

Where we came from:

Hi, I’m Ashley Li, the owner and principal researcher at Creative Potential UX.

I'm a UX leader with 12 years of UX and design research expertise, preceded by 4 years in SaaS enterprise product consulting. With a proven track record of building impactful research practices and teams, I've helped organizations ranging from early-stage startups to tech giants develop successful products.

In 2023, I transitioned from managing Meta's VR research team to focus on empowering startups. I thrive on crafting strategic solutions for complex problems, especially in ambiguous product areas leveraging emerging technologies. Drawing from my experience with both successful and failed product initiatives across companies, I help teams mitigate risks and create products that truly resonate with users.

Beyond research, I also serve as a leadership and career coach, helping creative professionals and entrepreneurs turn uncertainties into growth opportunities.

I look forward to connecting with you.