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Malt Strategy
Miwon Seo PluMS

Miwon Seo Plu

Senior UX Researcher & Research Ops Specialist

€900/day
Montreuil, FR
8-15 years
Qualitative Research
ResearchOps
UX Research
Sociologie

Average response time: 1 hour

About Miwon

Uncovering hidden behaviors in complex ecosystems (health, pharma, finance) with social science depth and business impact.

What I Do:

Qualitative Research: Ethnography, contextual interviews, and journey mapping to reveal what users can’t articulate (e.g., patient adherence gaps, financial decision-making frictions).
Strategic Translation: Turn insights into C-level reports, product roadmaps, and cross-team alignment (e.g., shaped digital communication strategy for a major energy company with 3 adopted priority axes).
Research Ops: Design scalable frameworks (e.g., participants recruitement pipelines management, tooling and upskilling management, a scalable repository for an energy client, ).

Why Trust Me?

✅ Health/Pharma Proof:
Co-founded Medicatio (HealthTech platform, 4,000+ monthly users), awarded 1st Prize at EU Datathon 2018 for open data innovation.
Patient experience research (breast cancer journeys) earned the 2021 Thesis Prize (in Korean studies)for excellence.
Regulatory expertise: Analyzed GDPR/EU directives to adapt pharma product features (e.g., pharmacovigilance compliance).

✅ Financial Services Exploration:
Mapping client behaviors in financial decisions (retail/corporate), identifying CX frictions in digital/human journeys (e.g., decision-support tool usability).

✅ Cross-Functional Impact:
Aligned 10+ senior stakeholders in luxury beauty with ethnographic insights, directly influencing their omnichannel roadmap.
Built reproducible research frameworks (e.g., trained teams to standardize processes without losing insight depth).

Outcomes I Deliver:

✔ Actionable strategies (not just data) adopted by leadership.
✔ Anthropological rigor to decode social/emotional/regulatory drivers.
✔ Bridge between research and business-aligning UX with tech/commercial goals.
✔ Sector adaptability: Deep health/pharma roots + emerging finance expertise.
Pharmaceuticals
Banking and Financial Services

  • Korean

    Native or bilingual

  • French

    Fluent

  • English

    Fluent

Can work on-site
Montreuil (up to 10km), Paris (up to 10km)

Experience

  • Co-fondatrice & Chief Strategist
    Medicatio (HealthTech/Pharma)
    PHARMACEUTICALS INDUSTRY
    November 2017 - January 2020 (2 years and 2 months)
    Paris, France
    Context
    A digital health platform designed to make medication information (leaflets, regulations, pharmacovigilance) accessible and user-friendly for both patients and healthcare professionals, fully compliant with EU requirements.
    Key Missions

    Pharma Ecosystem User Research:
    Analyzed needs of patients and healthcare professionals to design a clear, compliant information architecture (GDPR, EU medication directives).
    Academic Insights Integration: Applied findings from my PhD research on patient experience (South Korea) to identify critical usability and comprehension gaps in medication notices.
    Regulatory Watch: Monitored evolving regulations (pharmacovigilance, over-the-counter drugs) and adapted platform features to ensure ongoing compliance.
    Impact

    Scale & Reach:
    Grew to 4,000 monthly users across 43 regions.
    Award-Winning Innovation: First Prize at EU Datathon 2018 for open data innovation in healthcare.

    Cultural Transformation:
    Embedded user insights into technical decision-making, shifting the product team’s approach from tech-first to user-centric.
    Expérience client Stratégie de positionnement Co-design Recherche utilisateur
  • Assist Digital UK
    Customer Journey mapping
    RETAIL (SMALL BUSINESS)
    March 2025 - June 2025 (3 months)
    Paris, France
    Business Challenge:
    A global luxury beauty brand struggled with disconnected customer data across its omnichannel strategy, hindering strategic decision-making and customer experience optimization.

    Solution Delivered:
    Led a comprehensive customer journey research project, aligning 10+ senior stakeholders by synthesizing insights from 20+ customer interviews and ethnographic studies.
    Developed a unified view of the customer experience, bridging gaps between online/offline touchpoints and internal data silos.

    Business Value Created:
    Delivered 3 prioritized strategic axes, adopted by C-level leadership, directly shaping the customer experience roadmap.
    Enabled cross-functional alignment (marketing, retail, digital), ensuring data-driven decisions and a cohesive omnichannel strategy.
    ethnographie Observation Benchmark User Research Recherche utilisateur
  • AssistDigitalFrance
    Directeur d'Etudes
    RETAIL (LARGE RETAILERS)
    April 2023 - December 2024 (1 year and 8 months)
    Paris, France
    Led end-to-end UX research across sectors (energy, manufacturing, IoT, entertainment), from planning to C-level presentation.
    Designed interview guides, managed participant recruitment logistics, and coordinated external vendors.
    Mentored a 6-person research team; audited and optimized research tools, workflows, and protocols to improve ResearchOps.
    Delivered mixed-method research insights informing product and strategy decisions.
    Consulted on research process governance, participant quality criteria, and tool usage.

    Key project
    Plastic Package Manufacturing - Regulatory Adaptation Strategy (4 months, 2023)
    Building Research Infrastructure in Unmapped Territory

    Context & Challenge:
    Led discovery research for a plastic-based packaging manufacturer facing evolving French regulatory landscapes (Loi Agec 2025 limiting the manufacture of non-recyclable plastic-based materials).

    My Role:
    Framework creation
    End-to-end Research
    Panel infrastructure & Recruitment agency management
    Sector Deep-Dive

    Research Approach:
    Usage-Based Analysis: Observational studies and semi-directed interviews
    Stakeholder Ecosystem Mapping

    Business Impact:
    The research identified 3 priority strategic directions and 10 actionable workstreams that shaped the company's approach to regulatory adaptation. The insights enabled leadership to shift from reactive compliance to proactive market positioning.
    Research Ops Corporate strategy Qualitative Research
Check out Miwon's experience

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Education

  • Doctorat
    Ecole des Hautes Etudes en Sciences Sociales (EHESS)
    2020
    La formation à la recherche en sciences sociales conjuguée à l'analyse du monde des innovations médicales et des politiques publiques. •Contrat Doctoral de l’Institut National du Cancer (2013-2015). •Prix de thèse de l'Association Française pour l'Etude de la Corée (2021).
  • Master en sciences sociales et santé publique
    EHESS et Université de Linköping (Suède)
    2011
    Bourse de la Commission Européenne Master Erasmus Mundus « Phoenix EM Dynamics of Health and Welfare ».
Check out Miwon's education

Certifications

  • Becoming a UX strategist
    NN/g
    2024
    UX Strategy Corporate strategy
  • Masterclass ResearchOps
    Kate Towsey
    2025
    OPS Research Ops Research Strategy
Miwon's certifications are only visible to Malt Community members

Skill set

Expérience client
Co-design
Stratégie UX
UX Strategy
Français

Categories