Back to portfolio
Original CV
Sinthu in 5 pages · portfolio + CVsinthunathan.com

Customer Insights & Growth Researcher

Global discovery research to define customer needs, pain points and opportunities · customer journey maps, archetypes and requirements per target group · analytics in digital products for continuous improvement · the community and feedback loop. Data-driven, iterative, human in the loop.

Sinthu Nathan
Sinthu, in the field
Sinthu Nathan
Odense · Denmark
+45 28 96 75 73 · sinthu_8700@hotmail.com
www.linkedin.com/in/sinthunathan
,

Contents

  1. Cover & commercial impactp.1
  2. Power BI, Value-proposition benchmarking, PM to CEOp.2
  3. Sip & Serve TCO, Growth loop built from scratch with AIp.3
  4. Food industry, Segment discovery in food & beveragep.4
  5. CV, experience, education, toolkitp.5
,

Commercial impact

  • Value-proposition benchmarking model used by the CEOUniversal Robots
  • Segment discovery: plant visits, 200+ interviews, 3 continentsUniversal Robots
  • Growth loop built with AI: sold out, NPS +66, reach +1,186%Tennis Club Odense
Top 5 CliftonStrengths®
  1. 01Woo
  2. 02Strategic
  3. 03Significance
  4. 04Communication
  5. 05Adaptability
Gallup · Nov 2024 · leads with Influencing
“Our senior management team, including the CEO, were tremendously impressed with the first results and how this could be used on an operational and strategic level. This is what outstanding researchers, analysts and strategists do!”
Piotr M. Klima · Pricing Director · senior stakeholder, Universal Robots · verbatim LinkedIn recommendation
Interactive version, live analytics and the AI guide: sinthunathan.compage 1
01 / Power BI · one-page brief

Benchmarking our value proposition against key competitors

A Power BI model of our value proposition vs. key competitors, the fact base for pricing, positioning and strategy from PM to CEO.

Sinthu Nathan
Customer Insights & Growth Researcher
Odense · Denmark
sinthu_8700@hotmail.com
4
Perspectives, internal, partner, customer, non-customer
12
Competitors tracked
300+
Feedback data points
CEO
Reached decision-maker
01

Context

Pricing and senior management needed a repeatable, fact-based view of how our value proposition compared with key competitors, a living instrument, not a one-off deck.

02

Approach

Multi-perspective survey (internal, partner, customer, non-customer), structured coding and a Power BI model filterable by department, metric, competitor and industry.

03

AI in the workflow, and where I stayed in control

AI automated ingestion, first-pass coding and chart drafting. Framing, axes and the executive narrative stayed with me.

04

Outcomes

  • , Adopted as the fact base for competitive benchmarking, pricing and positioning decisions.
  • , Presented and used from product manager level up to the CEO.
  • , Ad-hoc benchmarking requests fell to near zero, the dashboard answered them.
“Our senior management team, including the CEO, were tremendously impressed with the first results and how this could be used on an operational and strategic level.”
Piotr M. Klima · Pricing Director · senior stakeholder, Universal Robots · verbatim LinkedIn recommendation
05

What I'd do differently

Next time: a 20-minute data-literacy walkthrough for each stakeholder. The dashboard was powerful; the leap from "dashboard exists" to "dashboard changes a decision" is smaller when people can read it themselves.

Full case study, artefacts and live analytics: sinthunathan.com/case-studies/power-bi-benchmarkingwww.linkedin.com/in/sinthunathan · page 2
02 / Sip & Serve TCO · one-page brief

A growth loop built from scratch, product, revenue, community, analytics

A PWA for a 478-member club, ticketing, surveys, live NPS/CSAT and community, built solo with AI and measured commercially.

Sinthu Nathan
Customer Insights & Growth Researcher
Odense · Denmark
sinthu_8700@hotmail.com
+66
NPS, 29 responses
65+
Participants on the day
38/38
App tickets sold out · 12 on waitlist
124.6k
Organic Facebook views (+1,186%)
01

Context

As a board member I built and shipped Sip & Serve TCO solo, with AI as coding partner: the research system, the analytics and the feedback loop, with real users and real revenue.

02

Approach

Product: PWA, auth, MobilePay ticketing, QR check-in, pre/post surveys, live NPS/CSAT, admin dashboard, push, EN/DA. Method: discovery with volunteers, survey design, analysis, iteration.

03

AI in the workflow, and where I stayed in control

Claude as copilot in VS Code, Supabase backend, Resend and GitHub, deployed on Netlify. AI also assisted survey, analysis and comms; decisions stayed with the team.

04

Outcomes

  • , Sold out, 38/38 tickets, 12 on the waitlist, 65+ participants.
  • , NPS +66 (29 responses) · 9.4/10 would recommend.
  • , Organic reach +1,186%, followers +400%, event team 4 → 15.
“She has an ability to take complex user needs and turn them into clear, actionable improvements. Her work doesn't just check a box, it genuinely makes a difference.”
Jannik Grann · UX Researcher · Anthropologist · verbatim LinkedIn recommendation
05

What I'd do differently

Live analytics change how a volunteer team behaves. A real-time NPS chart did more than any post-event report could.

06

One insight → one decision (member survey)

Insight · 63% want more matches; 82% call the tennis/social balance 'perfect'.

Action · Next edition: more court time, same social format.

Full case study, artefacts and live analytics: sinthunathan.com/case-studies/sip-and-servewww.linkedin.com/in/sinthunathan · page 3
03 / Food industry · one-page brief

Segment discovery on the factory floor, what it takes to win food & beverage

Global discovery across four hygienic zones, QA requirements translated into segment requirements and roadmap priorities.

Sinthu Nathan
Customer Insights & Growth Researcher
Odense · Denmark
sinthu_8700@hotmail.com
PM
Segment roadmap prioritised on the evidence
200+
Operator, QA & management interviews
3
Continents, Asia, Europe, US
4
Regulatory zones
01

Context

What does an industrial digital product need to survive, physically, operationally, commercially, inside a food factory? The answer changes every ten metres.

02

Approach

Plant visits across Asia, Europe and the US and 200+ interviews with operators, QA leads and plant management, contextual inquiry, requirement interviews, journey mapping.

03

AI in the workflow, and where I stayed in control

AI tightened the discussion guides and proposed clusters; recordings were transcribed in EnjoyHQ. Sampling, theming and every recommendation stayed with me.

04

Outcomes

  • , Application overview that became the basis for prioritising the segment roadmap.
  • , Shared vocabulary between QA (hard/soft requirements), product and engineering.
  • , Zone map used by product managers as the reference when evaluating features.
“Incredibly dedicated and detail oriented, a great ability to get the job done efficiently while maintaining a collaborative and friendly approach.”
Johannes Callø · Product Owner · Pharma, Life Science & Food & Beverage segments · verbatim LinkedIn recommendation
05

What I'd do differently

Next time: a synchronous decision-mapping session with QA leads earlier, it would have compressed the requirements phase by weeks.

Full case study, artefacts and live analytics: sinthunathan.com/case-studies/food-industry-urwww.linkedin.com/in/sinthunathan · page 4
Curriculum vitae

Sinthu Nathan

Customer Insights & Growth Researcher · Odense · Denmark

CliftonStrengths: Woo · Strategic · Significance · Communication · Adaptability

+45 28 96 75 73 · sinthu_8700@hotmail.com
www.linkedin.com/in/sinthunathan
Portfolio: https://sinthunathan.com
Danish (native) · English (fluent) · French (proficient)

I am a customer insights researcher with a UX background. For four years at Universal Robots I worked with product managers, engineers and QA on discovery in the food and pharma industries: interviewing operators and plant managers in Asia, Europe and the US, mapping customer journeys, and building the competitor benchmarking model our leadership used for pricing and strategy. Since 2026 I sit on the board of Tennis Club Odense, where I built our event app and surveys myself with AI and use the data to decide what we do next. I like research that ends in a decision, and I like being the one who follows it through.

01

My experience

  1. Board Member · Tennis Club Odense (TCO)Voluntary2026 to present

    Board of Fyn's largest tennis club (478 members). Built and shipped the Sip & Serve event platform with AI; responsible for member CSAT, growth and press.

    This season: event management, leading the funding committee, marketing strategy, organisational structuring and process optimisation.

  2. UX Researcher · Universal Robots A/SAug 2021 to May 2025

    Global discovery, journey mapping and competitive benchmarking for product, pricing and senior management, reporting from PM to CEO.

  3. Counter Manager · Magasin du Nord2019 to 2022

    Retail leadership, customer-facing operations and team management.

02

Education

  • Digital Concept Development · UCL Erhvervsakademi & ProfessionshøjskoleAll A grades2021 to 2022
  • Market & Management Anthropology (MMA) · SDU, University of Southern Denmark2016 to 2019
03

Certifications

  • ◆Microsoft Power BI & Data Visualisation Mastery
  • ◆Future Skills Talent Programme (UCL)
  • ◆Innovative Event Management
  • ◆Project Management, Copenhagen Business Academy
04

Selected outcomes

  • ◆Value-proposition benchmarking (Power BI) adopted from PM to CEO.
  • ◆Global discovery, plant visits, 200+ interviews, 3 continents, shaped the roadmap.
  • ◆Training Partner research: 'a tangible impact on our decision-making processes'.
  • ◆Research system built from scratch with AI: sold out, NPS +66, reach +1,186%.
05

My deliverables

Market & User Research
  • ◆Market and User Research
  • ◆Actionable Customer Insights
  • ◆Customer Journey Maps
  • ◆Behavioural Archetypes & Personas
Commercial & Business Analysis
  • ◆Competitive Benchmarking
  • ◆Pricing & Positioning Input
  • ◆Growth Metrics & KPIs
06

My tool kit

Research & insight
UserTestingUserZoomEnjoyHQSurveyMonkeySurveyXactPower BI
Product & collaboration
JiraHubSpotSalesforceMicrosoft Dynamics 365MiroMicrosoft 365TeamsSharePointPowerPoint
Design & prototyping
FigmaAdobe XDPhotoshopIllustratorInDesignPremiere ProAfter EffectsAcrobat
AI & productivity
ClaudeChatGPTMicrosoft Copilot
07

The insightful influencer

Gallup CliftonStrengths 34 · Top 5
  1. 01Woo
  2. 02Strategic
  3. 03Significance
  4. 04Communication
  5. 05Adaptability

Influencing and Relationship Building carry the top ten, anchored by Strategic and Input: win the room, read the people, spot the pattern, then tell the story.

Interactive portfolio, case studies and verbatim recommendations: https://sinthunathan.compage 5