Selected Work · UX Research

Research that takes the risk out of the decisions that matter.

For ten years I've led mixed-methods research at Apple: 70+ studies across 15+ products in a large enterprise-technology portfolio, from early strategy through evaluative testing. What keeps me in the work is seeing research influence a decision, a leader's strategy, or a team's roadmap, so the end user is better off, whether they realize it or not.

70+

Studies led

15+

Products supported

10 yrs

Of research at Apple

Mixed-Methods · AI · UX Strategy

Focus areas

Case Studies

AI & Trust Research · 2025

Gauging trust in AI support for sensitive HR topics

A five-study program that took a generative AI employee-support experience from concept to global launch, mapping the exact boundaries of employee trust in AI with sensitive HR data.

The human handoff is the foundation of trust

~80k

Interactions · 7 countries

88%

Positive/neutral vs 85% goal

Studies, generative → pilot

Enterprise Research · 2023–2024

Measuring the Workday transition before anyone felt it

A comparative benchmark that turned "how bad will the switch feel" into specific, pre-launch, fixable failures, then drove a cross-team and vendor mitigation loop before go-live.

Perceived vs. actual task success

543

Employees surveyed globally

20+

Usability fixes tracked into Workday's roadmap

Critical issues resolved across releases

Research Operations · 2026–Present

Building a governed AI research platform

A platform that lets any researcher author and publish their own AI research skills, with quality and compliance built into the template, so the team moves faster without giving up the rigor its work depends on.

Guardrails in the template · one gate

85%

Less study-planning time

About

Daniel Farooqi · San Diego, CA

I work where people and technology meet, turning messy human behavior into evidence someone can act on.

Over the past decade at Apple I've led research across enterprise and employee experience, most recently on generative AI and how it's changing the way people work.

I've always been fascinated by how technology and community shape each other. By closely understanding a community, whether local, regional, or global, we can see how a new technology will ripple through it. Technology should enrich people's lives, and when it doesn't, knowing the people it affects is how we catch that early and respond.

Get in touch.

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