Hi! I’m Shruti, a UX researcher with over 10 years of experience turning ambiguous, high‑stakes problems into frameworks and product decisions that stick. I’ve focused on complex consumer problems across social media, digital identity, and advertising, with particular emphasis on privacy, trust, and how people make sense of data.

Most recently, I led ads research at Instagram, where my work influenced Reels monetization strategy, helped teams understand user perceptions of creative quality in ads, informed measurement frameworks, and clarified how users navigate consent and data‑sharing permissions. Before Instagram, I researched digital safety and identity theft at LifeLock/Symantec and studied online social avatar experiences at IMVU.

My toolkit spans qualitative methods like diary studies and interviews and quantitative methods like surveys and log analysis.

Outside work, I’m navigating the equally complex world of family life in the Bay Area with my husband, two toddlers, and a very patient dog. I travel when we can and practice quilling to unwind.