Hatch

hatch.co · Professional Services · Founded 1955

Our organization is passionately committed to the pursuit of a better world through positive change. Whatever our clients envision, our teams can design and build. With over seven decades of business and technical experience in the mining, energy, and infrastructure sectors, we know your business and understand that your challenges are changing rapidly. We respond quickly with solutions that are smarter, more efficient, and innovative. We draw upon our 11,000 staff with experience in over 150 countries to challenge the status quo and create positive change for our clients, our employees, and the communities we serve. We are “entrepreneurs with a technical soul.”

Emily Privot McNamaraUser Experience Researcher

July 2026

Hatch Sleep Clock Launch

Hatch Sleep Clock (HSC) Launch Research Principal UX Researcher | Product & Brand Discovery New category for Hatch: HSC expands the adult sleep line (building on Restore 3) into contactless sleep tracking, requiring research to establish clear product positioning and differentiation from existing offerings and competitive market landscape at launch. Overview Starting state: HSC sought to validate positioning and product differentiation from Restore 3 ahead of new product/new category launch. I led two parallel research programs that shaped HSC's positioning, messaging clarity, and brand direction. This research ensured the product's value proposition was distinct from Restore 3 and drove concrete decisions across product pages and creative strategy, translating customer insights into launch-ready positioning and visual identity. Research Programs & Impact HSC PDP (Product Detail Page, on Hatch homepage) Comprehension & Positioning Study Round 1: Moderated dScout Live (n=22) testing PDP navigation clarity, 'Sleep Sense' terminology comprehension, and A/B layout comparison (between-subjects, 11 per cohort) → Decision impact: Layout findings directly informed PDP design refinements; terminology testing validated Sleep Sense positioning language across customer journey Round 2: Async dScout Missions (n=20, 10M/10W) measuring comprehension, conviction, and purchase intent. Worked with creative team to test comprehension and clarity of product positioning and customer value proposition via compressed survey (~7 items) and native card sort (device-included vs. subscription content) Impact: Comprehension and conviction metrics validated customer value prop messaging, site content, and differentiation from Restore 3 for pre-launch creative Methodological Rigor That Mattered Between-subjects A/B design: Non-negotiable for layout testing; caught navigation issues and behavior contamination that within-subjects designs would have missed Instrument compression: Prioritized fewer than 8 questions to maximize completion and response quality; enabled faster decision cycles without sacrificing signal Platform mastery: Full dScout workflow ownership (moderated Live, async Missions, native card sort) reduced programming friction and enabled mid-project iteration Creative partnership: Close collaboration with creative team on positioning comprehension ensured research questions mapped directly to pre-launch messaging needs and stakeholder objectives Key Decisions Driven by Research PDP layout and information architecture refinements, customer perception of visuals/product photos (Round 1) Sleep Sense terminology messaging and placement strategy Pre-launch messaging validation for customer value proposition clarity My Research Philosophy Iterative, responsive and pragmatic. Good research serves decision-makers and respects customers. Between-subjects rigor, aggressive instrument compression, and cross-functional alignment with creative teams drive outcomes that ship. Every study should surface actionable recommendations tied to a concrete decision or stakeholder impasse.

Validated by 5

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