# YZDesignWorks


## Pages

- [NFOLibrary](https://yurizaitsev.com/case-studies/nfolibrary/): The North Fair Oaks Library Challenge The North Fair Oaks Library is scheduled for demolition. The architect is already drawing up new plans. From the outside, the library looks like a modest, under-resourced building, especially when compared to the larger civic structures nearby. In reality, the residents described it as a place where they feel seen and understood and they do not gravitate to any of the bigger, fancier, buildings. So the question is: What makes this library such a strong anchor for the locals? What does this reveal about public space, trust, and belonging? What plans should the architect […]
- [GenZAI](https://yurizaitsev.com/case-studies/genzai/): GenZ and AI Challenge As AI tools become embedded in everything from education to work, a major tech company wanted to understand how Gen Z use and relate to AI. This generation has grown up inside algorithmic systems, but what do they want out of them? How does personalization, identity, and emotional labor show up in their AI relationships? Approach: We designed a qualitative study between two campuses – one in LA and one in the Boston area – using iterative, qualitative interviews, observational analysis, UX testing, and a longitudinal technology probe. The goal was to surface emotional drivers, daily […]
- [EntrepreneurialJourneys](https://yurizaitsev.com/case-studies/entrepreneurialjourneys/): Gusto – Entrepreneurial Journeys Challenge Gusto wanted to understand the lived experiences of people in the first few years of building a small to medium sized business. The goal was to uncover the motivations, challenges, and behaviors that define the modern entrepreneur. Approach: We designed a study that went beyond surface-level insights or startup myths. Instead, we captured the full texture of what it means to build a business from scratch—not just the practical steps, but the emotional, cultural, and systemic undercurrents that shape entrepreneurial identity. The study ran in iterative waves, blending short and long interviews, with recruitment, data […]
- [Arcadia](https://yurizaitsev.com/case-studies/arcadia/): Thailand Institute of Justice – Welcome to Arcadia the Game Challenge How do you create a shared language for policymakers working across fragmented and siloed justice initiatives? The goal: spark collaboration and proactive design in a system known for complexity, contradiction, and inertia. Approach: We designed a cooperative Serious Game that draws from speculative futures tools, ethnographic research, and real-world justice work in Thailand. The gameplay challenges participants to navigate justice scenarios while balancing power dynamics, representing community voices, and identifying actionable entry points for systems change. It became a platform for learning, trust-building, and conversation that continues long after […]
- [Case Studies](https://yurizaitsev.com/case-studies/): Case Studies Trusted across industries to find what matters most. Financial Services Technology Healthcare & Life Sciences Professional Services Consumer & Retail Energy & Sustainability Government & Public Sector Entrepreneurial Journeys They wore ten hats, made a thousand bets, and at some point realized that this isn’t a hustle, it’s an identity. GenZ and AI They’ve grown up with algorithms whispering in their ears. Now they’re whispering back. Welcome to Arcadia Making policy makers play nicely together for justice and for the future. No pressure. NFO Library In a neighborhood cut to pieces by roads and rails, one unassuming building […]
- [Methods](https://yurizaitsev.com/methods/): Methods Research that reveals. Design that delivers. Our clients get insights that shape strategy. We are expert at applying mixed-methods research and designing studies that are tailor-made for your challenge. Our main approach is to create a robust foundational data set that serves as the ground truth, incorporating it into your system so that you own it. We are fully transparent in data collection and analysis because we believe it is important for you to be able to fully participate in the project if you wish. Next, the foundational dataset is used to create design principles that are formatted to […]
- [The Team](https://yurizaitsev.com/the-team/): The Team We see what others don’t. Your people will notice. If your challenge lives somewhere between behavioral insight, systems design, and social impact—you’re in the right hands. Yuri Zaitsev has over 10 years of experience stepping into tangled messes – across industries, cultures, and continents – and coming out with something clear, sharp, and immediately useful. He has engineered laptops, robots, and market-leading, minimally invasive product lines in orthopedic surgery and brought them to market. He has helped communities become more resilient, from the streets of Thailand to toxic workplaces in the USA. He has made justice reform a […]
- [Services](https://yurizaitsev.com/services/): Services Your context isn’t generic, so why should your research be? Every project is grounded in a mixed-methods research approach tailored to your audience, your goals, your world. Every engagement is shaped by your priorities, not ours. The categories of services that follow are the ones we’ve found most powerful—when used in the right hands, at the right time. Research Assets You Own Your investment doesn’t evaporate when the project ends. We deliver infrastructure: answers, direction, and assets that compound in value. Foundational Research We design bespoke research studies that dig deep into behaviors, systems, and lived experience. You will […]
- [YZDesignWorks](https://yurizaitsev.com/): The difference is in the details YZDesignWorks stands for rigor, nuance, and actionability in human-centered design and research. What you can expect when working with YZDW Advance knowledge with a strong foundation Our advanced degrees in social sciences and engineering mean that we will apply peer-reviewed research standards, academic depth, and methodological sophistication to your project. Get excellent human-centered data, insights, and design principles. Together, we will create a mixed methods study tailored to address your research questions. Not sure what your research questions are? We can help with that, too. Integrate new data with existing knowledge. New research has […]


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