These are the same approaches I use day-to-day on real projects. Use them to bring clarity, solve problems, and push things forward without overcomplicating it.
167 of 167 guides
User Research
Direct conversations with users to understand behaviours, needs and motivations.
Read guideUser Research
Observing and interviewing users in their real environment to understand how context shapes behaviour.
Read guideUser Research
Structured conversations with internal stakeholders to understand goals, assumptions, constraints, and priorities.
Read guideUser Research
Conversations with domain specialists to quickly build understanding of complex spaces, risks, and constraints.
Read guideUser Research
Short, in-the-moment conversations with users to capture immediate feedback during a live interaction.
Read guideUser Research
Observing user behaviour in real-world environments to understand how context shapes actions.
Read guideUser Research
Observing and questioning users in their real environment to understand how work is actually done.
Read guideUser Research
Extended observation in real-world environments to understand behaviour, culture, and context over time.
Read guideUser Research
Capturing user behaviour, experiences, and context over time through participant-recorded entries.
Read guideUser Research
Tracking user behaviour and outcomes over time to understand how experiences evolve.
Read guideUser Research
Following users over time to observe how real work unfolds across tasks, interruptions, and decisions.
Read guideUser Research
Directly observing users to understand how tasks are actually performed in real or controlled environments.
Read guideUser Research
Moderated group discussions used to explore opinions, reactions, and shared perceptions around a topic or concept.
Read guideUser Research
Two participants work through tasks together, revealing collaboration, reasoning, and shared understanding in real time.
Read guideUser Research
Open-ended, creative activities used to uncover context, emotion, and unexpected insight into people’s lives.
Read guideUser Research
Capturing behaviour, context, and experience in real time through participant mobile entries across daily life.
Read guideUser Research
Studying behaviour, interaction, and culture across digital environments over time.
Read guideUser Research
A fast, lightweight way to gather early feedback with minimal setup, time, or cost.
Read guideConversion Optimisation
Tracking how users move through a journey to identify drop-off points and conversion opportunities.
Read guideConversion Optimisation
Understanding the real routes users take through a product, including loops, backtracking, and unexpected paths.
Read guideConversion Optimisation
Reviewing recordings of real user sessions to spot friction, hesitation, and usability issues in detail.
Read guideConversion Optimisation
Visualising aggregated user interaction to see where people click, focus, and scroll on a page.
Read guideConversion Optimisation
Measuring how far users scroll to understand content visibility, drop-off, and page structure performance.
Read guideConversion Optimisation
Measuring clicks on specific elements to understand engagement, performance, and missed opportunities.
Read guideConversion Optimisation
Identifying repeated rapid clicks that signal frustration, broken interactions, or confusing UI.
Read guideConversion Optimisation
Capturing and analysing technical and UX errors to understand failures, impact, and where users are blocked.
Read guideInformation Architecture
Analysing search queries and outcomes to understand user intent, content gaps, and findability issues.
Read guideStrategy
Measuring how users adopt, engage with, and return to specific features to understand product value.
Read guideStrategy
Grouping users by shared characteristics to understand retention, engagement, and behaviour over time.
Read guideStrategy
Measuring how many users return over time to understand stickiness, drop-off, and long-term value.
Read guideConversion Optimisation
Measuring field-level behaviour to understand where users struggle, make errors, and abandon forms.
Read guideUser Research
Collecting structured feedback at scale to understand user attitudes, sentiment, and self-reported behaviour.
Read guideUser Research
Collecting standardised responses to measure user perception, benchmark experience, and compare results over time.
Read guideUser Research
Collecting quick, simple responses to understand immediate sentiment, preference, or direction.
Read guideUser Research
Measuring satisfaction at specific moments in the journey to understand how users feel about the experience.
Read guideStrategy
Measuring loyalty and advocacy through a standard recommendation question tracked over time.
Read guideUser Research
Measuring how easy or difficult users find a task to identify friction and simplify key journeys.
Read guideStrategy
Analysing large volumes of qualitative feedback to understand user perception, emotional tone, and recurring themes.
Read guideStrategy
Understanding how users perceive a brand through trust, emotion, positioning, and comparison to competitors.
Read guideUser Experience
Observing users complete tasks to identify usability issues, friction, and barriers to success.
Read guideUser Experience
Testing tasks without a facilitator to gather fast, scalable usability feedback across more users.
Read guideUser Experience
Guided usability sessions that combine observed behaviour with follow-up questions and deeper qualitative insight.
Read guideUser Experience
Testing with users in their own environment to gather realistic feedback without needing to be in the same room.
Read guideUser Experience
Running usability sessions in a controlled physical setting to capture detailed behaviour, context, and non-verbal cues.
Read guideUser Experience
Comparing two or more options side by side to understand which performs better and why.
Read guideUser Experience
Measuring usability and performance against defined metrics to track improvement over time.
Read guideUser Experience
Testing early designs before development to validate ideas, uncover issues, and reduce build risk.
Read guideUser Experience
Evaluating whether users choose the correct first action so you can improve direction, labels, and navigation clarity.
Read guideUser Experience
Measuring what users understand at a glance so you can improve messaging, clarity, and visual hierarchy.
Read guideUser Experience
Stepping through a task from the user perspective to identify learnability issues, unclear actions, and decision points.
Read guideUser Experience
Reviewing an interface against recognised usability principles to quickly identify and prioritise usability issues.
Read guideUser Experience
Using experienced judgement to identify friction, risks, and improvement opportunities across a product or journey.
Read guideUser Experience
Combining multiple inputs to assess the overall experience and prioritise what needs to improve.
Read guideUser Experience
Assessing how easily new users can understand and start using a product for the first time.
Read guideUser Experience
Assessing how easily users can locate information, features, or content so navigation and structure can be improved.
Read guideUser Experience
Assessing whether users understand content, messaging, or functionality as intended so meaning is clear and actionable.
Read guideInformation Architecture
Exploring how users naturally group and label information to inform information architecture and navigation.
Read guideInformation Architecture
Testing whether predefined categories and labels make sense to users so structure and navigation can be validated.
Read guideInformation Architecture
Combining predefined categories with the option to create new ones so structure can be validated and improved at the same time.
Read guideInformation Architecture
Testing whether users can navigate an existing structure and find content based on hierarchy and labelling alone.
Read guideInformation Architecture
Evaluating whether users can find information within a structured hierarchy using labels and structure alone.
Read guideUser Experience
Evaluating how easily users move through a live product or prototype so journeys, menus, and pathways can be improved.
Read guideInformation Architecture
Evaluating whether labels and terminology make sense to users so navigation, naming, and findability are clearer.
Read guideInformation Architecture
Creating clear, scalable structures for content, products, and information so organisation and navigation make sense.
Read guideInformation Architecture
Assessing how well an existing taxonomy works so categories, labels, and structure can be improved.
Read guideInformation Architecture
Organising content into clear clusters so structure, navigation, and taxonomy can be built on a stronger foundation.
Read guideInformation Architecture
Defining and visualising structure so hierarchy, relationships, and navigation can be clearly understood and built.
Read guideInformation Architecture
Testing whether a proposed structure works for users before design and development so navigation and findability can be refined.
Read guideInformation Architecture
Evaluating whether labels, links, headings, and previews give users enough directional cues to keep moving confidently.
Read guideInformation Architecture
Assessing whether orientation cues and contextual signals help users understand where they are and how to move through a product.
Read guideUser Experience
Visualising the end-to-end user experience so teams can understand pain points, emotions, and opportunities across a full journey.
Read guideUser Experience
Visualising the full customer experience across channels so teams can identify gaps, pain points, and opportunities across the lifecycle.
Read guideUser Experience
Visualising the broader human experience around a goal so teams can understand context, unmet needs, and opportunities beyond the product.
Read guideUser Experience
Breaking down a specific task into steps, decisions, and dependencies so complexity can be reduced and workflows improved.
Read guideUser Experience
Breaking down complex tasks into goals, sub-tasks, and plans so structure, dependencies, and risks are easier to understand.
Read guideUser Experience
Understanding the thinking, judgement, and mental processes behind tasks so systems can better support complex decisions.
Read guideUser Experience
Exploring realistic user situations and contexts so teams can design for real-world behaviour rather than idealised paths.
Read guideUser Experience
Creating realistic, research-based user scenarios so design and testing can be grounded in credible real-world use cases.
Read guideStrategy
Breaking down a job to be done into core stages so unmet needs, constraints, and innovation opportunities become clearer.
Read guideStrategy
Understanding why people choose, switch, or abandon products by exploring the motivations and forces behind real decisions.
Read guideStrategy
Defining what users are really trying to achieve so products can be shaped around intent, priorities, and real needs.
Read guideUser Experience
Visualising how work moves across people, systems, and touchpoints so bottlenecks, handoffs, and inefficiencies become clearer.
Read guideUser Experience
Visualising a process step by step so decisions, delays, inefficiencies, and opportunities to simplify become clearer.
Read guideUser Experience
Mapping how users feel across a journey so moments of frustration, confidence, and trust can be understood and improved.
Read guideUser Experience
Identifying and visualising where users struggle so issues can be prioritised, understood, and fixed more effectively.
Read guideStrategy
Turning research and pain points into prioritised opportunities so teams can move from insight to action more clearly.
Read guideUser Experience
Mapping the user-facing experience alongside backstage processes, systems, and handoffs so services can be improved end to end.
Read guideStrategy
Visualising the wider system around a product or service so dependencies, relationships, risks, and opportunities become clearer.
Read guideStrategy
Identifying and organising stakeholders so influence, priorities, relationships, and potential conflicts are clearer.
Read guideUser Experience
Identifying the people, roles, and systems involved in an experience so interactions, responsibilities, and dependencies are clearer.
Read guideStrategy
Evaluating how channels perform and connect so cross-channel gaps, inconsistencies, and integration opportunities become clearer.
Read guideUser Experience
Identifying and visualising every user interaction so touchpoint gaps, inconsistencies, and friction can be improved across the experience.
Read guideUser Experience
Identifying the high-impact moments in a journey so teams can prioritise the interactions that most affect trust, conversion, and drop-off.
Read guideUser Experience
Experiencing a service first-hand so teams can uncover real-world friction, inconsistencies, and opportunities across the journey.
Read guideUser Experience
Testing complete journeys across steps, touchpoints, and channels so breakdowns, friction, and failures can be found and fixed.
Read guideUser Experience
Bringing users, stakeholders, and teams together to generate ideas, align early, and shape solutions collaboratively.
Read guideUser Experience
Involving users as active design collaborators so solutions are shaped by real needs, context, and ongoing shared input.
Read guideUser Experience
Running fast, structured sketch-and-critique workshops so teams can explore ideas quickly and align on direction.
Read guideUser Experience
Using quick, low-fidelity sketches to explore multiple design ideas rapidly before committing to a direction.
Read guideUser Experience
Generating ideas through structured written rounds so participation is balanced, bias is reduced, and concepts improve through iteration.
Read guideUser Experience
Using a time-boxed sketching sprint to generate eight ideas in eight minutes and push beyond obvious concepts quickly.
Read guideUser Experience
Running structured collaborative sessions to generate, refine, and prioritise ideas so teams can move from problem to direction quickly.
Read guideUser Experience
Visualising a user experience as a sequence of moments so teams can understand flow, context, and opportunities before building.
Read guideUser Experience
Acting out scenarios in context to uncover real-world behaviours, constraints, and interaction issues before building.
Read guideUser Experience
Acting out scenarios from different viewpoints to uncover interaction gaps, communication issues, and decision-making friction.
Read guideUser Experience
Testing low-fidelity interface ideas on paper to validate flows and usability quickly before investing in build.
Read guideUser Experience
Creating simple prototypes to test structure and flow early so teams can iterate quickly before visual polish or build.
Read guideUser Experience
Creating realistic interactive prototypes to validate detailed design decisions, interactions, and readiness before development.
Read guideUser Experience
Testing interactive prototypes with users to validate flows, navigation, and usability before development begins.
Read guideUser Experience
Simulating end-to-end experiences in context to test how digital, physical, and human elements work together.
Read guideUser Experience
Simulating complex system behaviour behind the scenes so user interactions can be tested before expensive development.
Read guideStrategy
Delivering a service manually to validate user value and demand before investing in automation or full product build.
Read guideStrategy
Measuring real demand for unbuilt ideas by tracking interactions with realistic entry points before investing in development.
Read guideUser Experience
Running a quick, lightweight check of core flows to catch major issues before deeper usability testing or development.
Read guideConversion Optimisation
Comparing live variations with controlled experiments to identify which design or content change performs better.
Read guideConversion Optimisation
Comparing fundamentally different versions of an experience by splitting live traffic to identify the stronger overall direction.
Read guideConversion Optimisation
Testing combinations of multiple page elements to identify which interactions and configurations drive the best performance.
Read guideConversion Optimisation
Analysing the real routes users take before converting to identify successful patterns and friction across non-linear journeys.
Read guideConversion Optimisation
Testing landing page variations to identify what improves conversion, clarity, and engagement for a defined campaign goal.
Read guideConversion Optimisation
Testing call-to-action wording, placement, and design to improve click-through and conversion on key pages and journeys.
Read guideConversion Optimisation
Testing credibility elements like reviews, badges, and guarantees to reduce hesitation and improve conversion at decision points.
Read guideConversion Optimisation
Capturing feedback at the moment users are about to leave to uncover objections, friction, and missed expectations.
Read guideConversion Optimisation
Identifying where users abandon key journeys to uncover friction points and improve completion and conversion rates.
Read guideAccessibility
Evaluating interfaces against accessibility standards to identify barriers, prioritise fixes, and improve inclusive usability.
Read guideAccessibility
Assessing interfaces against WCAG criteria to identify compliance gaps, prioritise remediation, and support accessible usability.
Read guideAccessibility
Testing with screen readers to identify structural, semantic, and interaction barriers for users with visual impairments.
Read guideAccessibility
Testing interfaces with keyboard-only interaction to uncover focus, navigation, and accessibility barriers.
Read guideAccessibility
Checking contrast ratios across text and UI elements to improve readability, accessibility, and WCAG compliance.
Read guideAccessibility
Testing real journeys with assistive technologies to uncover practical usability barriers beyond checklist compliance.
Read guideAccessibility
Testing with diverse participants to uncover exclusion points and improve usability across abilities, contexts, and needs.
Read guideContent
Reviewing content for clarity, simplicity, and readability so users can understand and act without confusion.
Read guideContent
Evaluating reading ease and comprehension to simplify content and improve usability for the target audience.
Read guideContent
Evaluating content quality, relevance, and consistency to identify gaps, remove clutter, and improve content effectiveness.
Read guideContent
Cataloguing all content assets to create visibility, ownership, and a reliable baseline for audits and optimisation.
Read guideContent
Mapping content to user needs and journeys to identify gaps, overlaps, and alignment opportunities.
Read guideContent
Identifying missing or underperforming content to improve user task support and align content with business goals.
Read guideContent
Testing how language style and personality are perceived to improve clarity, trust, and engagement.
Read guideContent
Measuring comprehension by removing words from content and analysing how accurately users fill the gaps.
Read guideContent
Testing labels and product language to ensure terms are clear, recognisable, and consistently understood.
Read guideContent
Testing small, functional text in context to improve clarity, reduce errors, and help users complete tasks confidently.
Read guideContent
Testing notifications and user-facing messages in context to improve comprehension, timing, and actionability.
Read guideResearch
Grouping qualitative observations and ideas to reveal patterns, themes, and actionable insights.
Read guideResearch
Analysing qualitative data to identify meaningful recurring themes and convert them into actionable insights.
Read guideUser Experience
Reviewing interactive elements for consistency, predictability, and usability to reduce friction across key flows.
Read guideStrategy
Creating assumption-based early user profiles to guide design and prioritise what to validate through research.
Read guideStrategy
Grouping users by observed behaviours to tailor experiences, prioritise improvements, and drive data-informed UX decisions.
Read guideResearch
Mapping what users say, think, feel, and do to build shared understanding and design with empathy.
Read guideResearch
Mapping how users think and reason about a system to align product structure with real expectations.
Read guideStrategy
Identifying the functional, emotional, and social jobs users need done to guide product and UX decisions.
Read guideStrategy
Categorising features by satisfaction impact to prioritise must-haves, performance drivers, and delighters.
Read guideStrategy
Mapping assumptions by certainty and impact to prioritise validation and reduce product and design risk.
Read guideStrategy
Testing high-risk assumptions with lightweight experiments to reduce uncertainty and guide product decisions with evidence.
Read guideStrategy
Ranking features by user value, business value, effort, and risk to focus roadmap delivery on highest-impact outcomes.
Read guideStrategy
Scoring initiatives by Reach, Impact, Confidence, and Effort to prioritise roadmap work transparently.
Read guideStrategy
Categorising work into Must, Should, Could, and Won’t to align scope, trade-offs, and delivery priorities.
Read guideUser Experience
Comparing options with users to understand which they prefer and why before committing to a direction.
Read guideUser Experience
Evaluating how users perceive visual importance to improve attention flow, clarity, and task completion.
Read guideUser Experience
Testing users’ first-seconds reactions to improve attention, trust, and immediate comprehension.
Read guideUser Experience
Reviewing interface patterns for visual and behavioural consistency to improve clarity, trust, and usability.
Read guideUser Experience
Testing whether users correctly interpret icons so visual cues support clear navigation and action.
Read guideStrategy
Analysing support requests to uncover recurring user pain points, prioritise fixes, and reduce product friction.
Read guideStrategy
Reviewing support calls and related interactions to identify recurring friction, root causes, and UX improvement opportunities.
Read guideStrategy
Analysing sales conversations to uncover user motivations, objections, and opportunities to improve conversion and UX.
Read guideStrategy
Analysing customer reviews to uncover recurring pain points, sentiment trends, and opportunities for UX and product improvement.
Read guideStrategy
Examining complaints to identify recurring root causes, reduce frustration, and prioritise UX and product improvements.
Read guideStrategy
Monitoring online conversations to uncover sentiment, recurring pain points, and emerging opportunities for UX improvement.
Read guideStrategy
Using repeated ‘why’ questioning to identify root causes behind recurring UX and product issues.
Read guideLET'S WORK TOGETHER
UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.
Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer