User Research
No guesswork. No assumptions. Just clear insight you can act on.
HOW I WORK
Find what is happening, understand where things break down, make the right improvements, then keep refining over time.
Get close to users and understand their world, glossaryContextThe surrounding conditions that shape behaviour and decisions.Open glossary term, and glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term in detail.
Identify needs, glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term, and motivations that aren’t always visible on the surface.
Test ideas early to see what works, what doesn’t, and why before committing further.
Turn glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term into clear direction so teams can make confident, informed decisions.
INSTINCT OVER EVIDENCE
It feels right, but you don’t actually know
DATA WITHOUT CONTEXT
Numbers are there, but they don’t explain glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term
SLOW INSIGHT
By the time you get answers, it’s already outdated
UNVALIDATED OPINIONS
Everyone thinks they know the user, but no one’s validated it
SURFACE REACTIONS
Fixing symptoms instead of addressing glossaryRoot CauseThe underlying reason a problem exists.Open glossary term
BEHAVIOUR GAP
glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term doesn’t match glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term
UNCLEAR PRIORITIES
Everything feels important, so nothing moves forward
INSIGHTS IGNORED
glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term get shared, then ignored
LET'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
Not theory. Already delivered.
Problem
New TV product needed validation across markets
Process
Testing and research shaped product decisions pre-launch
Outcomes
Reduced risk in a competitive space
Problem
User needs across services were unclear
Process
Research defined behaviours, barriers, and needs
Outcomes
Informed a unified national platform
Problem
Users were dropping off during booking with no clear reason
Process
Research uncovered real behaviour and friction points
Outcomes
Led to clearer journeys and improved usability
Problem
Launching across markets required deep behavioural insight
Process
Research informed product direction and team alignment
Outcomes
Built around real user needs, not assumptions
Problem
Ownership journeys weren’t clearly understood
Process
Research mapped real experiences across systems
Outcomes
Created a clearer, joined-up understanding