Measuring emotion at Burberry

I was part of the team with Clearleft, a design agency, to help redesign the burberry.com checkout with the role of a user researcher.  The challenge was to create a modern website checkout that evoked the Burberry brand.  The Burberry team needed confidence that customers felt like it was a Burberry experience. I needed to find a way to uncover and present evidence of this emotional story.

User goals at the heart of everything with Cooperatives UK

This is the story of how I uncovered vital insights for the Co-operatives UK (Co-ops UK) website redesign project and supported the team to look at their business in a completely different way.  I did this by understanding their users’ goals to create a shared language and generate conversations for change.   My role as a user researcher was to give the team confidence for the right shape and direction of the web redesign project.

Increasing new memberships with rapid experimentation

This is the story of how I supported a new disruptive startup in the beauty sector to gain an uplift of 44% for new membership conversion. This was done with qualitative user research and a lot of persistent iterative prototyping.

Why you need user research before hiring a digital agency

When you need a new website, and you’re not sure where to start with a modest budget, hiring a digital agency to get you started can seem like the obvious next step.  They may have a good looking website, offer fixed prices, and have lots of clients similar to you on the roster.  However, with most web and marketing agencies, it’s important to understand their approach to designing, building your website includes and can miss out.