The Power of Deep User Research

Customer friction is one of the biggest barriers to business growth, often hiding in plain sight. From internal silos to outdated processes, these unseen obstacles can derail customer experiences and impact your bottom line. In this episode. discover actionable strategies to uncover and eliminate friction points, align your teams, and create seamless customer journeys that drive growth and satisfaction.

Putting users at the heart: How AIC transformed Its website with deep audience insights

Discover how the Association of Investment Companies (AIC) revitalised its website by leveraging deep user experience research and stakeholder insights. I partnered with the AIC to analyse user behaviours, improve website architecture, and identify gaps in the digital experience. This project led to a more intuitive, engaging, and professional digital platform, enhancing user satisfaction and internal efficiencies.

Defining true UX: Harnessing deep user research for strategic impact

The current cutthroat digital jungle businesses operate in makes user experience (UX) key to survival. From the moment users interact with a product or service, their experience shapes their perception, satisfaction, and loyalty. On top of that, with a plethora of choices, users often won’t waste even a second trying to battle with a brand’s poor UX.

Shaping healthtech product strategy through user insight

Vojo Health used user insight to refine its product strategy and align it with real customer needs. I led qualitative and quantitative research to prioritise user expectations, reshape the feature roadmap, and design a service-led subscription model. This work enabled the team to confidently reposition the MVP, strengthen its investment case, and deliver a focused, value-driven launch plan.