How Agencies Can De-Risk Digital Projects
User testing helps product, software and UX agencies move beyond internal opinion and stakeholder preference by showing how real users understand, trust and respond to a digital experience. Used well, it can strengthen recommendations, reduce project risk, improve the quality of the final experience, and support stronger long-term client relationships. This article looks at where user […]
UX Entropy: Why Every Product Tends Towards Chaos
In physics, entropy refers to a lack of order. Physicists tell us that systems naturally move towards disorder; entropy increases over time. Left alone, buildings decay, gardens become overgrown, and rooms become untidy. Digital experiences behave in much the same way. Every product is constantly being affected by competing priorities, new requirements, stakeholder requests, a […]
How To Avoid Expensive Product Mistakes at Your Startup
A short, practical guide to when and how founders can prevent costly product mistakes before they happen. Why This Matters (And Why I Care) Building a business is a constant balancing act between vision, uncertainty, and speed; something I know well, having co-founded, grown and sold two companies. Startup teams move fast because they have […]
Schrödinger’s User Experience: Are You a Sufferer?
A 4-minute read on why your user experience might be both working and broken; and how a few real-world tests reveal which it really is. There’s a famous thought experiment in quantum physics (Schrodinger’s Cat) where a cat in a box is said to be both alive and dead at the same time, unless someone […]
Why Great CRO Needs Real Users
A 5-minute read outlining why data alone isn’t enough for great CRO, and how real users reveal the “why” behind the numbers. The human layer doesn’t replace your data; it completes it. As a CRO professional, you already know a lot about what’s happening on your key journeys. Your analytics tell you where users drop […]
Why Sir Clive Sinclair Would’ve 100% Fired Me
A respectful, 5-minute read on why Sir Clive Sinclair’s genius still needed evidence, why his teams couldn’t challenge him, and how simple, light-touch research could have protected his bold ideas (and can protect yours today). I grew up fascinated by Sir Clive Sinclair. I owned a ZX81, a ZX Spectrum, and even one of those […]
Designing AI People Can Trust
These reflections draw on several UX research studies I have conducted this year across different industries, each broadly aimed at optimising the value of AI features. During recent UX testing of AI prototypes across different sectors, I’ve observed users engaging with AI-powered assistants designed to support decisions and simplify complex tasks. What stood out was […]
Beyond UX: When Testing Surfaces Strategic Gaps.
User testing is the perfect way to uncover user experience issues like confusion, unclear content, and journey friction. But sometimes, it surfaces something bigger. I recently ran a moderated user testing project for a niche online marketplace. We were focused on how prospective customers navigated listings and evaluated sellers — the core journey. The findings? […]
Friction Doesn’t Always Scream. It Whispers.
*And while your team might not hear it, your users do.* We all want faster growth — higher conversion, lower churn, better retention. But there’s a quiet force working against you. Friction. And the most dangerous kind is the kind that goes unnoticed. Friction whispers uncertainty at your user’s critical moment. It nudges away from […]
Are Unknown Unknowns Silently Killing Your Growth?
In UX and product development, the issues we know about get the attention: the bugs we can see, the drop-offs we can measure, and the friction we can feel. But what if the biggest blockers to your product’s growth aren’t in your backlog or analytics? What if the things you don’t even know, you don’t know, […]