USE CASES

For Product Decisions Too Important to Guess

Independent evidence from real users before you commit more time, budget, or development effort.

MVP & New Product Testing

Test before you commit to further development.

Early products are full of assumptions about what users will understand, value and expect. User testing helps check those assumptions before they become expensive. I can help you understand:

How clear and compelling your proposition is;
What users expect;
Where value or differentiation is unclear;
What creates hesitation or uncertainty;
Whether your experience matches your promise;
What needs to change.

Particularly useful when moving from an early concept or MVP towards a more substantial product investment.

Major Launches & Redesigns

Find serious problems while there is still time to fix them.

Major launches and redesigns bring multiple changes together at once — creating new opportunities for friction, confusion and loss of trust.

User testing can help pressure-test:

Redesigned websites and apps;
Important customer journeys;
Onboarding experiences;
Major new features;
Transactional flows;
Account and application journeys;
Messaging and information architecture.

The aim is simple: find hidden problems before they reach a wider audience or become expensive to unwind.

AI Products & Features

Understand how real users interpret, trust and respond to AI-enabled experiences.

AI can change how a product behaves, what it recommends and how users complete tasks, often without users needing to think about the technology behind it. User testing will explore:

Whether the experience is genuinely useful;
Whether users understand what to do and what to expect;
Where the experience creates confusion or uncertainty;
Whether recommendations or outputs feel credible when trust matters;
Whether users feel sufficiently informed and in control;
What happens when the experience produces an unexpected or incorrect result;
What would make the feature more valuable.

The aim is simple: make sure the AI improves the user experience rather than simply adding technology to it.

Live Product Questions

Understand where and why users feel uncertain, hesitate or fail to convert.

Analytics can show where users drop out or disengage. User testing helps uncover where issues arise and, crucially, what is driving that behaviour. It can identify and explain:

Low completion, conversion and abandonment;
Misunderstanding, hesitation and uncertainty;
Loss of trust and confidence;
Missed or misunderstood information and confusion.

Particularly useful when a live product is not performing as expected, and the team wants to understand where and why issues are occurring.

Complex & High-Stakes Journeys

Understand what users need before they can confidently continue.

For when journeys involve important decisions, sensitive information or significant commitment, not just completing a task.

User testing can help uncover:

Where confidence falls;
What users misunderstand;
What creates doubt or distrust;
What makes them stop;
What users need to feel comfortable continuing.

Particularly useful for financial, healthcare, membership, B2B and other complex multi-step journeys.

Not only did Userfy inform the redesign of core customer journeys, but it was also a catalyst for us to re-evaluate our customer experience design principles.

Chief Customer Officer - Blenheim Chalcot

Independent Evidence for Important Decisions

When the team is too close to the solution

Internal teams naturally carry context and assumptions that real users do not. Independent user testing can be particularly useful when:

Stakeholders disagree;
A founder or senior leader strongly backs one direction;
An agency wants evidence to support a recommendation;
A major product decision needs to be defended internally;
The team wants a neutral view before committing further investment.

The aim is simple: add independent evidence where the consequences of being wrong are significant.

Not sure what needs testing?

You don’t need a research brief or a clearly defined problem. We can discuss what you’re building, the decisions you’re facing and where real-user evidence could help.

If testing isn’t the right next step, I’ll say so.

Why Userfy

Userfy is a small, specialist consultancy focused on in-depth user testing for important product decisions.

I’ve spent more than 25 years working across research, product, strategy and digital businesses, including co-founding, building and selling both a multi-million-pound digital/software business and a specialist user research consultancy.

That experience means I understand how the research findings relate to the product decision, customer behaviour and the commercial risk of getting it wrong.

For more than a decade, I’ve conducted moderated user research for organisations ranging from start-ups to FTSE 100 companies.

Real-user evidence. Experienced judgement. Better product decisions.

Certified in Digital Psychology and Persuasion

A Baymard Certified SaaS & eCommerce UX Pro

Trained in Design Thinking by IDEO

The range of improvements we made as a result of working with Userfy heavily contributed to the new website's success.

Head of Digital at the YHA

Have an Important Product Decision Coming Up?

If you’re unsure how real users will understand, trust or respond to something you’ve built or are building, let’s discuss what evidence would help.