Understand what
matters.

How do you improve a tool when the people using it have completely different jobs? We mapped the employee journey across Finance, Risk, Operations, Collections and Customer Service to understand where the existing system was creating friction, workarounds and unnecessary effort.

Methods: Usability testing · Card sorting · Cognitive walkthrough

Before teaching an AI to answer customers, we wanted to understand what customers actually need answered. We explored how people interact with banks, where a conversational assistant could help, and what it would need to get right before earning their trust.

Methods: Wizard of Oz · Usability testing

Accessibility is not a checkbox you add after the product is finished. We explored how people with visual and hearing impairments navigate digital wallets, where existing interactions break down, and what an inclusive experience needs to support different ways of interacting.

Methods: Usability testing · Heuristic evaluation

Trading is complicated enough without making the interface another risk factor. We explored how people understand and navigate online trading, what they expect from the experience, and where existing products create unnecessary friction.

Methods: Usability testing · Card sorting · Expert review

What changes when you stop asking customers once and start listening continuously? A recurring CX and UX measurement programme combining descriptive analysis, clustering and dashboards to identify patterns in satisfaction, behaviour and customer experience over time.

Methods: Survey · K-means clustering · Descriptive analysis

People don't usually leave a booking flow for just one reason. An exit survey explored why travellers abandoned accommodation bookings, turning moments of drop-off into actionable opportunities to improve conversion.

Methods: Intercept survey · Behavioural analysis

How do you know whether an educational programme is actually doing its job? We evaluated programme performance through graduate and employer surveys, identifying satisfaction patterns, performance gaps and opportunities for improvement.

Methods: Surveys · Performance analysis · Gap analysis

Why do customers repay their car loans early? We investigated the drivers behind early repayment to understand whether customers were responding to better alternatives, dissatisfaction or something else entirely.

Methods: Quantitative research · Behavioural analysis

Personalisation sounds great. Until you have to figure out what people actually want personalised. We explored customer behaviour and preferences to inform an AI-powered banking assistant designed around more relevant, useful interactions.

Methods: Quantitative research · Behavioural analysis

What can competitors tell you before you spend another euro? We analysed social media activity across leading insurers to understand campaign strategies, communication patterns and how brands position themselves digitally.

Methods: Social media analysis · Competitive research

Numbers can reveal the gap. The harder part is understanding what sits behind it. We analysed employee experiences across pay, satisfaction, flexible work and inclusion to identify where organisational reality was falling short of intention.

Methods: Survey · Quantitative analysis

Financial services rarely make sense when you look at one product in isolation. We mapped the financial ecosystem across Latin America to understand behaviours, pain points and the relationships shaping how people navigate financial services.

Methods: Ecosystem research · Behavioural analysis

Buying a car is one decision. Financing it is an entire ecosystem. We explored the relationships between dealers, consumers and financial providers to uncover decision factors, pain points and opportunities across the credit journey.

Sometimes people don't buy a product because of what it does. They buy what it means. Using ZMET, we explored the emotional and symbolic associations behind supplement choices to understand the deeper meanings influencing purchase decisions.

Methods: ZMET

What actually drives hotel choice when travellers have dozens of almost-identical options? We explored the rational, emotional and contextual factors shaping hotel selection across European travellers, identifying the drivers that matter when people make the final choice.

When products look remarkably similar, what actually makes someone choose one? We investigated the preferences and purchase drivers shaping motorcycle lubricant decisions to understand what matters at the point of choice.

The taxi experience doesn't start when the car arrives. We mapped the end-to-end journey to uncover pain points, unmet needs and opportunities to improve the experience across the service.

Methods: Journey research · Qualitative research · Service design

VIP customers don't necessarily want more. They want the right things to work differently. We explored the behaviours, needs and motivations of high-value banking clients to identify meaningful customer profiles and inform more tailored service strategies.

Buying a used car is rarely just about the car. We explored how people make purchase decisions through a digital experience, identifying the drivers, behaviours and usability gaps shaping the journey.

Video calls became normal. That doesn't mean they became good. We explored behaviours, satisfaction and pain points around video calling to identify the moments that matter and opportunities to improve the in-app experience.

People don't cancel subscriptions randomly. Usually, something happened first. We investigated the triggers behind churn, unmet expectations and decision points that lead customers to leave, identifying opportunities to improve retention.

Choosing care for your pet is not exactly the same as choosing a plumber. We explored how pet owners in Germany make care decisions, what influences their choices and what they need to feel confident about the service they choose.