Practical UX, user research, information architecture, accessibility, CRO, and strategy guides based on methods used in real digital product work.
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Strategy
Measuring how users adopt, engage with, and return to specific features to understand product value.
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Grouping users by shared characteristics to understand retention, engagement, and behaviour over time.
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Measuring how many users return over time to understand stickiness, drop-off, and long-term value.
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Measuring loyalty and advocacy through a standard recommendation question tracked over time.
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Analysing large volumes of qualitative feedback to understand user perception, emotional tone, and recurring themes.
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Understanding how users perceive a brand through trust, emotion, positioning, and comparison to competitors.
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Breaking down a job to be done into core stages so unmet needs, constraints, and innovation opportunities become clearer.
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Understanding why people choose, switch, or abandon products by exploring the motivations and forces behind real decisions.
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Defining what users are really trying to achieve so products can be shaped around intent, priorities, and real needs.
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Turning research and pain points into prioritised opportunities so teams can move from insight to action more clearly.
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Visualising the wider system around a product or service so dependencies, relationships, risks, and opportunities become clearer.
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Identifying and organising stakeholders so influence, priorities, relationships, and potential conflicts are clearer.
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Evaluating how channels perform and connect so cross-channel gaps, inconsistencies, and integration opportunities become clearer.
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Delivering a service manually to validate user value and demand before investing in automation or full product build.
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Measuring real demand for unbuilt ideas by tracking interactions with realistic entry points before investing in development.
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Creating assumption-based early user profiles to guide design and prioritise what to validate through research.
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Grouping users by observed behaviours to tailor experiences, prioritise improvements, and drive data-informed UX decisions.
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Identifying the functional, emotional, and social jobs users need done to guide product and UX decisions.
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Categorising features by satisfaction impact to prioritise must-haves, performance drivers, and delighters.
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Mapping assumptions by certainty and impact to prioritise validation and reduce product and design risk.
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Testing high-risk assumptions with lightweight experiments to reduce uncertainty and guide product decisions with evidence.
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Ranking features by user value, business value, effort, and risk to focus roadmap delivery on highest-impact outcomes.
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Scoring initiatives by Reach, Impact, Confidence, and Effort to prioritise roadmap work transparently.
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Categorising work into Must, Should, Could, and Won’t to align scope, trade-offs, and delivery priorities.
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Analysing support requests to uncover recurring user pain points, prioritise fixes, and reduce product friction.
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Reviewing support calls and related interactions to identify recurring friction, root causes, and UX improvement opportunities.
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Analysing sales conversations to uncover user motivations, objections, and opportunities to improve conversion and UX.
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Analysing customer reviews to uncover recurring pain points, sentiment trends, and opportunities for UX and product improvement.
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Examining complaints to identify recurring root causes, reduce frustration, and prioritise UX and product improvements.
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Monitoring online conversations to uncover sentiment, recurring pain points, and emerging opportunities for UX improvement.
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Using repeated ‘why’ questioning to identify root causes behind recurring UX and product issues.
Read guideLET'S WORK TOGETHER
UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.
Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer