Services that simplify complexity, refine journeys, and remove the friction that stops digital products working properly.

Services

User Research

Understanding how people actually use your product before decisions get made.

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READING MATERIAL

Guide: User Interviews Guide: Stakeholder Interviews Guide: Usability Testing Guide: Mental Model Mapping Guide: Jobs To Be Done

Glossary: User Journey Glossary: Mental Model Glossary: Stakeholder Article: Why most research tells you what you already know Article: The biggest mistake teams make when running user interviews

User Experience

Designing digital products that are clear, intuitive, and genuinely useful.

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READING MATERIAL

Guide: Usability Testing Guide: Prototype Testing Guide: Mental Model Mapping Guide: Journey Mapping Guide: Feature Prioritisation

Glossary: User Experience Glossary: User Journey Glossary: Usability Testing Article: Good UX often means hiding the mess Article: What UX is and isn’t

UI Design

Designing clear, consistent interfaces that look right and work properly across real products.

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READING MATERIAL

Guide: Prototype Testing Guide: Usability Testing Guide: A/B Testing Guide: Tree Testing Guide: Accessibility Audit

Glossary: Design System Glossary: Visual Hierarchy Glossary: Accessibility Article: UX and UI are not the same thing Article: Why polished interfaces still fail users

Accessibility

Building products that are usable, compliant, and inclusive from the start, not patched later.

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READING MATERIAL

Guide: Accessibility Audit Guide: WCAG Review Guide: Screen Reader Testing Guide: Keyboard Navigation Testing Guide: Usability Testing

Glossary: Accessibility Glossary: WCAG Glossary: Design System Article: Accessibility is not a feature Article: WCAG compliance does not mean usable

Information Architecture

Structuring complex systems and content so people can find what they need without friction.

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READING MATERIAL

Guide: Tree Testing Guide: Content Audit Guide: Mental Model Mapping Guide: Prototype Testing Guide: Usability Testing

Glossary: Information Architecture Glossary: Content Audit Glossary: User Journey Article: Why navigation is not information architecture Article: Good IA reduces thinking, bad IA creates it

Service Design

Connecting teams, systems, and journeys so services work end to end without dropped handoffs.

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READING MATERIAL

Guide: Service Blueprinting Guide: Stakeholder Interviews Guide: Content Audit Guide: Assumption Mapping Guide: Journey Mapping

Glossary: Service Design Glossary: Service Blueprint Glossary: Stakeholder Article: You cannot design your way out of a broken process Article: Good UX often means hiding the mess

Conversion Optimisation

Improving journeys, reducing friction, and turning more visitors into customers.

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READING MATERIAL

Guide: A/B Testing Guide: Split Testing Guide: CTA Testing Guide: Landing Page Testing Guide: Conversion Path Analysis

Glossary: Conversion Rate Glossary: Conversion Glossary: Experiment Article: The real reason users drop off is not what you think Article: The difference between fixing UX and fixing the product

Digital Strategy

Helping organisations rethink products, services, and systems for the digital world.

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READING MATERIAL

Guide: Assumption Mapping Guide: Assumption Testing Guide: Feature Prioritisation Guide: Jobs To Be Done Guide: Stakeholder Interviews

Glossary: Digital Strategy Glossary: Product Strategy Glossary: Service Design Article: Why most digital strategies fail before they start Article: Digital strategy is not a roadmap

Artificial Intelligence

Exploring practical ways AI can improve digital products, services, and experiences.

Explore Artificial Intelligence

READING MATERIAL

Guide: Assumption Mapping Guide: Prototype Testing Guide: Feature Prioritisation Guide: Usability Testing Guide: Jobs To Be Done

Glossary: Experiment Glossary: Product Strategy Glossary: Design System Article: AI is a tool, not a designer Article: Human-in-the-loop is not optional

LET'S WORK TOGETHER

Ready to improve your product?

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.

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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

01/20