01
Observe
See how people actually use the product in the real world day to day, not how it was intended to work.
User Experience
User experience that makes complex products easier to use.
Improve journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.
HOW I WORK
My approach
Find what is happening, understand where things break down, make the right improvements, then keep refining over time.
02
Understand
Identify where glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term, confusion, or glossaryDrop-offDrop-off refers to users leaving a journey before completing a desired action or reaching the next step.Open glossary term is happening, and what is really causing it underneath.
03
Improve
Make targeted changes that improve glossaryDelightMoments that exceed user expectations.Open glossary term, glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term, and glossaryUsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term without adding unnecessary complexity.
04
Refine
Measure what changed, learn from it, and continue improving based on real glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term over time.
Sound familiar?
SURFACE LEVEL QUALITY
Looks good. Doesn’t work.
Journeys look polished, but users get stuck or drop off.
UNCLEAR USER FLOW
Too many steps. No clear path.
Users are forced to think instead of just moving forward.
LACK OF ALIGNMENT
Everyone has an opinion
But no one actually knows what’s working.
ACCUMULATED FRICTION
It works… just not very well
Nothing’s broken, but everything feels harder than it should.
FRAGILE FOUNDATIONS
Built on edge cases
Users are finding their own way around the product.
UNINTENDED CONSEQUENCES
Fixes create new problems
One change solves something, breaks something else.
NO DECISION FRAMEWORK
Data without direction
You’ve got the numbers, but no clear answer.
WORKAROUNDS
Teams filling the gaps
Support, workarounds, and internal fixes doing the job UX should be doing.
Can this be fixed? Yes.
01/12
Proof. Pudding.
Not theory. Already delivered.
Real projects showing the problem, the UX approach, and the outcome it delivered.
Case study
Key Areas
User journeys
Information architecture
Stakeholder alignment
Workshops
Usability testing
Problem
No single place to manage a car after purchase.
Ownership was fragmented across sales, manufacturing, and aftercare.
Process
Ran research across customers and internal teams to understand real ownership journeys.
Mapped systems, defined IA and flows, and aligned teams early to remove friction.
Outcomes
Fast stakeholder alignment, no rework.
Validated through testing, delivering a simpler, joined-up ownership experience.
Case study
Key Areas
Journey mapping
Funnel analysis
Drop-off analysis
Flow optimisation
Problem
Complex identity journeys were creating friction at critical moments.
Verification had to work across multiple steps and systems without making progress feel harder than it should.
Process
UX work grounded in real journeys, friction points, and what users were actually trying to do.
The flow was simplified and the experience clarified so identity verification felt more direct.
Outcomes
Clearer flows, stronger usability, and an experience that made progress easier for users and teams alike.
Case study
Key Areas
Journey mapping
Legacy systems
Flow simplification
Usability
Problem
Banking journeys needed to improve inside legacy constraints.
The product had to work better without pretending the underlying complexity was not there.
Process
Existing journeys were mapped against real operational and platform constraints.
The experience was simplified so the product became clearer without forcing a full redesign.
Outcomes
Clearer banking journeys that worked better within the real limits of the product and platform.
Case study
Key Areas
Onboarding UX
Flow design
Friction removal
Conversion
Problem
Onboarding and payment flows needed to feel faster and clearer.
Users were hesitating in key moments and the path through the product needed to feel more direct.
Process
The onboarding flow was reviewed step by step to see where users were slowing down or dropping out.
The experience was simplified so the route through the product became easier to complete.
Outcomes
A more intuitive onboarding experience that reduced friction and improved the path to action.
Related resources
Related guides and glossary terms for this service.
Related glossary terms
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.
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