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Guiding philosophy

Our approach to analysis

The Double Diamond model, highlighting the deliver stageThe Double Diamond model, highlighting the deliver stage
How we analyse
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Test, analyse, refine

Evaluate to iterate

In the analysis phase, the focus shifts towards evaluating and assessing the effectiveness of the design solutions that have been proposed or implemented during the design phase. Collecting, reviewing and interpreting the data collected during this phase provides meaningful insights that will inform future design iterations.

Often neglected, this phase is critical for identifying areas for refinement and optimisation. It ensures that the design solution is meeting user expectations, identifies barriers that may exclude people from using the product effectively, and aligns with project goals.

Analysis in action

Key activities

This phase, often referred to as the evaluation phase, is an important part of product design that can be used to continuously improve the user experience. Explore some of the key activities we perform:

Heuristic evaluation

Design solutions are assessed against a set of usability principles for adherence to best practices, to identify potential usability issues, and to provide recommendations for improvement.

Usability testing

Users are given specific tasks to perform, and their interactions, feedback, and performance are observed and analysed to identify usability issues and opportunities for improvement.

Analytics analysis

Quantitative data collected from analytics tools, such as website or app usage data, can provide valuable insights into user behaviour and the effectiveness of the design.

Stakeholder review

Gathering feedback from stakeholders, such as product managers and developers, to identify any potential issues and ensure alignment with project goals.

Interviews and surveys

Feedback from users through surveys, interviews, or feedback forms is analysed to gather satisfaction levels and suggestions regarding the design solutions.

Comparative analysis

The performance of the proposed or implemented design solution is assessed through comparison with the initial project goals, existing benchmarks, or competitor offerings.

Accessibility evaluation

The accessibility of the design is assessed  by reviewing compliance with accessibility standards, conducting assistive technology testing, and addressing any barriers that may hinder inclusivity.

Heatmap analysis

Visual representations of user interactions are analysed to gather insights into user engagement, attention, and interaction patterns — helping to identify areas of high and low user interest or interaction.

Why us

How we can support you

Industry best practice

You can be confident that any analysis and evaluation is conducted using the latest methodologies, tools, and industry-standard best practices.

More manpower

Larger projects or extensive data sets can require a significant amount of resources. We can help to ensure a timely completion of the analysis phase.

Larger participant pool

We have established participant recruitment methodologies that can yield diverse and representative user samples.


Outsourcing design talent can be more cost-effective than hiring internal employees, particularly when it comes to short-term projects.

Keep your focus

Outsourcing allows you to focus on your business’s core competencies and allocate more resources to primary business functions.

Faster turnaround

We are dedicated to completing projects within a specific timeframe, and have the necessary resources to ensure that projects are completed on time.

What's next?

Continuous discovery

Continuous discovery is an ongoing and iterative process of research, design and analysis throughout the design lifecycle. We consistently seek a deep understanding of user needs, behaviours, and preferences to drive product improvements.

See our approach to research
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