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Guiding philosophy

Our approach to research

The Double Diamond model, highlighting the discover stageThe Double Diamond model, highlighting the discover stage
How we research
Chips, the Jack Russell, listening

Listen, observe, learn

Understanding user needs

The research phase serves as a foundation for the entire UX design process, ensuring that design decisions are rooted in user needs and real-world context. Insights gained from this phase will inform the design phase.

During our research phase, we consider the full range of human diversity, including language, culture, gender, age, and ability. By working with us, you’ll gain a deep understanding of your problem space, identify user needs and pain points, uncover opportunities, and define your project’s scope.

How we research

Key activities

We understand that every project is unique and requires its own tailored research approach. Below you can explore some of the key research activities we use to help you understand the how and the why:

User interviews

Conducting one-on-one interviews with users — remotely or in person — to gather qualitative data about their goals, motivations, and pain points.

Surveys and questionnaires

Distributing surveys and questionnaires to a larger user base to gather quantitative data, and to collect statistical insights into user preferences, demographics, and usage patterns.

Contextual inquiry

Observing users in their natural environment to understand their behaviours, task flows, needs, preferences, and the real-world context in which the product or service will be used.

Landscape analysis

Analysing the broader context of the product or service, including the market, industry trends, competition, and user behaviours to gain insights that inform the design process.

Persona development

Creating fictional characters that represent different user types within the target audience, helping an organisation to understand and empathise with the needs of each user group.

Analytics and data analysis

Analysing quantitative data from tools like Google Analytics to gain insights into user behaviour, usage patterns, and engagement metrics.

Peer research

Reviewing in-depth studies, experiments, and scholarly discussions that offer insights into user behaviour, cognitive processes, human-computer interaction, and other topics relevant to the problem space.

Mental model analysis

Using various techniques such as card sorting and journey mapping to gain insights into the thought processes, assumptions, and conceptual frameworks of users.

Why us

How we can support you

Research expertise

We provide specialised expertise in specific areas of UX research that may not be present in your internal team.

Dedicated research

When resources are not available for internal research, we can conduct user research to inform your design team's decisions.

An outside perspective

We provide an objective outside perspective on existing discovery work, helping to identify knowledge gaps and areas for improvement.


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?

Our approach to design

The insights gained from the research and discovery are translated into tangible design solutions. Our approach involves creating and iterating on design concepts to meet the needs and goals of the users.

See our design approach
Digital illustration of a girl drawing on a tablet