I moderated focus groups and conducted field studies and user interviews to help build a deeper understanding of user needs.

A combination of qualitative (in-depth, one-to-one) and quantitative (more data, less detail) research methods helped build richer user profiles, expressed as personas and customer journeys.

Focus group moderation

Moderating a focus group with bereaved relatives was one of my most rewarding research experiences. I used simple, open questions and spoke relatively little to give participants the space to discuss their experiences. The video of the session was so insightful that it became required watching across the business, and helped us to refine our approaches to UX, content and marketing.

In the screenshot below, participants’ faces have been blurred to respect confidentiality.

Focus group - participants blurred


Personas are important, powerful UX artefacts. They condense evidence about users into a set of fictional people, each with concise, easily digestible information about their demographic, daily life, motivations and challenges. The personas become the focal-point for future development, to help stay user-centric. 

Persona example
Persona example
Persona example
Persona example

Customer journeys

Customer journeys chart the practical and emotional journey of customers before, during and after their interaction with a service. They help us to understand the challenges at certain touchpoints. They’re different from user journeys for a particular product or piece of software – they have broader ramifications for the business. Below, an example of a customer journey I produced, based on detailed evidence from feedback, user interviews and market research.

Customer journey example

Quantitative research

In addition to the qualitative research above, I’ve undertaken various quantitative research, including regular user surveys and periodic market research.

Market research page 2
Market research page 1