UX Research & Design

The baseline is task completion rate, time-on-task, error rate, and drop-off points in key flows (onboarding, checkout, primary action). On the qualitative side, System Usability Scale (SUS) scores come from user sessions, plus heatmap data if available. That baseline is set before any change is recommended - so improvements can be measured against actual data, not opinion.

Yes - user research is not optional on UX projects. Five to eight moderated user interviews run at the start of a project, which is sufficient to surface the majority of usability patterns. For products that already have users, unmoderated task-based sessions run too using screen recording tools. You're involved in defining the participant profiles and reviewing the findings before any design work begins.

Multi-role platforms are a speciality. Each role gets mapped as a separate journey first, which then identifies the touchpoints where roles intersect (e.g., an admin approving an action triggered by a customer). This intersection mapping often reveals the most critical design problems - roles that share a flow but have different goals and mental models require careful information architecture to serve both without confusion.

Low-fidelity prototypes test the logic of a flow without the distraction of visual polish. When users interact with a wireframe, their feedback is purely about structure and sequence - not colour or typography - which means you get clean signal on whether the product makes sense. Catching a structural problem at wireframe stage costs a fraction of what it costs to rebuild after high-fidelity design or development has started.

You get a lightweight feedback loop: analytics review every four to six weeks, a short usability session with three to five users each quarter, and a prioritised backlog of UX improvements. This is not a retainer - it is a defined process you can run yourself. It is documented as a Continuous Iteration Framework your team can operate independently.