/customers expect
We talk to your customers, watch them use your product and turn what we learn into a clear plan. You decide what to build next with evidence in hand.
↓Each loop runs a different study: notes land on the journey stage where they happened
UX research & strategy,explained without jargon.
What is UX research and strategy?
One idea at a time. Each sheet lays over the last, so the picture builds up. Tap a number to jump.
It is like a doctor asking questions and running tests before writing a prescription.
UX research means learning how real people go about a task your product helps with, and where they struggle.
We do this by talking to them, watching them use a site or app, and reading your data.
Strategy is the next step: we turn those findings into decisions about what to build, change or drop.
The result is a short plan your whole team can agree on.
Picture a business like yours,in three frames.
A typical situation, not a client story. The line in each frame goes from tangled to straight as the work is done.
A Lucknow tutoring app deciding between two new features
Heard yourself say this?Count how many fit.
Five things owners tell us before a project like this starts. Every one you recognise adds a tally mark.
Tap the lines you have said this year.
One fits. Worth a short call to see if UX research & strategy is the right fix.
Two fit. A short call will tell you whether to do this now or later.
Three fit. This is probably worth planning soon.
Four fit. You are losing time to this already.
All five. This page was written for you.
Six parts,all handed over to you.
Your UX research & strategy work is made of these six parts. The comb lights each one in turn; tap a cell to read it.
Research plan
A one-page plan listing the questions we will answer, who we will speak to and which methods we will use. You approve it before any calls are booked.
Interview and test recordings
Recorded sessions with consent, stored in your own Google Drive or similar. Your team can watch the raw footage anytime.
Findings report
Patterns we saw across sessions, each backed by quotes and clips. Every finding is marked as strong, moderate or tentative evidence.
User types and jobs
Short profiles describing the main kinds of customers and the jobs they hire your product to do. These replace guessed personas with ones drawn from what people told us.
Customer journey map
A visual of every step from first hearing about you to repeat use, with feelings and drop-off points marked. It is built in FigJam so you can edit it later.
Opportunity backlog
A ranked list of changes scored on customer value and effort to build. Your product or tech team can lift it straight into Jira, Trello or Linear.
- Research plan
- Interview and test recordings
- Findings report
- User types and jobs
- Customer journey map
- Opportunity backlog
The question we hear most:Interviews or usability testing?
The board turns through each option. Tap one to hold it and read the trade-off.
You are early, unsure what problem to solve, or planning a new product line.
You learn motivations and context, though people describe what they think they do, which can differ from what they actually do.
You already have a site, app or prototype and want to see where people get stuck.
You see real behaviour on specific tasks, though it tells you less about why someone needed the product in the first place.
You are about to commit to a large redesign or rebuild and need both direction and detail.
It takes a little longer and needs more participants, which adds to the research budget.
Four legs of one relay,about 4 weeks, start to finish.
Each leg is sized by how long it usually takes. Watch the baton go round, or tap a leg to jump there.
Four things that trip a project,and the fix we fit instead.
Each fuse is a mistake we see often. Watch it blow and get replaced, or tap a fuse to read the fix.
Asking customers which features they want
We ask about recent real situations instead, because past behaviour predicts more than wish lists.
Only talking to happy, loyal customers
We deliberately include people who tried you and left, since they show where the experience breaks.
Treating a survey as research
We use surveys to measure how common a problem is, after interviews have shown what the problem is.
Filing the report and moving on
We end with a ranked backlog and an owner for each item so findings turn into work.
Four factors,four corners of your project.
Each corner grows when that factor is on the larger side. The outline is your project's footprint, and the quote follows it.
A compact project. The smallest footprint for your quote.
Mostly compact, with one area that needs more work.
A balanced build. Half the factors on each side.
A larger build. Most areas need extra work and time.
The full footprint. Every factor on the larger side.
UX research & strategy questions,answered plainly.
Search the answers. If yours is missing, ask us on the call.
Getting startedHow many people do you need to talk to?
For usability problems, five to eight people per customer type usually reveal the main issues. For interviews about needs, we keep going until new sessions stop adding new themes, often around eight to twelve. We tell you the number in the plan before we start.
Cost & timeWhat does a research round cost and how long does it take?
Cost depends on how many people we speak to, how hard they are to find and whether we travel. A focused round with your own customers takes two to three weeks. Once we know who you want us to speak to, the participant count and price go into a written research quote.
In IndiaCan you research customers who speak Hindi, Tamil or other languages?
Yes. We run sessions in the language participants are most comfortable with, using a moderator fluent in it where needed. Quotes are translated into English in the report, with the original kept alongside.
OwnershipWho owns the recordings and notes?
You do. Recordings, notes and the final report are stored in your accounts, and you can reuse them for training, marketing insight or future projects.
Getting startedHow do you handle participant privacy?
Each participant gives written consent before recording, and we collect only what the study needs. We follow the principles of the Digital Personal Data Protection Act, and you should check specific obligations with your adviser.
Getting startedCan we join the sessions?
Yes, and we encourage it. Team members can watch live with cameras off or review clips later. Seeing a customer struggle first-hand often settles debates faster than any report.
Getting startedWe have no product yet. Is research still useful?
It is most useful then. We speak to people who have the problem you want to solve and learn how they handle it today. That helps you avoid building something nobody will switch to.
Getting startedWhat happens after the research is done?
You can take the backlog to your own team, or move into design with us using the same findings. Many clients also book a lighter research round every quarter to check new ideas.
Works well alongside,from the same practice.
Stop guessing what customers want. Let's go and ask them.
Tell us the decision you are facing, and we will propose a research plan within 48 hours.