Research & Strategy

Research & Strategy: Uncovering Patterns, Driving Change

Why Research & Strategy Matter

User experience challenges don’t exist in isolation—they emerge from workflows, organizational structures, and systemic constraints. Traditional UX research often stops at usability issues, but true strategic impact requires going deeper. Our research goes beyond surface-level pain points to reveal the hidden forces shaping user experience, helping teams move from insight to action.

What We Do

  • Uncover the root causes of UX challenges—not just surface-level usability issues but the deeper workflows, behaviours, and system constraints shaping user experience.

  • To identify patterns, friction points, and hidden dependencies, we use a mix of qualitative and system-aware research methods, including cognitive walkthroughs, in-depth interviews, and journey mapping.

  • Deliver research outputs that drive real change, from actionable journey maps and workflow audits to strategic and systemic insights that inform design, product, and organizational decisions at all levels.

Who This Is For

  • Product and UX teams seeking to understand why UX challenges persist despite iterative improvements.

  • Organizations facing recurring UX or service breakdowns across multiple touchpoints.

  • Leaders looking for research that informs not just design, but business and operational strategy.

Key Research Methods

We apply a range of research techniques to ensure a complete, system-aware understanding of UX challenges:

Cognitive Walkthroughs

A method to evaluate how users navigate a system, identifying breakdowns in decision-making, usability, and workflow efficiency. Useful for pinpointing high-friction areas that may not be apparent through standard usability testing.

In-Depth Interviews

We have conversations with users, stakeholders, and cross-functional teams to uncover pain points, mental models, and systemic challenges that impact experience. We analyze patterns beyond individual interactions to see the bigger picture.

Journey Mapping & Workflow Analysis

Visualizing user journeys across multiple touchpoints, including organizational silos, external dependencies, and operational constraints. This helps teams understand how users interact with a system, why problems emerge, and where interventions can be most effective.

Stakeholder & Ecosystem Mapping

UX doesn’t happen in a vacuum. We identify the people, teams, and systems that influence experience, uncovering dependencies and conflicting priorities that may be shaping (or limiting) design decisions.



Turning Insights into Action

Strategic UX research should lead to real, scalable change. Our research doesn’t just identify problems—it delivers clear, prioritized recommendations aligned with tactical, functional, strategic, and systemic improvements.

Our Research Delivers:

✅ Clear journey maps and workflow insights that help teams make targeted improvements.
✅ Evidence-backed recommendations for UX, service, and product teams.
✅ Alignment workshops to translate findings into actionable next steps.
✅ Systemic insights that reveal broader opportunities for innovation.

Let’s Move Beyond Surface-Level Fixes

Great experiences aren’t just designed—they’re built on deep understanding. Our systems-aware UX research helps you see beyond usability to create solutions that work across teams, workflows, and entire ecosystems.

Ready to uncover what’s really shaping your user experience? Let’s Talk