User Research

Our User Research Service is designed to provide a deep understanding of how users interact with your service, regardless of platform.

We focus on gathering insights into user behaviours, experiences, and needs across different demographics. This service explores the full user journey, capturing feedback on both digital and non-digital interactions. By engaging directly with users and stakeholders, we deliver actionable insights that help you improve service delivery, refine user experience, and better align with the real-world needs of your audience.

What’s included?

Step 1:

Scope and planning workshop

This initial workshop sets the foundation for the project by defining the research objectives, identifying key stakeholders, and aligning on the desired outcomes. We ensure all parties have a shared understanding of the research goals and scope, focusing on the broader service experience rather than just digital touchpoints. This alignment helps set clear expectations and guides the research process effectively.

Step 2:

Data and analytics review

We conduct a comprehensive review of existing data and analytics across all service channels, including digital and non-digital interactions. This step involves analysing user behaviour, service performance metrics, and operational data. The goal is to create a data-driven foundation that informs the research process, highlighting both online and offline areas that require further exploration.

Step 3:

Define key user journeys

We map out the critical user journeys that are central to your entire service, not just digital platforms. This involves identifying the primary tasks users need to complete and how they interact with various service touchpoints whether digital, in-person, or via other channels. Understanding these journeys ensures the research focuses on the most impactful aspects of the overall user experience.

Step 4:

Develop a research plan

We develop a comprehensive research plan that outlines the methodologies and tools to be used for gathering insights from stakeholders and end users across all relevant service channels. The plan includes the scope of research activities such as surveys, interviews, observational studies, and usability testing. This ensures systematic data collection that accurately reflects user interactions across the service landscape.

Step 5:

Stakeholder engagement

We engage with a broad range of stakeholders, including internal teams, partners, and external collaborators, to gather their insights, expectations, and concerns regarding the service. Through interviews or workshops, we ensure that a wide array of perspectives is understood and integrated into the research process, aligning the research outcomes with both organisational goals and broader service delivery considerations.

Step 6:

End user engagement

We conduct surveys, focus groups, or interviews with a diverse sample of end users, covering different demographics and service usage scenarios. This step is crucial for capturing a comprehensive understanding of user needs, pain points, and experiences across all service touchpoints, ensuring that the service design meets the real-world needs of its users.

Step 7:

End user testing

Usability testing is conducted with end users to validate the effectiveness of the service across all interaction points. By observing users as they navigate the service whether online, in-person, or through other channels. We identify obstacles or frustrations and gather feedback on potential improvements. This iterative testing process helps refine the service design based on direct user input.

Step 8:

Research analysis and platform recommendations

After collecting all data and feedback, we conduct a thorough analysis to identify key insights and trends across the entire service. We then provide actionable recommendations for improving the service’s overall performance, user experience, and alignment with user needs. These recommendations will guide the next steps in refining or developing your service to better meet the expectations and needs of all users.

5 Deliverables and benefits you’ll receive

Comprehensive user research report
A comprehensive report that captures in-depth insights into user behaviours, experiences, and needs across your service.
User testing results
A detailed analysis of usability testing results, showcasing how different user groups navigate and interact with your service.
User journey maps
Visual representations of key user journeys across your service, illustrating the steps users take to achieve their goals. These maps cover the full spectrum of service interactions, from digital to in-person experiences, providing a clear picture of the user experience.
User personas
Detailed profiles of your key user groups, representing their goals, behaviours, needs, and pain points. These personas are developed based on real data and insights gathered from your users, providing a clear picture of who your users are.
Roadmap and recommendations based on user insight
A strategic roadmap that outlines actionable recommendations for improving your service, based on the insights gathered from user research and testing. This roadmap prioritises actions based on their impact and feasibility, ensuring that you can implement changes efficiently.