Ethnography is based on the observation of a specific culture, society or group of people. In contrast with self-reported data-collecting methodologies such as surveys or focus groups, ethnography is carried out in the respondents’ context with the objective of connecting what people say with their actual behaviour. This makes it an ideal methodology to gain insights into unstated desires and sociocultural influences that inform product usage. I help get your team-members out of the office and into the homes, workplaces, stores and streets to meet your customers. They’re just like you and me.

Eye tracking

Eye tracking is a technology, not a methodology. Eyetracking enables measurement of a variety of eye-movements that are strongly correlated with visual attention, cognition and emotion. Used in conjuction with subjective questioning, the behavioural data from eyetracking allows for more accurate triangulation than a human observer and offers a large set of compelling data visualisations that speak to everyone on the team.

Focus Group

Focus groups offer a unique opportunity to obtain rich feedback in a very short amount of time. Group dynamics can (and should) be used to generate ideas and understand points of consensus, divergence and influence relative to your concept, product, service or brand. Focus groups are an ideal setting for both product and card sorts as they provide the opportunity to obtain qualitative insights into the mental models used by participants.

Prototype Review

A prototype explicitly and implicitly contains the attributes of a product or service that enable it to be evaluated on all of the levels necessary for its successful implementation. I can help you review your prototype prior to user-testing in order to ensure you make the best of your time with users in the field.

Usability Testing

Usability is an integral part of the user experience. Usability enables the people who use your product, service or process to do so in an effective, efficient and satisfactory manner in a specified context of use. Usability tests are conducted in lab-settings, remotely via the web, in-situ at a user's home, place of work, or at points of sale or service. In order to enable you to observe users’ desired paths through the experience and provide the best insights into both successful and less successful aspects of the design, I recommend that tasks be formulated as user goals. Participants may be asked to move through the experience independently (paths through the experience are not imposed) or through pre-determined scenarios. Participants can be cued to consider specific design aspects or content as well as providing spontaneous feedback.


Wireframes are the visual schematic expression of an underlying information architecture, itself derived from user experience scenarios, business goals, technology and creative. Wireframes generally depict onscreen interfaces, showing how content and navigation elements function together and how user interactions with the interface may typically proceed. Wireframes can provide a basis for testable prototypes but should never be considered hi-fidelity as they generally lack the graphic design and copy of the final product. I develop wireframes in iteration with everyone necessary to the success of your project.