totally understand your customer

Gain deep customer insight to better understand their behaviours, needs, and barriers.

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Interviews (1:1 or focus groups) are our most common methodology: can be remote, contextual or in our world-class labs, The Insight Rooms. Our approach is always tailor made for the project’s objectives.

Diary studies

Diary studies offer an in-depth means of capturing the experiences of an individual. This journaling is later analysed by the research team to look for recurring patterns or significant events. Diary studies can be used for discovery research or to evaluate products over a period of time, capturing feedback ‘in the moment’.

Contextual inquiry

Interviews are conducted in the context of where behaviours occur (home, branch, work). What makes it different from ethnography is a narrow focus on the context of product usage, with participants demonstrating processes of interest. The method is useful to understand key considerations for the task, uncovering unmet needs, workarounds, and potential redesign opportunities.


Ethnography helps build empathy through rich insights in users’ behaviours, culture, motivations and conventions. It can be useful for finding areas ripe for innovation. Interviews can take place in the participant’s home, place of work, or other relevant locations. By going to where the action occurs, the approach produces rich insights into behaviours, core needs and opinions.

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Product design

Product design for if you need help bringing your product or service to life. We use rigorous hypothesis-driven design to turn a concept into a valuable product. We offer product design tailored to your confidence of the requirements; lower resolution prototypes to test desirability all the way to high resolution prototypes to test design elements or micro-copy.

Journey mapping

Current State Journey Mapping will help you understand all of the points of interactions between your service and users. This could be between staff and users or a specific interaction between groups of staff. We can identify the key pain points and opportunities for improvement.

Usability testing

Helps testing a product from users’ point of view. We test your ideas at any level of development, from paper-based sketches or wireframes, to click-dummies or the live product or service. (Potential) users perform a series of tasks in semi-structured interviews with a facilitator. Actions are observed, perceptions and expectations are gathered.

Expert reviews

For early feedback to ‘iron out wrinkles’ and shape designs. We’re firm believers in the value of researching with users. Expert reviews bring our analytical abilities and experience to designs early on. This could act as a primer for a larger project, to help define objectives, or on an ad-hoc, on-going basis.

Derisk change by mapping unintended consequences

We can help you de-risk change by exploring the expected and unintended consequences of changes you’re planning. We can then help you mitigate the risks which may arise.

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Accessibility research

Accessibility research can give you input from users with a range of access needs to ensure your service is right for everyone. We regularly conduct accessibility research (in lab or in-context), involving participants with a wide variety of access needs such as visual impairments, neurodiversity, motor-impairments, and more.

Accessibility audits

Accessibility audits are available from people with lived experience through our accessibility partner. We offer audits (on coded designs), as well as lite accessibility reviews (on static designs/flats) to inform early design directions.

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Card sorting

Card sorting can be used to group, or refine the grouping of, information. Designing your information architecture (IA) enables users to find information given their expectations. You can learn how users expect information to be grouped, labelled and what content is most important for them.

Tree testing

Tree testing offers a way to test how effectively information is arranged to ensure users find content where they expect it to be.

Need data to help inform a design decision?

Surveys are useful for gathering insights or validating design choices with a large sample. Surveys can gather feedback on a particular design or understand opinions, to draw conclusions about a larger population of users.


Benchmarking involves collecting scores from users to assess the merit of your ideas against project objectives. We can use this to add quantitative validation to qualitative research or as a standalone survey.

headshot of Ben, Director of Spotless
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Ben is on hand to answer your questions.