Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Paway
UX Design App Project
Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Hi, I'm a User Experience and Research Lead
I help businesses develop and grow revenue by understanding people through research and strategy.
My Go-to-market research strategy
My Four-Level Framework for strategic UX Research:
My structured research approach helps me create solutions that are not only innovative but also aligned with the socio-political landscape, public sector needs, private sector needs and also user expectations. By applying the Four Levels of Research, I build scalable, user-centric digital solutions that make a real impact on government services and digital transformation initiatives.
Country-Level Research – The Macro View
This level is about understanding the nation as a whole—its governance structures, policies, public services, and cultural expectations around digital adoption.
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Key Focus Areas:
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How a country public sector operates at national, regional, and local levels.
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Digital infrastructure and accessibility challenges across different regions.
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Cultural attitudes toward communication and digital services.
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Trust, security, and ethical considerations in public and private sector digitisation.
Methods Used:
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Stakeholder interviews with directorates, local authorities, and businesses.
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Comparative analysis of other countries' digital communication models.
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Policy and regulatory research to ensure alignment with Scotland’s digital strategy.
This layer ensures that our solutions are not just technically sound but socially and politically relevant for a country.
Service-Level Research – Understanding the Full Journey
Here, we zoom in from the country level to focus on how users interact with the service itself—from awareness and onboarding to daily usage and integrations.
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Key Focus Areas:
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The user journey—from initial awareness to registration and ongoing engagement.
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How our platform integrates into existing products, services and CMS systems.
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Identifying potential friction points in onboarding and first-time use.
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Accessibility and usability standards to ensure inclusivity.
Methods Used:
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Service blueprinting to map user touchpoints across departments.
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Journey mapping workshops with stakeholders and end-users.
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Usability testing with different user groups, including accessibility testing.
This level ensures that our solution seamlessly fits into existing workflows while improving efficiency and user experience.
High-Demand Use
Case Research: Deep Problem Solving
Some services have complex workflows that require deep research to fully understand and improve. These are high-demand use cases where digital transformation can have a significant impact.
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Key Focus Areas:
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Complex, high-volume services (e.g., NHS outpatient referrals, airport schedules...)
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Workflows with multiple stakeholders (e.g., citizens, staff, IT teams).
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Identifying pain points and inefficiencies that cause delays or confusion.
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Triangulating insights through multiple research methodologies.
Methods Used:
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Three-level methodology combining ethnographic research, usability testing, and accessibility evaluations.
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Shadowing staff in real environments to see processes firsthand.
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Co-design sessions with frontline workers to prototype new workflows.
This level ensures that we are designing for real impact, solving genuine problems, and improving efficiency in areas that need it most.
Low-Demand Use Case Research – Ensuring Consistency
In some cases, we’re not leading the research but instead collaborating with partner companies who run their own studies. My role is to ensure that the user experience remains seamless across different research efforts.
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Key Focus Areas:
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Aligning with partner companies
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Establishing research guidelines and best practices to ensure high-quality insights.
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Validating that external research aligns with our accessibility and usability standards.
Methods Used:
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Research oversight and governance—ensuring external teams align with our framework.
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Heuristic reviews of external research findings to identify gaps or inconsistencies.
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Integration testing to validate that different research-led solutions work together cohesively.
This level ensures that even when research responsibilities are shared, the user experience remains unified and high-quality.
Competitive Intelligence
I analyse competitors' strategies, strengths, and weaknesses to identify gaps and opportunities in public sector digital transformation. By leveraging comparative analysis and stakeholder insights, I position my solutions to address unmet needs and differentiate through usability, accessibility, and efficiency. This intelligence-driven approach ensures that my research remains proactive, adaptable, and aligned with evolving digital landscapes.
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Market and Competitor Analysis: I track key players in the public sector digital landscape, identifying their approaches, technological capabilities, and user engagement strategies.
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SWOT Analysis: I evaluate competitors’ strengths, weaknesses, opportunities, and threats to determine where my solutions can outperform or provide unique value.
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Stakeholder Insights: Through direct engagement with policymakers, IT leaders, and service providers, I gather firsthand perspectives on industry challenges and expectations.
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Comparative Benchmarking: I analyse international and domestic digital government initiatives to identify best practices and areas for improvement.
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Usability and Accessibility Assessment: By reviewing competitors' platforms, I pinpoint gaps in user experience, accessibility, and efficiency that my solutions can address.
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Trend Monitoring: I stay informed on policy shifts, regulatory changes, and emerging technologies to ensure my research is proactive and adaptable.
Business Development Through UX Research
I integrate UX research into business development to build digital solutions that resonate with stakeholders and users alike. By conducting usability studies, journey mapping, and co-design workshops, I uncover insights that drive informed decision-making and service improvements. This user-centered approach helps me engage government agencies, align with policy objectives, and demonstrate the real-world impact of digital transformation. When embedding UX research into business development, I bring long-term collaboration, ensure stakeholder buy-in, and create sustainable, high-impact digital services.
Five UX Strategies for Business Growth:
Insight-Driven Workshops
I use workshops to uncover client needs, aligning digital solutions with business goals by facilitating open discussions and structured ideation sessions.
Revenue Research
I analyse customer behaviors to identify opportunities and shape offerings that meet real buying intentions through multi-method research.
User-Led Validation
I test ideas with real users to refine solutions before launch, ensuring market fit and reducing costly redesigns for development cycles.
Strategic
Co-Design
I collaborate with stakeholders to align digital experiences with revenue-driving strategies, ensuring mutual success, bringing them all to the same room.
Agile Market Testing
I use iterative testing to improve solutions, optimising them based on feedback to maximise adoption and ROI through a 2-week UX cycle.