Case study
Circ — Research, trust and repeated usage
Building trust through research-led product decisions.
Building a UX Research function during rapid growth, then turning evidence from onboarding, booking, payment, support and edge cases into clearer product priorities.
The challenge
The mobile experience showed friction across onboarding, booking, trust, payment and important edge cases. Ratings were weak, confidence was inconsistent, and product teams needed a repeatable way to distinguish isolated complaints from systemic experience problems.
My contribution
As Head of UX Research, I built the research function from scratch and established a practical evidence rhythm for Product, Design and Marketing.
- User interviews and usability testing
- Behavioural analysis and journey diagnosis
- Behavioural profiles connecting needs, context and repeated usage
- Rapid synthesis for product and design decisions
How the work moved
Listen across the journey
Looked beyond onboarding to booking, payment, trust, support and repeat use.
Find recurring patterns
Connected behavioural evidence and usability findings into prioritised themes.
Make research usable
Created repeatable evidence practices that teams could apply during rapid delivery.