Strategic UX research that drives website success

Drive more business from your website

User experience research is one of the most powerful ways to drive growth from your website. By understanding how users behave, where they struggle, and how you compare to competitors, UX research enables you to make smarter, higher-impact decisions.

We offer a full range of UX research services, designed around your business goals and specific challenges.

Not sure where to start? Talk to us. We’ll take the time to understand what you’re trying to achieve and recommend the research approaches that will deliver the greatest impact.

Industry-leading UX practices

We don’t deal in buzzwords or vanity metrics. Our experienced in-house UX team delivers meaningful insights and practical, actionable recommendations you can use with confidence. You can explore each of our UX services below.

Research & discovery services

Understand your audience, their behaviours and your market landscape to build a clear vision.

• Stakeholder interviews

  Structured conversations with client decision-makers and those invested in the project to surface business goals, technical constraints and anything else relevant to the project. 

  Usually conducted through 1-3 sessions with 2-4 participants per group, this service identifies unspoken needs that initial briefs sometimes omit, and helps us identify priorities

  How you will benefit:

  • Uncover hidden business goals and tech limits early, avoiding costly surprises
  • Get everyone aligned on priorities from the start
  • Spot roadblocks before they slow you down
  • Balance UX needs with your commercial objectives

• Discovery workshops

  Collaborative group sessions where cross-functional teams (designers, developers, stakeholders) jointly map user journeys, prioritise features, and align on project vision through structured activities like brainstorming or affinity mapping.

  Unlike stakeholder interviews that extract individual perspectives privately, workshops are a structured group discussion to surface shared understanding through real-time interaction, resolving conflicts and building team ownership of solutions early. Think of them as a ‘collective problem solving’ process, whereas stakeholder interviews are more of a ‘Q&A’ type session.

  How you’ll benefit:

  • Build organisational buy-in through hands-on problem-solving
  • Resolve conflicts fast to protect timelines and budgets
  • Spark fresh ideas and collaboratively shape your roadmap
  • Minimise misunderstandings between design, dev, and stakeholders

• Industry benchmarking

  Evaluation of 3 competitors websites by a UX expert. This is a lighter version of our ‘competitor analysis’ process – it’s done instead of, not as well as competitor analysis. 

  We examine UX patterns, functionality and overall performance of websites in the same sector as the client’s organisation. The aim is not to ‘copy’, but to understand the best trends and functionality in the sector, and look for opportunities where we can serve users better than competitors.

  How you’ll benefit:

  • Spot market gaps where you can outshine rivals
  • Steer clear of common sector pitfalls
  • Gain quick insights into industry trends and user expectations
  • Fuel your future roadmap

• Competitor analysis

  In-depth evaluation of around 3 competitors websites by a UX expert. Consider this as a more in-depth version of ‘Industry benchmarking’ – it is done instead of, not in addition to industry benchmarking. We systematically evaluate the competitors sites using a bespoke in-house process called ‘Heuristic Evaluation’.

  Heuristics are broad guidelines that help identify usability issues in interfaces based on established best practices for user experience, and rely on impartial expert judgement rather than real user behaviour.

  How you’ll benefit:

  • Pinpoint conversion wins by benchmarking against rivals
  • Base decisions on expert, unbiased UX checks
  • Cut feature risks using proven sector successes
  • Stand out with user-focused positioning

• Persona development

  Involves the creation of around three to five fictional ‘typical’ users that represent target users’ goals, challenges, and decision-making patterns. They humanise design choices that align to the clients business and web estate, and can be used to validate user journeys and technical direction throughout a project.

  How you’ll benefit:

  • Validates design decisions at every stage against documented user goals and behavioural patterns
  • Enhances product-market fit through evidence-based feature prioritisation
  • Unifies teams with shared, research-backed understanding of target users
  • Directs future strategy and investment with easy to understand audience profiling

• Empathy maps / affinity diagrams

  Although presumptions can sometimes be made without data to create these, these are generally done after ‘real’ user research such as user interviews or user surveys, and are built off this data; combined with some form of competitor analysis or industry benchmarking.

  These visual tools cluster observed user behaviours (say/do/think/feel) into themes, uncovering unmet needs and pain points. They transform fragmented benchmarking data into actionable, easy to understand ‘visual’ insights. The difference between the two is that empathy maps capture individual/user/persona segment perspectives (says/thinks/feels/does), while affinity diagrams cluster multiple themes across research data.

  How you’ll benefit:

  • Turn raw data into visual, actionable user insights
  • Reveal hidden frustrations other methods miss
  • Boost team communication with easy to understand visual references
  • Optimise user journeys by mapping emotions and needs

Evaluation & optimisation services

Transform your website through expert analysis and real user feedback, identifying critical usability issues that directly impact your conversion rates, customer satisfaction and bottom line.

• Heuristic evaluation

  We systematically evaluate your website using a bespoke in-house process with around 100 metrics to identify specific areas where the site succeeds and fails. Heuristics are broad guidelines that help identify usability issues in interfaces based on established best practices for user experience, and rely on impartial expert judgement rather than real user behaviour.

  How you’ll benefit:

  • Catch usability flaws with our 100+ metric audit
  • Get quick wins for better compliance and satisfaction
  • Track improvements over time with repeated evaluations
  • Fix issues fast without full user testing

• User interviews

  Structured one-on-one conversations where one of our expert UX researchers asks task based, and open-ended questions to uncover users’ behaviours, motivations, and pain points. One of the most powerful research processes – they provide deep insights into why users think or act a certain way, and opportunities to explore individual points raised. They are often used early in the production process to shape user personas and journey maps, or on existing sites to identify user journey gaps or pain points. 

  How you’ll benefit:

  • Understand user motivations, behaviours, and pain points
  • Build accurate personas from real experiences, not presumptions
  • Grow team empathy through real user opinions
  • Lower risks by aligning features with true needs

• User surveys

  A set of questions distributed to many users, collecting quantitative data (ratings, multiple-choice set answers) or brief qualitative feedback on specific features, satisfaction, or usability. They reveal what users do at scale, identifying trends or common issues for prioritisation. Surveys offer a chance to measure frequency/patterns across a much broader audience compared to user interviews.

  How you’ll benefit:

  • Gather broad feedback economically and at scale
  • Track trends to prove UX improvements work
  • Spot patterns for smarter prioritisation
  • Stay connected with evolving user sentiment

Information architecture services

Create intuitive, user-centred websites that organise your content logically, making information easily discoverable and significantly reducing user frustration and internal support costs.

• User stories

  Although presumptions can often be made without data to create these (and is often the case initially to get the ball rolling), these are far more effective when based on ‘real’ user research – ideally user interviews or user surveys. These are brief, goal-oriented statements that anchor design decisions to observed behaviours or challenges rather than assumed preferences. They replace generic concepts with clean, actionable user priorities. They are used to test user journeys to see if functionality and user flow address the requirements of users.

  How you’ll benefit:

  • Focus on real user challenges
  • Streamline development with clear, testable requirements
  • Prevent scope creep by sticking to priorities
  • Test journeys against genuine needs
  • Build deeper customer empathy in your organisation

• Journey mapping

  Can be used in various ways – and often produced in conjunction with user stories. They’re a visual narrative tracking users’ end-to-end experience with a website, mapping their actions, emotions, and pain points to identify friction in any process; like filling in a form, or locating content. They can be used for different purposes like understanding existing functionality, or illustrating recommended user journeys. They can also be used in conjunction with other ‘real’ user research or user stories to map user journeys to understand where and why users may struggle.

  How you’ll benefit:

  • Find the friction killing your conversions
  • Optimise the full customer path end-to-end
  • Align everyone on key pain points
  • Reduce support requests

• Sitemap/information architecture

  Strategic organisation of content and navigation paths to align with users’ needs and user journeys, prioritising efficient, relevant content discovery and priority. It combines user’s content-discovery needs as a priority, but also takes into consideration efficient CMS architecture for efficient content organisation and management, like custom post types and custom taxonomies; along with how relationships between content are formed technically.

  How you’ll benefit:

  • Make content easy to find, boosting engagement and user success
  • Streamline CMS data structure for efficient management
  • Support SEO with logical, easy to understand content structure
  • Smoother future scaling as your website grows

• Component planning

  Structured breakdown of content blocks and overall interface elements (buttons, menus, etc.) based on user needs and technical constraints, ensuring cohesive interaction patterns. This shifts focus from generic approaches, to tailored solutions for specific user journeys and client-specific content needs.

  How you’ll benefit:

  • Delivers clear focus to development projects with a clear understanding of what matters most to users
  • Improves investment efficiency by prioritising budget
  • Avoid misunderstandings around scope and delivery

Validation & testing services

Validate your direction early to avoid costly mistakes, improve conversion performance, and make sure your digital products are accessible to everyone.

• Prototyping & concept testing

  Get early validation of ideas through basic interactive mockups, usually created in Figma. At the lowest two levels, tests are conducted internally by stakeholders/clients either by providing basic feedback, or in moderated sessions that a UX team member attends and records. This is usually supplemented by internal UX team testing.

  How you’ll benefit:

  • Validate ideas before committing to costly development
  • Fix flaws early for faster iterations
  • Accelerates decision-making with testable prototypes
  • Minimise post-launch refinements
  • Build confidence with evidence-backed results

• A/B testing

  A data-driven comparison of two design variations under real-world conditions, focusing on measurable user behaviour rather than subjective ‘best practices’. It replaces assumptions or personal bias with factual evidence to deliver the most effective results.

  How you’ll benefit:

  • Boost success with results-driven changes
  • Test safely before full rollout
  • Keep improving through continuous testing

• Unmoderated usability testing

  Great for testing pre-defined, clear user journeys or tasks, tests are run and recorded without a Jask team member being present. They follow a set script, and provide behavioural insight data, but miss opportunities to dig deeper into users needs, feelings and motivations – consider this as ‘functional’ testing and sense-checking.

  How you’ll benefit:

  • A cost-effective alternative to moderated testing
  • Reveal task failures across user groups
  • Cut support costs by fixing common barriers
  • Prioritise fixes with clear user metrics

• Accessibility audit

  A scalable technical testing service using a range of tools and manual assessment, covering the latest industry accessibility standards of WCAG 2.2 AA and optionally incorporates European Accessibility Act criteria for websites. Ranges from 5 key pages covering the majority of UI components, up to much more in-depth, bespoke site analysis.

  How you’ll benefit:

  • Identify compliance gaps against latest industry standards
  • Reach more customers, including disabled users
  • Build inclusive reputation and cut legal risks
  • Improve experience for everyone
  • Supports corporate responsibility and ethical operation goals

• Interface design review

  A systematic evaluation of visual UI elements against UX principles and brand guidelines. We assess colour contrast ratios, image use, and layout ordering and hierarchy – primarily focusing on aesthetic impact and brand alignment. This service identifies mismatches between creative vision and user interaction patterns, ensuring interfaces are both visually appealing and functionally intuitive.

  How you’ll benefit:

  • Fix UI flaws damaging your conversions
  • Align visuals with brand and best practices
  • Catch issues early to save redesign costs
  • Get prioritised fixes for clearer navigation

• Content quality audit

  A rigorous assessment of text, media and underlying HTML structure for clarity, relevance, effectiveness and accessibility. Combines our industry-leading in-house readability assessment with user experience based testing to surface comprehension gaps. Identifies content that fails to support user goals despite being technically correct information.

  Essential for marketing sites, knowledge bases, and transactional platforms where unclear messaging directly impacts understanding, support requests and/or conversions.

  How you’ll benefit:

  • Clear up confusing text with readability checks
  • Sharpen key messages and CTAs
  • Ensure consistent brand voice throughout
  • Reduce support resources by better serving users

Why clients trust our UX services

Precision problem-solving – No cookie-cutter fixes! We learn and understand your challenges, then combine the most appropriate UX services to develop lean, hyper-focused strategies that are tailor-made for you.

Speed without compromise – Leverage our proprietary processes and in-house expertise to fast-track results while maintaining the highest quality output.

Insights that ignite growth – Our mixed-method approach is driven by mature, unbiased UX experts, and reveals why customers disengage, and how to transform friction into seamless, easy processes for your users.

Flexible, collaborative approach – Expect no nonsense, clear language, meaningful recommendations, and a focus on actionable outcomes that matter.

Discover what’s right for you

Here’s a handy guide to help you explore the right package for your requirements.

Still not sure where to start? Talk to us. We’ll take the time to understand what you’re trying to achieve and recommend the research approaches that will deliver the greatest impact.