I've driven digital innovation for leading organisations including JP Morgan, Channel 4 and John Lewis through user and data led decision making. I now leverage AI to deepen the value and deliver the impact faster.
View My WorkGet to know me better with this 70 second introduction video!
In-depth explorations of research projects that transformed user experiences and informed strategic product decisions.
Recommended if you only have limited time. Showcasing research across Retail, Healthcare, and Banking sectors with measurable impact.
Quantitative data analysis to understand user pain points based on on-site analytics for users shopping for Christmas food.
Comprehensive example of usability testing methodology demonstrating best practices in user research for travel industry applications.
View Document →Strategic research plan developed for Selfridges to guide user experience improvements and inform design decisions.
View Presentation →Research brief created as part of the PlayStation Expert Evaluation, outlining methodology and testing protocols.
View Presentation →Using tree sort methodology to evaluate whether participants can successfully locate events within the John Lewis digital ecosystem.
Using quantitative data to understand user behavior on John Lewis and develop data-driven hypotheses for optimization.
Review of user needs and goals when shopping for large electrical appliances and comparative analysis of key market competitors.
Reviewing the information architecture of the BHF website to optimize content discoverability and user navigation.
View Presentation →Redesign and testing of a new product display page versus the original to measure engagement and conversion improvements.
Remote conference exploring UX research methods in more detail, sharing best practices and advanced techniques.
View Presentation →Understanding the user journey for users on the Netflix streaming platform, mapping touchpoints and identifying optimization opportunities.
View Presentation →Research to help understand how people buy Samsung TVs to enhance the digital experience and purchasing journey.
Case study created when enrolled in 'The Ultimate Guide to Usability' course, demonstrating foundational usability principles.
View Presentation →What colleagues and collaborators have to say about working together on user research and design projects.
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See on LinkedIn →Having partnered closely with Aaron on several complex research and workflow initiatives, his systems-level thinking has been a real asset. His work advancing our AI-impact mapping—quantifying where AI meaningfully affects workflow efficiency, decision quality, and platform investment priorities—has strengthened our ability to make evidence-based, metrics-driven decisions.
Senior Vice President at Citi Bank
Having Aaron join the team at Channel 4 was transformative for UXR. He brought confidence, energy, optimism, commercial acumen and a huge amount of learned UXR knowledge. The application of this knowledge is what stands Aaron apart.
Mixed Methods Consumer Insights (Manager at Channel 4)
Aaron is a brilliant UX Researcher. He has an unquenchable thirst for knowledge of his discipline, is always positive and is tireless with his thorough and meaningful output. He isn't afraid to speak up in meetings and counter the herd narrative in a calm, collected and thoughtful way.
Global Head of Design (Manager at Holland & Barrett)
I had the pleasure of working with Aaron during his year on our team at JP Morgan, where he made a significant impact as a UX Researcher. Aaron's deep knowledge of metrics, frameworks, and research methods truly helped our team demonstrate the value and impact of our work.
Payments Product Manager at JPMorgan Chase
Aaron is a brilliant researcher and a gem as a teammate. Aaron runs full-cycle research using different methods, supporting all stages of product development from discovery to delivery, and then helps to implement the discoveries, participating in workshops, and convincing stakeholders with the data.
Lead Designer at Holland & Barrett
Aaron brings a wealth of expertise in user research best practice. His commitment to optimising experiences for users, coupled with his genuine passion for inclusive design and accessibility has proven to be transformative in supporting our pursuit to embed inclusivity.
Product Manager - Accessibility at Channel 4
Aaron made an immediate impact in the team at C4 and quickly became a trusted collaborator with the UX & Product team. As a researcher I have found him to be incredibly knowledgeable in finding the right approach to help get the insights the team need.
Director of UX & Research | Coach at Channel 4
From an early stage it was clear Aaron had a passion for user experience and considered the customer journey in every aspect of driving performance. Aaron used his initiative and experimented with gathering feedback from customers to inform decision making which were incorporated into digital journeys, this was extremely unique for the role
Digital Merchandiser at John Lewis
Professional certifications and credentials that demonstrate my commitment to excellence in user research and experience design.
Comprehensive professional qualification in user experience design, covering research methodologies, interaction design, and UX strategy.
View Certification →Foundation in ethical AI principles, understanding AI capabilities, limitations, and responsible implementation in product development.
View Certification →Strategic understanding of agentic AI systems and autonomous agents, focusing on leadership considerations and implementation strategies.
View Certification →Foundational knowledge of artificial intelligence concepts, machine learning fundamentals, and practical AI applications.
View Certification →Certified in Contentsquare analytics platform for understanding digital experience through behavioral analytics and AI-powered insights.
View Certification →Resources I have created that help support different stages of the UX Research process.
Comprehensive guide covering usability testing checklists, performance measures, psychological biases, and research methodologies.
View Guide →Visual reference guide for effectiveness, efficiency, and satisfaction metrics including success rates, time taken, CSAT, NPS, and more.
View Metrics →Essential checklist for creating effective surveys and unmoderated tests, covering question design, task setup, and common pitfalls to avoid.
View Cheatsheet →Popular LinkedIn post with close to 2000 likes advising on methods, laws, biases, and principles to use when weighing up the best research approach.
View Cheatsheet →Ready-to-use templates to streamline your research process, from planning through to execution.
Interactive Miro board template for launching research projects, aligning stakeholders, and defining research objectives and scope.
Open Workshop →Collaborative framework for defining and prioritizing research metrics that align with business goals and user outcomes.
Open Workshop →Structured ideation session template for generating research questions, hypotheses, and methodological approaches.
Open Workshop →