Why UX Research Needs to Test the Moment, Not Just the Message
Anthony Shephard-Williams explores how UX research must go beyond evaluating individual messages or features, and instead test the full moment in a real customer journey. The blog highlights why timing, context, and user intent are critical to understanding whether experiences truly work. I was recently browsing plants on the mobile site of a very well-known […]
Why Removing Friction Can Increase Anxiety
Richard Lomax explores why frictionless customer experiences can sometimes make people more anxious, and how journey testing can help brands understand which moments to remove, and which ones quietly make the difference. The airport car park with no barrier A few weeks ago, I parked at my prebooked Manchester Airport car park. Or at least, […]
The £0 Invoice: What Halfords teaches us about Brand Perception
Anthony Shephard-Williams explores how two unexpectedly reassuring garage visits challenged his perceptions of the category — and what brands can learn about trust, customer experience and the moments that really make the difference.
Net Promoter Score: Simple. Popular. Misleading?
Net Promoter Score is simple and popular — but does it truly reflect how and why people recommend brands? Colin Auton explores the limitations of NPS, why it can mislead decision-makers, and what a more holistic approach to measuring word-of-mouth really looks like