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Testing the user journey for Which? Birth Choice  

Project: Which? - Improving the user journey for Which? Birth Choice

Role: Lead UX Researcher

What did I do? 


As part of a multidisciplinary team I led on the user research to help create improved user journeys.  I created research plans, organised participant recruitment, led the team on hypothesis creation, conducted the research fieldwork, analysed and presented key insights and recommendations back to the team and wider stakeholders 












How did I do it?

  • Lab based testing of the user experience on both mobile and desktop devices  

  • Card sort 


What were the goals?

  • Improve the user journey 

  • Understand onward journeys

  • Iterate the service based on user feedback


What was delivered?

  • Optimised user journeys based on data and evidence

  • Validated user needs

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