User Research & Insights

User research is one of those things that sounds straightforward until you’re actually the one responsible for making sense of people’s behaviors, pain points, and motivations. Across my projects, from designing an accessible banking website to modernizing a Kenyan school’s first digital platform, I’ve learned that research isn’t a single step in the process. It’s the foundation that guides every design decision that follows.

User research reveals why people behave in certain ways: the frustration behind a broken flow, the expectation that went unmet. Analytics tells you what they did, how much, and when.