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Joe Pendlebury

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Next's proposed burger menu. A/B testing projected a £135m loss over 10 months if it launched.

£135m Saved: Leadership Wanted the Navigational Trend. I Said No. Three A/B Tests Backed Me Up.

Wireframe of Next ecommerce suits journey created during user research project to reduce returns.

Next Had a 51% Suit Return Rate. I Found Out Why and Cut Returns to 36%.

Hand holding a By Miles Tracker device against a white background. The small black device measures miles driven for pay-per-mile car insurance.

By Miles Had a 59% Abandonment Rate on Its App Onboarding Screen. I Found Out Why and Cut It by 12 Percentage Points.

Screenshot of the Experiments database in Notion showing a prioritised backlog of A/B and multivariate tests with status, priority, and touchpoint columns.

Nobody Asked Me to Build a Research Practice. I Built One Anyway. Five Months Later, It's Still Running.

Low-fidelity Sharpie wireframe sketch showing early Endoscopy Hub layout ideas.

A Contaminated Endoscope Can Infect a Patient. I Visited Five Hospital Sites to Find Out Why the Reprocessing Workflow Was Failing.

I Use AI to Complete UX Research 20% Faster. The Time It Frees Up Goes on Strategy, Stakeholder Influence, and the Strategic Judgment AI Can't Match Yet.

Designers Grew. Practices Stuck. And Years Later, the People I'd Backed Were Still Backing Me.

I Lead Through Research, Influence, and Evidence. The Work Makes the Case, Not the Title.