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Every case study starts with a problem nobody had fully solved and ends with evidence that changed a decision. £135m prevented at Next. Suit returns cut from 51% to 36%. App abandonment down 12 percentage points at By Miles. The data alone never told the whole story — the research did.

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.