User Experience (UX)
Designing digital journeys that keep customers coming back
Optimising the decisions, not just the design
People don’t just compare you to your competitors,
they compare you to the best experience they’ve had all week.
Good design isn’t enough anymore. In 2025, most companies have solid-looking websites and platforms. But many still face the same silent problems: people dropping off without converting, confused by something small but critical, or making assumptions that don’t match what your team intended.
We help businesses identify and resolve the friction points that real users encounter – the blockers that don’t show up in analytics dashboards but cost you sales, signups or satisfaction. Whether it’s a subtle checkout flow issue, poorly framed content, or just too many layers built up over time, we uncover where users are struggling and turn that into a roadmap for improvement.
Our approach blends behavioural insight, user testing, and agile experimentation — all focused on making your digital experience easier to use, easier to understand, and harder to walk away from.
Image credit: Nielson Norman Group. What is design thinking and why should you care?
Why does UX matter?
It’s not about fixing the obvious - it’s about uncovering what’s really holding people back.
Most organisations already have a responsive site. The navigation is fine. The content looks clean. But something’s still not working – and that “something” is rarely on the surface.
Why should I be paying attention to UX?
Is your website reaching it's full potential?
Sites evolve over time. Teams make compromises, bolt on new features, build workarounds, and over time… the experience can become a patchwork. Things that once made sense start to feel off. Internal assumptions get baked in. Users get confused. And performance quietly drops.
That’s where modern UX steps in — to ask better questions:
- Is our pricing layout causing confusion?
- Would offering more delivery options reduce cart abandonment?
- Is our language unintentionally excluding first-time visitors?
- Does reordering the checkout process increase conversion?
- Why are users not clicking where we would expect them to?
Most teams don’t have the time or headspace to answer these questions properly — or the setup to gather clean, unbiased insight. We bring the tools, methodology, and strategic thinking to do that for you.
UX isn’t a surface-level design fix. It’s a continuous, evidence-led improvement cycle — designed to make digital experiences work.
Why work with The Story Goes to lead your UX?
We bring together UX research, behavioural insight and performance-led experimentation to make digital products easier to use - and more commercially effective.
Here’s what we deliver:
We follow a clear, proven UX cycle — led by real data, real users, and a relentless focus on what actually works.
- Research:
We start by finding out what’s really happening.Collect behavioural data from tools like Hotjar, GA4, or Clarity
Run usability testing, user interviews, and heuristic evaluations
Uncover where users are dropping off, getting confused, or misinterpreting your content or flows
Avoid internal bias — everything is driven by real users, not assumptions
- Design:
Once we know what’s wrong, we design around it.Produce wireframes, prototypes or content suggestions that directly address pain points
Work with your in-house designers or dev teams to scope realistic fixes
Prioritise by impact
Keep things modular – nothing gets changed just for the sake of it
- Evaluate
Every decision gets tested.Use A/B testing, heatmap tracking, or micro-surveys to validate improvements
Watch where things get better – and where they don’t
Keep stakeholders informed with clear, accessible reporting
Focus on outcomes – not just “nicer” designs, but measurable wins
- Iterate:
Because great UX isn’t one-and-done.Feed insights back into your roadmap
Monitor new content or features as they go live
Support product, comms or brand teams as the business evolves
Build a sustainable UX culture that doesn’t rely on guesswork
→ All UX strategy is led by a Nielsen Norman Group UX certified account strategist, ensuring a rigorous and effective approach from day one.
Frequently Asked Questions
- Is UX just for websites?
- No, we work across e-commerce, SaaS platforms, internal tools, digital products and service portals. Anywhere there’s a user journey, there’s UX.
- Do you work with in-house teams?
- Yes, we regularly collaborate with internal product, dev or design teams. Think of us as an extension to your team.
- How does UX differ from conversion optimisation?
- UX is about usability, clarity and experience. Conversion Optimisation focuses more directly on measurable business outcomes - turning good UX into even better results.
Let’s simplify your user journey and amplify your growth
- Book a call to talk about how UX can deliver measurable improvement across your product.
