I’m Andy Jacobs and I’m a UX researcher and consultant. I help companies achieve their business goals by putting the user first.

I have getting on for 20 years experience in conversion rate optimisation, UX and digital strategy.

Good UX should start with uncovering the problems before validating solutions.

My job is to gather evidence to present to stakeholders so that an informed decision can be made.  It is to remove subjectivity from the equation and, wherever possible, make recommendations based on the evidence collected.  As the representative for the user, I will fight for their right to have the best experience possible and work back from that where business realities have to be balanced.