Why We Built A User Research Practice

Why is everyone leaving? Let's ask them.

We kept running into the same situation.

Smart teams, solid brands, great sites—and yet, things weren’t working like they should. Conversions were flat. Bounce rates were high. Everyone had a theory, but no one had real answers.

People were busy. Launching products, pushing campaigns, tweaking UX. But there was never time to stop and ask: What’s it actually like to shop here?

That’s the question we can't ignore. Because when you don’t understand the actual experience of being your customer, you end up guessing. You rely on gut, or worse—default to what’s easy to ship. And that’s how teams end up fixing the wrong things.

So we built a practice to change that.

What We Actually Do

Our clients already trust us to build, launch, and optimize their ecommerce platforms. So when it's time to figure out why something’s underperforming, we’re already halfway there. We know the systems, the stack, the audience, the intent.

Our research practice adds a missing piece: real-world feedback from real people using your site. We’re not guessing—we’re watching. Listening. Spotting patterns. And translating them into something actionable.

This isn’t about validating your roadmap. It’s about pressure-testing your assumptions before you sink time and money into solving the wrong problems.

How It Works

Every engagement is different, but the flow usually looks something like this:

Discovery
We start by getting aligned on goals and friction points. That could mean reviewing funnel data, heatmaps, or session replays—or just talking through what your team’s already noticing. If you have a hunch, this is where we dig in.

Research
We run interviews and usability tests to see how people actually navigate your site. What trips them up. What makes sense. What gets skipped. You’ll get a clear view of how the experience holds up—without relying on assumptions.

Action
We give you the takeaways that matter. Not a 90-page deck. Just focused insights tied directly to decisions you need to make. And if you want help turning those into design or dev tasks, we’re already here.

Why It Matters

This work isn't about “doing research.” It's about making better decisions.

When you understand how customers think, what frustrates them, and what they’re trying to do—you stop playing whack-a-mole with your roadmap. You stop fixing things that aren’t broken. You stop making changes just because someone had a strong opinion.

Instead, you fix the stuff that’s actually costing you. Sometimes it’s a small tweak. Sometimes it changes the entire approach. But either way, you’re acting with clarity—not guessing.