Discover & define
01 · generativeFind out who your users are, what they need and where the real opportunity sits — before you commit to a build. Interviews, surveys and desk research are designed around your stakeholders’ open questions.
User researcher · evidence over opinions
Know your users.
Build with confidence.
I’m Jameella — an experienced user researcher for product teams across energy, home interiors, health and learning. I plan and run usability testing, interviews, surveys and audits, then turn what people actually do into decisions you can build on.
Currently unavailable for new projects — at Boots UK as an Experimentation & Discovery User Researcher.
- Clean energy
- Interior design retail
- Health & care
- Learning platforms
- Early-stage startups
What I do
Three ways I can help you find out
Every engagement starts with the decision you need to make — the methods follow the question, never the other way round.
Test & refine
02 · evaluativeValidate wireframes, prototypes and shipped flows with real users — moderated and remote — so friction surfaces while it is still cheap to fix. Findings come back prioritised, quoted and ready to act on.
Audit & convert
03 · optimisationAudit what is already live — usability, accessibility and analytics together — to raise satisfaction, reach and conversion. Recommendations are grounded in WCAG checks, competitor review and user evidence.
Selected work
Six projects, from clean energy to startups
01Chameleon Technology
Consumer behaviour research on how households will want to buy energy in 2030+, feeding Chameleon's stage-two submission to the DESNZ AEM programme.
Read the case study →
02Sanderson Design
End-to-end UX audit of the Archive e-commerce website — usability, heuristic review, content, information architecture and analytics — delivered as a prioritised roadmap.
Read the case study →
03NHS / Care
Discovery, personas and remote usability testing for two NHS volunteer apps during COVID-19, with interfaces accessibility-audited to WCAG 2.1.
Read the case study →
04Hive Learning
Research across a peer-to-peer learning platform — micro-interactions, voice and tone, comment and share systems, user profiles and admin dashboards — to lift engagement and collaboration.
Read the case study →
05Loyal Beagle
Business and consumer UX research for a UK loyalty-and-rewards platform — understanding both the owners running it and the customers collecting with it.
Read the case study →
06HeyReview
Business and consumer UX research for an early-stage review-management product — shaping the proposition and experience before the next round of build.
Read the case study →Writing
Notes from doing research for real
Short, practical posts about the day job — recruiting, running sessions, synthesis, and the awkward truths that don’t fit in a case study.
Latest post
The participant who taught me to re-write my screener
A recruiting story about the difference between a screener that ticks boxes and one that actually finds the right people.
Read the post →Recent post
The session that fell apart (and why I'm glad it did)
What a broken usability test taught me about moderating: the script is a suggestion, the participant is the point.
Read the post →Suggest a topic
Got a question worth a public answer?
The best posts usually start as someone’s real question. Email yours — if it becomes an article, you get the first read.
Email an article idea →I hold a BA Hons in Psychosocial Studies and am certified in User Experience Design and Research — a combination that keeps my work grounded in how people actually think, feel and behave, not just in clicks and heatmaps.
I have planned and run usability testing, accessibility research and competitor analysis for businesses ranging from an energy technology company bidding for DESNZ funding to NHS volunteer services, and have supported improved service reach and clearer advertising strategy through targeted campaigns and qualitative research.
On every project I work the same way: understand the decision, choose the method that answers it, run it rigorously, then present evidence your team can argue with — and act on.
Education & certification
- BA Hons, Psychosocial StudiesUniversity
- UX Design & ResearchCertified
Methods & tools in the kit
InterviewsSurveys & questionnairesUsability testingRemote sessionsHeuristic evaluationAccessibility auditsCompetitor analysisJourney mappingAnalytics reviewCRO
Availability & opportunities
Not currently available. Not hard to reach.
I’m at Boots UK as an Experimentation & Discovery User Researcher, so I’m not taking on new projects right now. This page is my standing pitch for the two kinds of work I want next — you don’t have to wait for the “available” sign to start the conversation.
01 · Full-timeNot currently available
Full-time research roles
An in-house research role where experimentation and discovery have a seat at the table from the first brief — research that shapes decisions early rather than validating them late. If your team is planning headcount, put me on your radar.
Email a role spec →02 · Project workNot currently available
Contracts & consultancy
When I take project work it’s short, sharp and decision-focused — usability testing sprints, UX & accessibility audits and discovery research with a clear question and a plain-English answer.
Discuss a future project →Recruiters, agencies and founders all welcome — or download the resumé.