Evidence before certainty
Avoid research theatre. Start with the decision you need to make, collect the smallest useful evidence and state what remains unknown.
Can the intended audience complete the core task unaided?
Finding real comprehension, navigation and recovery failures.
Will a first-time user know what to do at every step?
Early flows that are not ready for participant testing.
Where does the interface violate established usability principles?
Fast diagnosis across a product or a critical journey.
Can the task be understood and completed without visual pointing?
Release checks for navigation, forms, dialogs and status updates.
Do people understand the value, language and next action?
Landing pages, onboarding and new product propositions.
Where do behavior signals and reported friction point to the same issue?
Prioritising what to investigate after launch.
Apply a method to a problem