User centred champions

Digital experiences with remarkable staying power, built on genuine user understanding. 

We are a dedicated team of researchers & designers here to shine a light on your digital path:
a roadmap with clarity, depth, and precision.

Ali at Experience UX with the team in the background

Transforming user understanding into delightful experiences.  

Since 2007, Experience UX has been unveiling the “obvious when you see it” user behaviour that lies beneath the surface of everyday website interactions:

  • Our research-based approach uncovers the deeper reality about how people expect, connect, and navigate their digital world.
  • Our collaborative process brings your team into a shared user-centred vision.
  • We create alignment, balancing business and user goals, to support decision making and design thinking.
  • Our user-centred framework bridges complex technology with elegant simplicity.

The result? Digital experiences with remarkable staying power that adapt and evolve naturally,
saving you time, money, and headache. 

Meet our team

We are researchers and designers committed to simplifying digital experiences by understanding real-world user behaviour and sharing with our clients an outside-in perspective.

Ali Carmichael

Founder & Managing Director

About Ali

Ali is a keen observer of the connection between brands and people. A proponent of a customer-first business world, Ali has worked in digital for over 20 years across Project & Account Management, UX, and as a business owner. Ali enjoys a pub lunch and camping with his family, but at home, he is mostly a climbing frame to his four young children.
UX Consultant Emma Peters

Emma Peters

UX Consultant

About Emma

Emma is naturally curious about why people do the things they do. Naturally, this led her to become a member of our research team. Educated to a Master’s level in Psychology, and a member of the British Psychological Society, Emma is always looking to improve her craft and learn more about the human mind. This means you will often catch Emma watching documentaries and reading in her spare time.
UX Consultant Amy Hunter

Amy Hunter

UX Consultant

About Amy

Having spent seven years working in market research across retail, travel and fashion, Amy brings her qualitative experience to improve the world for digital users. Amy is equally at home observing users exploring online services, delivering workshops, or immersed in analysis to reveal actionable insights. Outside work you’ll typically find Amy faffing with flowers or walking her beloved spaniel Pip on the beach.
Digital Strategist Dave McRobbie

Dave McRobbie

Digital Strategist

About Dave

Dave is a digital strategist focused on and understanding how digital is impacting the way humans think, create and connect. He believes experiences are well, experienced rather than re-defined, and designs digital environments that support both business and human objectives. He is a Trustee of a Mental Health charity and is completing a Masters in Philosophy with a focus on the influence of technology on individuals, wider society and culture.
Trainee UX Researcher

Sophie Corbin

Associate Researcher & Designer

About Sophie

Sophie’s graphic design background is the source of her eye for detail and creativity. Combining her skills as a designer with her experience within the hospitality industry, she has a natural empathy for the end-user, fuelling her willingness to serve and create first-class customer experiences. Outside of work, you’ll find Sophie on family walks with their ‘Foxy’ dog, Roxy or indulging herself in a series.

Mel Moore

UX Researcher

About Mel

Mel is an accomplished UX professional with 20 years of business experience and an academic background in Psychology and HR. Driven by empathy, Mel is passionate about crafting inclusive experiences, simplifying complex information, and using data insights to tell engaging stories. Mel’s curiosity about people, culture and nature has led to intrepid travel adventures across more than 70 countries.

I love working in a team that genuinely care about what they do

Trainee UX Researcher Sophie Corbin, Trainee Researcher, Experience UX

Our core values

These are the five values that we hold central to everything we do. When you work with us, you can expect these values to shine through from the moment we first meet.

User-Centred

At our core is our commitment to a user-centred approach to designing and improving websites and apps, driving every digital experience to be intuitive, accessible, and a pleasure to use.

Curious

We thrive on asking questions, understanding the what and the why, diligently exploring projects from all angles to ensure our knowledge is accurate before we craft solutions.

Considered

We approach each challenge with thoughtful deliberation, stepping back before we dive in to ensure we’re connected to the user perspective, and aware of what our client’s need and want.

Conscientious

We demonstrate care and attention in all our work; running projects, facilitating research and participants, and building strong working relationships with our clients.

Plus One

We believe in delivering Expectation+1 in what we do – infusing our work with depth, engagement, interest, enthusiasm, and moments of surprise to support our clients and their users.

Let’s Chat

If you’re ready to introduce the innate power of human centeredness to your products, services and brand, drop me an email today.

01202 293652 alicarmichael@experienceux.co.uk