Solving users' problems and making them happy

The user experience is all about a user’s needs, expectations, and emotions. These are depending on users' goals and jobs-to-be-done. Your product should solve a problem for the user. To access users' real needs and sometimes hidden goals, you have to dive deeply into the psychology of the user. I apply a multitude of proven effective methods to ensure your product meets your users' needs and gives them the best-possible experience. My work is built on knowledge from Psychology, Cognitive Ergonomics & Engineering Psychology.

User goals & needs

User Research

Time for a reality check. Hands-on means actual users test your actual application. Remotely, in a lab, at their workplace, at home, or on the road. Whatever is most relevant. Let’s see what users are really doing with your interactive application. Let’s hear what they’re thinking and feeling. My role is to observe them and ask them what they are thinking, to explain behaviours, detect thought processes, associations and emotions. I analyse and summarise the data, and make recommendations based on it. You get the results in a visually appealing, digestible format. This gives you actionable insights to make your application easier and more fun to use.

  • Discovery research
  • Contextual research
  • User interviews
  • Usability testing
  • Remote studies (moderated and unmoderated)
  • Personas
  • Jobs-to-be-done
  • Customer journey maps
  • Surveys
  • Card sorting
  • Heuristic evaluation
  • Cognitive walk through


How to create personas

User centred development

GDS user needs focused development

User centred development of products with personas

Workshops & UX Training

I enjoy giving workshops and trainings. It is great fun - for me, and for the participants. Themes of the workshops are:

  • Usability testing with the Google Design Sprint approach (video examples and hands-on training)
  • How to conduct customer interviews (learning with video examples and practising in pairs)
  • Personas and customer journey maps

"The workshop was really useful, thank you!" "Thanks Sabrina, that was a great session. You’re a really good presenter, and keep everyone engaged!"

User Research & Agile

How can we integrate user research into agile? NHS Digital case study.

-> Open PDF

Personas - Who Owns them?

Why do we need personas? Who is using them? How do we create them?

-> Open PDF

Usability & User Experience Book

Text book with UX basics for exam preparation.

-> Open Amazon