User Research & Usability Testing
Understand people’s needs, test real tasks and find where content, access or confidence breaks down.
Explore user research & usability testingServices
Understand people. Improve the experience.
User research, usability testing and practical reviews across public services, digital journeys, visitor experiences and commercial environments.
FabUX is a behavioural research and experience consultancy focused on how people interpret, trust and use your services. We work from early discovery through to reviewing and improving live experiences.
We work across Scotland and the UK, blending remote reach with face-to-face research where context matters. Our specialist services also help organisations navigate AI-powered discovery, answer engines and fragmented attention.
Explore services
Start with the problem you need to understand.
Each service is a focused route into better evidence, clearer decisions and more confident experiences. They can stand alone or work together across physical and digital journeys.
Research & testing
Public Services
Behavioural evidence for discovery, service improvement and inclusive public services, from first contact to getting help.
Explore public servicesHighlands & Islands Research
Rural, island and Gaelic-language research, including specialist work packages within wider UK programmes.
Explore highlands & islands researchSpecialist experience reviews
Focused expertise for products, places, content and commerce, connected by our Designing for Decisions (DEX) approach.
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UX & Decision Experience Reviews
Find where digital journeys create hesitation, uncertainty, mistrust or unnecessary effort.
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Content & Answer Engine Reviews
Make your organisation easier for people and answer engines to understand, trust and represent accurately.
Explore content & answer engine reviewsUX Research for AI Services
Test how people understand, use and question AI-assisted services, including uncertainty, human support and recovery when things go wrong.
Explore ux research for ai services
Visitor Experience Reviews
Understand how people actually experience places, from arrival to departure and later recall.
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Wayfinding & Spatial Journeys
Find where visitors hesitate, lose confidence or miss what matters as they move through environments.
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Interpretation & Exhibition Readability
Understand what visitors read, skip, misunderstand and remember across interpretive experiences.
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Ecommerce & Product Journeys
Help people understand products, compare options and buy with greater confidence.
Explore ecommerce & product journeys
Retail & Shopper Behaviour
See how shoppers navigate stores, discover products and make decisions in real retail environments.
Explore retail & shopper behaviourWe find where confidence is lost, assumptions begin and understanding breaks down.
How we work
Research across the whole interpreted experience.
People do not experience your organisation as separate channels.
They move between websites, search results, answer engines, product pages, emails, signage, printed material, staff interactions, voice, packaging and physical environments.
We combine user research, behavioural testing, observational research, analytics, interviews and real-world journey analysis to understand what people notice, misunderstand, trust, ignore, remember and act upon.
Natural task behaviour comes first. Retrospective protocol lets us revisit moments afterwards without requiring a running commentary during the task.
Eye tracking is a specialist research capability, selected when visual search evidence will help answer the question.
Decision architecture
Find where people hesitate, misunderstand or lose confidence.
Many journeys look fine until you watch people try to use them.
Decision Architecture Reviews identify where experiences create confusion, mistrust, cognitive overload, conflicting signals or unnecessary effort.
Across websites, ecommerce journeys, visitor experiences, service flows, communication systems and organisational positioning.
The goal is not simply reducing friction. It is helping people feel confident they are making the right decision.
Human understanding in an AI world
AI is powerful. It is not a shortcut to understanding.
We use AI throughout our workflows to improve consistency, manage complexity, handle detail and produce AI-friendly documentation.
We do not use synthetic participant data, simulated behavioural research or AI-generated human insight presented as reality.
AI systems naturally bridge gaps with assumptions.
Our role is to help reduce those gaps through clearer thinking, stronger positioning and a deeper understanding of how people really interpret, trust and choose.
Tell us what you need to understand.
Whether you are improving a public service, product page, booking journey, visitor environment or organisational clarity, tell us where the uncertainty is. We can help define a focused starting point.