UX strategist and researcher · 15 years · London
I set up discovery that your product, design and customer success teams run themselves, and it keeps running after I leave.
Things I do
Discovery across product teams
Remote
A feedback system that routes 5,000+ items to the right team, and a shared language teams still use.
A research function from nothing
NCC Group
Introduced user testing, personas and research planning in a technology-first company, reporting to the CTO.
Information architecture
Swinton, with Cognizant
Card sorts and tree tests ended a year of navigation deadlock: £4.96M a year saved in marketing, £10.2M in support.
Usability research
British Gas, with Cognizant
Revived the usability lab and rebuilt the report 40 product designers work from.
Accessibility
Cognizant
Led the accessibility programme and wrote the company’s accessibility guideline: a WCAG checklist teams filter by level, content type and discipline.
How I work
I work with the people you already have and set up what’s missing, so discovery keeps running after I’ve gone.
No playbook: I learn how your teams already work and build on it.
Customer Success Manager, Remote, 2026. Something I set up, still running.
“He doesn’t just run workshops, he builds discovery systems. I’ve learned so much from him.”
Head of Product, Headstart
“It has made my work as a product manager so much easier and inspired me to create a walkthrough for other PMs to help them benefit from it too.”
Product Manager, Remote
“Marcio is tireless in his efforts to better connect product and the CSM team, and bring them closer to our customers.”
Customer Success Lead, NCC Group
Why not just ask AI?
AI gives you a synthesis in minutes but can’t tell you which parts are true; I check it against the raw evidence and report only what holds.
Three ways to work together
Start small or go deep. Every option has a clear scope, agreed before we start.
1 · The main engagement
I embed with your teams until product, design and customer success run discovery themselves, with AI used where it helps.
Usually two days a week for three to six months, priced after a first call.
Not ready for months? Start with one problem.
Send me one problem your team is stuck on, and within three working days you get a recorded walkthrough and one clear next step.
2 · Send me the feedback. I tell you what holds.
I find the need underneath what customers ask for, and report only what the evidence supports.
What’s behind the requests
Months of feedback turned into the real problems, each with its quotes.
Behind one loud request
One request, like “Customers want SSO”, traced to the need underneath.
Roadmap evidence check
Each roadmap item marked backed, weak or unsupported, with the receipts.
Check your AI’s work
Every claim in your AI’s synthesis checked against the raw data.
Monthly readout
Every month: what got stronger, what went quiet, what’s new.
3 · Focused jobs, fixed price
A clear scope and a result your team can use straight away.
Interview plan and script
Written around the decision you need to make.
Jobs to be done and personas
Interviews that find the jobs your customers are trying to get done, and personas built on those jobs.
Customer journey map
One journey mapped from research, showing where customers struggle and what it costs you.
Moderated usability sessions
Five remote sessions, with issues ranked by what they cost you.
Heuristic evaluation
Your product or flow reviewed against usability principles, issues ranked by severity.
Accessibility audit
Your product checked against WCAG 2.2 AA, with issues ranked and fixes your team can act on.
Information architecture
Your navigation tested against how people look for things.
AI in your discovery, done right
Your team’s ways of working adjusted for AI: what to speed up, what to check, what changes.
Not sure which fits? Tell me what you’re working on and I’ll suggest where to start.
Ask for a quote
I’ll reply within one working day with scope, price and a delivery date.
Say hello
Based in London, working hybrid or remote; also open to senior research and discovery contracts.
© 2026 Márcio Machado