Design starts with knowing your customer — not guessing.
Ten years leading UX research at Fisher & Paykel, IAG, and NZ Post. I bring the same rigour to your small business — sized right, priced right, and pointed at the questions that actually change your revenue.
Currently taking on new projects — strategy doc in 2 weeks
What proper research looks like
Talk to real customers
Three to five structured interviews with people who look like your actual buyer. Journey maps, friction points, the words they use — not the words you'd use.
Interviews · journey · friction
Insights you can act on
A short, sharp report — not a 60-slide deck. The three to five decisions your business should make, and why, backed by what customers actually said.
Clear doc · ranked calls
Alignment before pixels
Rushed builds get rebuilt in six months. Getting strategy right first means the site you launch is the site that actually works — not v1 of three.
Strategy → design → build
Enterprise rigour, small-business scope
The same research methods I used to launch F&P's subscription product and IAG's Roadside Rescue — sized down to fit a small-business budget and timeline.
F&P · IAG · NZ Post
Where this actually landed
Fisher & Paykel Appliances · 2022–2024
Research-led launch of F&P's first subscription product — 1,700 paid subscribers in 3 months.
What's included in every engagement
Why bother with research? Because guessing is expensive. Most small business sites fail because they answer the wrong question — or none at all. Two weeks of real research saves months of a site that doesn't convert.
- 3–5 customer interviews (recruited or your existing customers)
- Competitor and market landscape audit
- Customer journey map — from first Google search to enquiry
- Business alignment workshop (2 hrs on Zoom)
- Written strategy doc + prioritised roadmap
- Handover session and ongoing check-ins during build
Go deeper
Custom websites
Once the strategy is right, this is what gets built. Mobile-first, 90+ PageSpeed, fixed price.
Explore →Improve what you have
Already have a site? Skip the rebuild — get it audited and patched.
See how →About Shrutika
Ten years of UX at IAG, F&P, NZ Post — the background behind the work.
Read more →Ready to stop guessing?
Book a free 30-minute call. We'll cover your business, your customers, and whether research is what you actually need next. I respond same-day Monday–Friday.