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UX Autopsy
Collaborative posts
Kameleoon: Tips for conducting user research in the healthcare sector
User research in the healthcare sector requires a nuanced approach due to the complexity of patient needs, regulatory constraints, and the critical nature of health outcomes. This article compiles insights from experienced researchers to guide effective practices....
Books
The Book of Tonns: Conversion Hotel 2023
In 2023, Conversion Hotel celebrated its 10th edition. To mark the occasion, I wrote, illustrated and designed a printed coffee-table book capturing the talks, people, stories, running jokes, sharp ideas and magnificent weirdness of the event. It was part conference...
Podcasts
Harnham: Beyond the numbers – humanising your customer data
Description Abi joins Harnham’s Lloyd Dunstall to explore why an over-reliance on data can limit decision-making and how bringing user research and real human insight into the mix leads to stronger results. From digital anthropology to the power of storytelling...
Guest blog posts
Econsultancy: Going beyond metrics to crack customer retention
Customer retention can be difficult to master. Consultant Abi Hough explains why brands need to go beyond numbers to keep customers coming back and how observing customers in their ‘natural, digital habitats’ offers the key. Summary Key concepts Brands obsess over...
Key Takeaways
10 Things We All Know, But Apparently Still Need To Be Told
Abi’s takeaway carousel from Conversion Hotel 2025, covering the “obvious” truths the optimisation industry still keeps forgetting: readability, pragmatic experimentation, messy journeys, emotion, small models, AI agents, silos, metrics and quality. Description This...
Field notes
20 Things That Made Me Question My Sanity on Facebook
Abi’s field note on Facebook’s AI-generated feed prompts, using 20 deeply questionable examples to explore what happens when AI is deployed without enough context, humour, nuance or restraint. Description This field note captures Abi’s reaction to Facebook trialling...
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If you’d like to find out what’s killing your conversions, you can contact Abi on LinkedIn