Sarah Morice UX Researcher
and Strategist
About me
Hi, I’m Sarah,
I’m a user researcher with a strong passion for understanding people and transforming insights into meaningful improvements.
I enjoy uncovering user needs and turning them into opportunities for better experiences, learning, and growth.
I’m deeply motivated by continuous improvement, across products, services, and ways of working, and I value intellectual curiosity and lifelong learning.
Clear communication and collaboration are central to how I work, and I believe great outcomes are built in positive, supportive environments.
1
Expertise
▪ Qualitative Research: Interviews, contextual inquiry, workshops
▪ Usability & Evaluation: Usability testing, heuristic reviews, concept testing
▪ Strategic Research: JTBD, personas, user journeys, information architecture
Quantitative Research: Surveys, A/B testing, product analytics
▪ AI-Enabled Research: AI-assisted research workflows and insights
2
Experience
▪ UX Leadership: Building and leading research teams
▪ Research Strategy: Vision and roadmaps
▪ Stakeholder Influence: Engagement and alignment
▪ Product Transformation: MVPs, migrations, product evolution
▪ Delivery: Agile, GDS, public and private sectors
▪ Digital Products: B2B, B2C, SaaS, apps and websites
3
Tools
▪ AI: ChatGPT, Claude, Copilot, Gemini Figma AI, Visual Studio
▪ Collaboration: Miro, Mural, FigJam, Google Workspace
▪ Research: Qualtrics, Userlytics, Optimal Workshop, Lookback, Usertesting.com, Survey Monkey
▪ Design: Figma, Sketch, Axure RP
▪ Delivery: Trello, Jira, Confluence
Ross Miller
Technical Architect
"Sarah is a conscientious, extremely thoughtful and intelligent user experience expert. She has been integral to the success of a multi-million pound platform build.
She was able to participate in highly technical discussions and consistently find a way to put user experience at the heart of our thinking about the platform."
Linton Baddeley
Director
of User Experience
"Sarah did a fantastic job on a UX research project for us at Conversocial. She is smart, efficient, independent and her work is thorough. Her interpersonal skills and contagious passion for UX have been a great asset to the team and for interacting with our clients. As a UX Researcher, Sarah earns my highest recommendation."
Daniela Aramu
Head of User Experience
"I have hired Sarah to help us in the early stages of a rather challenging both in terms of the problem to solve and stakeholders to manage. Sarah was very quick in picking up the project, understand the context, set up direction and deliver a plan. (...) As a manager, I was happy to observe that she is independent and reliable with a great ability to work collaboratively with others. She is very comfortable asking questions, challenging, being challenged and presenting her work, while communicating her enthusiasm and passion for UX."
Some of the key companies I worked for...
