User research
We compare interviews with field observations, product data and prototype tests.
- → Interviews
- → Field and site visits
- → Behavioural data analysis
- → Prototype and pilot testing
04
Strategic Design & Research
Know what to build before you build it.
What do you need to know before deciding?
Before investing in a product or space, you need to understand the problem, who it affects and which assumptions need testing.
We help when the direction is unclear: a new service, a change in how you operate or an idea that needs evidence before further investment.
( What changes )
We combine field research, service mapping and experiments to recommend what to pursue, change or stop.
( Design principles )
Start in the field
We observe the work in context, on screen and on site.
See the whole system
Products, spaces, staff and partners shape one experience together.
Test the riskiest part
We prioritise the assumptions that would change the decision if they proved wrong.
End with a decision
Findings should answer the question you started with and support a next step.
( Scope of work )
Service blueprints
We map the customer experience alongside staff work, tools and dependencies, including where handovers fail.
- → Current-state mapping
- → Customer-facing and internal activities
- → Pain points and failure points
- → Future-state blueprint
Opportunity framing
We weigh research findings, market conditions and operational constraints to identify options worth testing.
- → Market and competitor mapping
- → Insight synthesis
- → Opportunity prioritisation
- → Roadmap and brief input
Venture & concept validation
Test new ideas quickly with real users before committing budget to a build or a fit-out.
- → Assumption mapping
- → Rapid prototypes
- → Live pilots and experiments
- → Clear go, change or stop criteria
( How it works )
- Step 1
Frame
We agree the decision you need to make and what evidence would change it.
- Step 2
Go and see
We meet the people involved and observe the places and tools they use.
- Step 3
Make sense
We organise the findings into service maps and options for the team to consider.
- Step 4
Test & decide
We test the riskiest assumption with a prototype or pilot, then recommend the next step.
Selected work
From the founders' own practices, before and alongside MOMENT.
Fashion supply chain · Portugal · 2019
Garment traceability
Garment production mapped across four supply-chain tiers through factory visits, interviews and co-design with Triwool.
An order-based B2B platform connecting each garment order to its production stages, suppliers and supporting evidence.
Retail & brand · Tbilisi · 2025 · 900 m²
BUDE+ Showroom
Research and service mapping informed the showroom concept, connecting product displays, customer advice and spaces for meetings.
A brief connecting the showroom’s commercial role with meetings, presentations and public engagement.
Agriculture · Eastern Europe · 2026 · Team project
Net-zero roadmap for a broiler farm
An emissions assessment for a growing broiler farm. Gas used to heat the houses accounted for 74% of the emissions within the farm’s control.
A proposed roadmap covering heat recovery, litter management, solar and biomass, with farm-emissions reduction targets of 30% by 2030, 60% by 2040 and net zero by 2050.
( Project deliverables )
- → Research findings and prioritised opportunities
- → Service blueprints and tested assumptions
- → A recommended direction and project brief
( Built for )
Founders, product leaders, innovation teams and owners of physical spaces facing a big decision.
( Who you'll work with )
Iuliia Vorobiova
Co-founder · Service Designer & Builder
Sergii Pushkarov
Co-founder · Spatial Designer
We bring in sector and technical specialists when a question calls for them. Meet the team
Next service
AI Experience Design