Who am I?
I’m a Senior UX Researcher and Consultant with over 25 years’ experience shaping digital products and services around real user needs. My work focuses on translating complex organisational and design challenges into clear, evidence-based direction.
I plan and conduct qualitative research, usability testing, and journey mapping, and I work closely with product, content, and engineering teams to turn insight into action.
More recently, my work has focused on what happens to judgement, attention, and decision-making when AI systems are embedded into everyday tools and workflows. Rather than treating AI as a feature or capability, I’m interested in how it reshapes cognitive effort, trust, and responsibility, and why many AI-related failures are better understood as human-system mismatches than technical flaws.
This line of thinking sits alongside my research practice and is increasingly informing my writing. My work sits at the intersection of UX, human/AI interaction, and AI-enabled systems, including the development of supporting frameworks and learning material.
In addition to hands-on research, I design the systems that sustain it, building research repositories, templates, and processes that make user understanding accessible and reusable across teams.
My experience spans financial services, government, healthcare, and e-commerce, along with agency work for global brands. I’m particularly focused on ensuring research is operationally sound, strategically aligned, and genuinely useful to the people expected to act on it.
I began my digital career in 2000 as a user-centred design web designer and evolved through UX design, information architect and user research as my passion and understanding of usability and UX developed. ​
​
In my spare time, I run a large, closed Facebook group that I founded in 2016 to match volunteers with refugees in need around the world from their laptop or mobile device.
​
I write articles about humans and AI.
I'm eternally curious about people.​​
University of Westminster
​2001 - 2004
BA Hons Graphic Information Design 2:1
​
GID is a multi-disciplinary approach, employing a wide range of intellectual, creative and technical skills. Its primary concern is to engage and inform, as opposed to promotional design, which aims to attract and persuade.
The degree places emphasis on the effective communication of information for the genuine needs of the end user.
A handful of endorsements
David Fennell
Product Leadership & Innovation, AI Strategy
July 2025
Lynda is the kind of researcher that directly influences the outcomes of the product. She delivers super fast, and her test reports are efficient in communicating high-level findings, while comprehensive down to individual test result.
She is constantly evolving her practice, and managed the best knowledge repository I've seen anywhere - so that the insights she uncovered became a knowledge base of past findings, often accessed for future experiments.
Lynda has great perspectives on testing awkward dimensions, and is a champion of user centricity. It was always a pleasure talking and collaborating with her, and her deep care for people came through constantly.
Andy Bennett
Executive Technologist
June 2020
I worked with Lynda during the Discovery Phase of the Personal Data Exchange project at the Government Digital Service in 2016.
Lynda worked diligently throughout the Discovery, conducting interviews, analysing the results, synthesising insights and following up with more interviews based on the things she learnt and discovered.
At the end of the process, she ensured that all the notes, knowledge and findings were thoroughly documented in such a way that they are still being used and referenced by other teams at GDS today (4 years later). Some of her findings have shaped and reshaped the whole personal data and eligibility discussion in Government, centering it firmly around the needs of users and how Government can provide better, cheaper, quicker and more secure services to them.
I would love to have to opportunity to work with Lynda again in the future and highly recommend her.
Attia Jamal
Founder, Agile Goes Ape
June, 2017
I am more than happy to recommend Lynda.
​
Lynda is a valuable asset to any team. She is highly professional, extremely passionate and hardworking. You can trust in Lynda to steer the team in the right direction and to get the team enthused and to get them thinking about the importance of user needs and its impact on existing / future products. She is not one to shy away from voicing her opinion on behalf of users - no matter how unpopular those user insights may be with business stakeholders.
​
She is all about understanding user needs and user behaviour to help both the business and the enabling team to arrive at a user centric value proposition which in turn will produce a valuable, successful market product.
​
One thing you might not know about Lynda is that she is a humanitarian. She does charity work for the less fortunate and her compassion and kindness is reflected within the work place; she has supported many of her team members through emotional periods during the phase of the project and is a great comfort to the team. We all love her!
​
I highly recommend hiring Lynda. She knows her craft and then some! She is a safe pair of hands you can trust in.
​
I can’t wait to work with Lynda again and if I had a gap in my team I’d hire her in a heartbeat!
There are more of these on my Linkedin profile