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Case study

The quick version...

I worked part-time with Float for 6 months. My work focused on a key metric they were trying to improve. At the end of this period, the metric had improved and was rising.

The longer version...

Float Cashflow software integrates directly with accounting software, such as Xero, FreeAgent and Quickbooks. It allows users to create cashflow forecasts more easily and accurately. 

Their situation

At the time of engaging me, Float had 2 UX Designers in the team and were in the process of hiring a Head of Product. The CEO, Colin Hewitt, felt I might be able to help them with the direction of product development while they found the right person for that role. 

Immersion phase (4 weeks)

We agreed that I would spend 2 days/week working with Float for a period of 4 weeks initially.

I spent this time learning about the company, the product and what was already known about its users. I attended stand-ups on the days I worked, met with many people in the company and spent lots of time digging into their data.


I watched all of the user research recordings that had been done to date.  

Initial research
It was on Week 3 I began adding real value to the team.

The work the product team were about to start was based on their own research but still based on a risky assumption. This wasn’t evident to them at the time.


I suggested some further research to help establish which problems they really needed to fix.

Finding the real issues
Through the initial research I carried out, it was clear to them that they should shift their attention to a different area of the product. The problem they had been intending to solve was not the problem which most needed solving. 

I advised which changes I felt should be prioritised to improve the metric being worked on.


Teams often have an urge to see instant quantitative improvements for each individual change when they don't have enough users to do so. 

I advised Float to instead look qualitatively for the evidence of an improved experience and have faith that these would accumulate to show as improvements to their metrics. They agreed to do so. In time the metric improved, and this could be traced back to the team’s efforts.

Ongoing work
I was able to step away from the level of involvement I had with Float when they hired their Head of Product. At the time of writing, they now have a permanent UX researcher and I still do work with them on a more ad-hoc basis. 

What Colin says…
"Working with David was one of those 'why didn't we do this sooner!' experiences. I loved the way he approached the work, and brought immediate clarity and actionable feedback to the team. It's been great working together again on projects on an ongoing basis.
He fitted in really well to our team, and was a pleasure to work with."

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