User Centred Research and Design

Our Core Values

We adopt uniquely research-driven and agile approaches, up to PhDTech levels, in offering globally-leading user-centred research, service design, and consulting, focused on:

Cutting-edge expertise in DIDMAI – discovering, ideating, developing, maintaining, aligning, and improving – user experiences (UX), customer experiences (CX), and employee experiences (EX) in organisations across academia, industry, government, and wider society (the Quadruple Helix)
Always frontloading user-centred research in delivering customer and stakeholder outcomes across all projects, including the creation of innovative products and services
Strong empathy for users faced by societal inequalities in health, access to services, and socio-economic status
Hence, deep focus on diversity, inclusive research, and service design
Key interests in transforming key societal systems for optimum user experiences across the Q-Helix
Sustainable planet-centred solutions, including Environmental, Sustainability, and Governance (ESG) and UN 2030 SDGs (Sustainable Development Goals).

Scope of User Centred Research in Sigma Z Analytics

In Sigma Z Analytics we run a full-spectrum user-centred research and services design, reinforced with complementary skills in business analysis. This research and consulting enterprise includes innovative practices like

User Research Principles
User-Centred Design for enhancing User Experience (UX), Customer Experience (CX), generally Stakeholder Experience (SX)
Enterprise and Product Design with strong Business Analysis and Enterprise Engineering underpinnings
Service Design
Service Science (a more quantitative aspect of Service Design which involves Queuing Theory and Operations Research)
Human Computer Interaction
User Experience Design (UX)
Customer Experience Design (CX)
Employee Experience Design (EX) and its alignment with CX
Content Design
Report Design using platforms like Microsoft Power BI Desktop and Service versions and Qualtrics Survey and Analytics
Disruptive Design
Inclusive Design
Persuasive Technology, including Nudge Theory and the Psychology of Work and Human Performance
Planning Design
Planet-Centred Design, focused on training exceptionally talented and technology-driven knowledge workers across the Quadruple Helix – academia, industry, government, and wider society – in the art-science of designing for net-zero climate goals and optimising productivity in such respects
Capacitating such exceptionally skilled people to work across borders in impacting different economies, through proactive immigration policies and remote working, based on structured networks; see related notes below
Design and Socio-Technical Systems
Adaptive Ecosystem Design for addressing national economic development challenges, linked to Global Issues and World Systems, for example the UN 2030 Sustainable Development Goals (all 17 of them); see the School of Global Issues and World Systems at the International Centre for Research and Human Development, UK, www.icred7e.com
Specialist Ecosystem design that cuts across so many facets of an ecosystem, for example a university – departments, faculties or schools, research centres, institutes, central administration, etc.
Wider Themes such as UK Government Digital Service (GDS) now called Central Digital and Data Office (CDDO) Standards – initially 14 GDS Standards and now 18 CDDO Standards, the first 5 of which in either case specifically cover User Research Roles
Applications of User Research (UR), Business Analysis (BA) skills assembled here, Sigma Z Practices, and in the wider Oselux educational ecosystem. Examples include: 1) using UR|BA principles in curriculum innovations in online secondary tuition at 7E Master Tutors, www.7emastertitors.com; 2) same for all digital internationalising firms(DIFs) in Oselux; 3) culminating in The International Technical, Research, and Enterprise Development University X (TITREDU X, simply trading as TIREDU X or The International Open University.
Marshalling such designs and innovations in tandem with our Oselux Five Forces Knowledge Production System, with all knowledge workers – academics, students, graduates, professionals, policy makers, and myriad collaborators – within the university, across the wider Oselux Ecosystem and Global Quadruple Helix (Q-Helix), relentlessly trained in the system, to foster a common approach to knowledge making and dissemination
Given that the Q-Helix refers collectively to academia, industry, government, and wider society, it makes sense, therefore, to conceive of a UCRED- and Five Forces-Led university like TIREDU X, as a global engine for transforming and democratising global education and change. This university aims to become arguably the world’s most innovative university, see below
By having all the 120 plus DIFs described in the ICRED School of Global Business as strategic partners, and importantly being the only university operating with such a Five Forces Lingua Franca, across all disciplines and initiatives, no other university globally will be at the epicentre of a such a divinely effulgent and inimitably innovative ecosystem of connected DIFs.
In order to smear these best practices across the globe, we conceive this programme in Sigma Z Analytics as constituting an International Institute for Advanced User Research and Design (I2fAURED).
It is hereby determined that we will use this UCRED Practice as a springboard to continually master all processes, systems, and guidelines in www.gov.uk, such as Government Digital Services (GDS) now called Central Documentation and Design Office (CDDO) and running on 18 criteria of effective design.
We will continually adapt the UK system globally, through country desks like UR Nigeria, UR Ghana, UR X, where X represents all African countries, all developing countries, and globally.
Our aim is to also master global good practices in UCRED and leapfrog competing consulting companies, such as Hippo, Ant Digital, Scrum Connect, Kainos, KPMG, PWC, Deloitte, Cap Gemini, and McKinsey, using additional capabilities in our Five Forces Philosophy
We will, therefore, train swarms of Five Forces-enabled knowledge workers across continental Q-Helix systems, who are lured by additional in-depth training in our various academies – SSGS Academy, Advanced Research and Business Development Academies in our Global Tuition and Research Support Services platform, www.glotress.co.uk.
The prospect of ’employing’ and retraining hordes of retired but not tired professors and senior academics, students, graduates, professionals, policy makers, and consultants, in the Oselux Way, and unleashing them on the world in specific country desks, with very high Q-Helix impact and visibility, is enthralling, to say the least
Emerging perspectives in all these facets of UCRED and Business Analysis, across the Global Q-Helix.

User Research Skills

Understanding and defining User Profiles, Personas and Scenarios
Defining User needs, Problem and Insight
Validating/Testing Hypothesis and Assumptions
Adhering to Ethical policies and Law during research
Experienced in Usability testing such as A/B testing and user interview.
Experienced in Qualitative, Quantitative and Mixed-Method research
Strong understanding of strengths and limitations of different research methods
Experienced in creating Research Proposals and Discussion Guides
Experienced in Contextual, Lab testing (Camtasia), Remote testing
Strong understanding of strengths and limitations of different Business Analysis methods
Experienced in data visualization tools such as Power BI, Tableau, Spotfire, ArcGIS, Excel
Extensive senior analytical and management roles using myriad user research, customer and stakeholder requirements, customer profitability analysis (CPA), applied statistics, business analytics, management consulting, data management and modelling, information management and dashboarding, performance management, implementing strategy, training and managing work teams and individuals
Experience managing a performance and insight teams
Understanding different phases of product delivery
Ability to effectively communicate the results of analysis to senior stakeholders and decision makers
Ability to prioritise and deliver work to standard and deadline
Thoroughly professional and regularly present business analysis reports and related business development ideas on-premise to senior management of client organisations.

Industry-Specific Applications

Relentless specialist applications of the Five Forces Q-Helix Corporate-Academic Research and Enterprise Development (CARED) Philosophy, in about nineteen key industry-government sectors, namely

Education and training
Government services covering ministries, departments, and agencies
Automobiles and parts
Banking and financial services
Investment companies
Construction and property
Consumer groups
Engineering
Health
Industrials
Leisure
Media
Natural resources
Professional and support services
Retailing
Technology
Telecommunication
Transport
Utilities.

Selected Projects

Given the centrality of User Research (UR) in implementing high-impact real-world research and development projects, it is customary in Sigma Z Analytics to frontload user research techniques in all projects, as appropriate. We insist on thorough planning, recruitment of participants, conducting, analysing, deploying, iterating UR procedures and results, and producing key UR outputs, namely

UR plan, Discussion guide, Consent form, Focus users, Recruitment briefs, Session notes, Findings, User needs, Pain points, UR insights, Personas, Empathy mapping, User journeys, and Recommendations for client action.

To avoid undue repetition of all of these outputs in the UR projects below, please note that our good practices specify that these outputs are generated in UR projects, to solve the complete user problems, including projects in which UR is combined with other areas of integrated business analytics.

The following is a selection of such projects.

Research & Innovation, Sigma Z Analytics, July 2017 – Date: Working with a network of statisticians, user researchers, business analysts, and data scientists to provide integrated multi-environment user research and consulting services
User Research Practitioner, UK NHS Digital Test and Trace Programme, 11 October 2021-31 March 2022: Focus on Symptomatic Testing, Statistical Surveys and Analytics, conducting qualitative analyses of Covid-19 user journeys across symptomatic testing like Lateral Flow (LTF) and PCR tests, dynamically changing the test objectives to accommodate changing UK government policies regarding travels to and from amber, red and green labelled countries, say. Tailoring the 14 UR artefacts to these environments. Developing related insights and improvements in the analytics using statistical tools and techniques mastered in other sections of Sigma Z Analytics work, such as Surveys, Qualitatively-Leaning Mixed Method (QLMM) techniques, Information Visualisation, Data Modelling, and Reporting in Qualtrics and Microsoft Power BI, for example. Continuing interests in combining these skills in improving UR analysis, findings, and recommendations for actions by other NHS Digital UCRED Practices, who are internal clients to the UR Team. Also, interested in transiting these skills to other NHS entities and UK Government Services, albeit with suitable modifications, for example NHS X, Public Health England, UK Department of Health and Social Care (DHSC), Ministry of Justice (MoJ). Department for Education, etc.
Consultant User Researcher, UK Department for Education and Students (DfES), August 2021 – September 202: Use advanced user research skills to support a team of 3 URs, 2BAs, Delivery Manager in the contracting Agency and admin staff, on an ostensibly Discovery project aimed at improving access to educational information and guidance to immigrant communities in the UK who face challenges of awareness of such DfES support, to enable them take advantage of the support for the education of their wards.
Consultant User Researcher, Citizen Transformation Research (CTR) at HMRC UK, July 2021 – Aug 2021: Use advanced User Research skills to support a team of 2 URs, 1 BA, a Delivery Manager, and Product Owner, a Lead Service Designer, and support staff, on a CTR project aimed at improving delivery of some HMRC services at Discovery and Alpha stages. The key output was to digitise that aspect of HMRC services, mapped against the first 5 elements of the GDS which pertain to UR, with some insights on the other elements that support BA work, since we see the BAs as internal customers
Support User Researcher, MOJ Scotland, June 2021 – July 2021: Used advanced User Research skills to support a team of URs, BAs, a Delivery Manager and Product Owner, and a Lead Service Designer, on a project aimed at improving delivery of some MOJ Scotland services at Discovery and Alpha stages. The key output is to digitise critical aspects of the MOJ and encourage external users of the Legal Archiving services, so that the users can do Self-Service themselves without relying on only their lawyers, for example in archiving deeds and covenants for their mortgages. The Self-Service system or web portal will be mapped against the elements of the GDS to effectively align its usability with the GDS requirements for user-centred design. The project is at from Alpha to Live stages.
User Research Bristol City Council, June 2021 – August 2021: Supporting the internal IT Business Analyst on the discovery, alpha and beta phase of the Bristol City Council Data Migration and Digital Service transformation, following GDS and Agile ways of working. Helped to move the project through discovery, alpha and beta phases.
User Research and Statistical Consulting, Institute for Public Health Research, March 2021 – May 2021: User research and statistical support for a successful bid from USAID (circa $2.5m grant) awarded to the Institute in Nigeria for a 5-year contract. Used user research and statistical techniques to explore the problem space and delivery plans through discovery, alpha and beta
User Research, African Resource Centre (ARC), Nov 2020 – August 2021: Used user research and statistical skills to secure a bid from the ARC ($15000 grant) awarded to Coal City University, Nigeria for a 1-year contract on the ‘The Role of the Private Sector in Resolving Current Challenges in Public Health Supply Chains in Enugu State, Nigeria: Implications for post-Covid-19 Policy and Operational Improvements’. Researched the problem space, mapped the project delivery plan, led the bid writing, and planned the discovery, alpha and beta phases of the project’s key outcome, an Integrated Public Health Supply Chain Information System (IPHESIS) for the State
UX Research | Curriculum Design, Afrihero UK, Oct 2019 – Jan2020: Developing curriculum innovations for key touchpoints in education and training for a project on Advanced Research and Enterprise Development as Services, to enable advanced and PhD researchers to habitually create successful products, services, spin-off MSMEs, digital firms, jobs, and wealth, across academia, industry, government settings, and wider society (the Quadruple Helix). To create globally transformative digital educational platforms which cascade related skills to academics, students, graduates, practitioners, professionals, and policy makers in higher education, especially in Nigeria and developing countries. Help to move the project through (pre-discovery), discovery, alpha, and beta phases of the digital firms.
User Research, Dominican University Ibadan, Nigeria, Nov 2018-Feb 2019: Working on improving students’, academics’ and professionals’ learning experiences in the Dominican University Ibadan (DUI) and its International Centre for Research and Human Development. Curriculum innovations, design and implementation of New Mathematical Sciences BSc and MSc degrees, integrated with Business Analytics (Data Analytics and Business Analysis) and 7E skills, to improve employability of the graduates
UX/Business Modelling Research, Afrihero UK, April 2018 – Sept 2018: Advanced research in integrated business modelling template for creating and digital internationalising digital firms (DIFs) in Nigeria, to help create companies like Google, Uber, and Amazon in Africa, as research spin-offs, to address overwhelming graduate and youth unemployment in the continent. Helped to move the project through discovery, alpha and beta phases for the template and websites of new DIFs built from it.
User Research, Statement Consulting, UK, March 2017 – June 2017: Worked as a Lead User researcher on the organisation-wide technology transformation within Statement Consulting UK and Institute of Development Studies, University of Nigeria, understanding current and future needs (pain-points, user journeys, personas, and insights) of users around learning technologies and business simulation software, application and deployment needs, and supporting the business to meet those needs following GDS standards and Nigerian National Universities Commission Quality Assurance and Enhancement Guidelines
UX Research and Statistics, NHS Digital, Aug 2016 – Nov 2016: User Research support as part of an Agile team on various cross government projects within NHS Digital and Information Analysis areas, covering Consent, Requirements Gathering, Information Dashboarding, Discovery, Alpha and Beta following GDS User Centred design approach.
UX Research Jumai E-Commerce Portal, July 2015 – Oct 2015: Working as a User Research/Business Analyst on the customers’ digital UX and development of a new retail wholesale web portal integrated with business model review and order service management and) in Agile Environment.
Agile Business Analysis, AfriWorld Higher Education UK, March 2014 – May 2016: Worked as a Sole Business Analyst and Product Owner, in developing Virtual Web Responsive E-Learning and Assessment Environment in an Agile/Scrum/Kanban/BDD/TDD environment. The E-assessment Education, Training, Workshops, Short Courses, and Conference Set Up was later integrated with a payment system, ERP and CRM Dynamics (2017) for managing students’ and trainees’ expectations.
Agile BA and Statistical Consulting, DTI (with CMI CISTATS Bristol), April 2005 – June 2005: Worked on a strict 12-week permanent beta/live phase to review UXs of staff, using a legacy Construction Industry Statistics (CISTATS) software supplied by a big technology firm to the Construction Market Intelligence (CMI) Unit, based in Bristol. To statistically analyse the audit trail of logged complaints, usability and reliability experiences of different categories of staff using different parts of the software. To also interview staff of the supplier firm and produce a report that evidences the lay of the land regarding claims that the firm’s software did not meet the SLAs agreed at the beginning of the 5-year initial contract period. Hence, to enable CMI decide on renewal or non-renewal of the contract for another 5 years.

Specialist User Research and Consulting Academies

Fully UR-designed training to prospective UR specialists, aligned to their specific career aspirations in different industry sectors
Global UR research and design services in different industry sectors, educational institutions, public and private organisations, NGOs
Similar services under our UR Country Desks dedicated to helping countries and stakeholder organisations to achieve the 2030 UN Sustainable Development Goals as articulated in related AfriWorld Higher Education and Research Observatory UK programmes, namely Development Studies and Informatics Programme, www.afrihero.org.uk, and School of Global Issues and World Systems, www.icred7e.com
Similar services deployed internally in AfriWorldhero UK in providing user-centred research in different ICRED schools, institutes, training, and initiatives as services. For example, we will provide the School of 7E Education and Human Development as primarily digital services called 7E X and the SSGS Academy X for the Skills for Students, Graduates and Start-Ups Academy in www.afrihero.org.uk and www.icred7e.com.
We will therefore run such services across circa 38 different initiatives in AfriWorldhero UK, as listed in www.icred7e.com
In effect, all Oselux EdX projects are UR-designed interventions, including the 139 SSGS Academy projects and more than 300 projects listed in CREHUD-ICRED Strategic Plan, for example, and emerging projects from our Q-Helix collaborations.

Brief Profile of Director of UCRED, Sigma-Z Analytics

Dr Patrick Oseloka EZEPUE is a skilled and resourceful user researcher with a fervent passion for making a difference in people’s lives across academia, industry, government, and wider society. He has cognate multidisciplinary skills such as business analysis, statistics, business intelligence, and management consulting.

Has has conducted over 100 small, medium and large-scale studies (qualitative, quantitative, and mixed-method), usually working in fast-paced agile environments and cross-disciplinary teams (UR, Business Analysis, Statistical Information Analysts, Service and Content Designers, Prototype Developers, and Recruitment Specialists, for example).

Patrick thrives on the challenges and rewards that this brings, especially the additional benefits to clients of combined know-hows in the disciplines he studied and practises. Hence, he is driven to elicit and document profoundly innovative, compelling, and meaningful user experiences and requirements, using myriad user-centred methodologies, backed up by suitable multidisciplinary skills.

With deep knowledge of research processes, Patrick helps his teams to deploy revealed user needs and personas to design and build innovative solutions, products and services that solve the real as opposed to presenting clients’ problems, and meet their needs. This is achieved through continuous improvement, experimenting, learning, and enterprise development.

Patrick actively works on different cross-government projects. He is familiar with GDS standards and assessments, as he represents UCRED teams in CDDO assessments of different projects, when desired.

A confident communicator working with own initiative and as part of a team, Patrick cherishes contributing to organisational goals and objectives.

Patrick has BSc, MSc and PhD Statistics (Mathematical Biology), PGCert Business Administration, and PGCE Learning and Teaching in Higher Education degrees, which further enhance his skills as a user researcher in multi-environments.

Please note that since Patrick founded Sigma Z Analytics, he leads myriad projects involving highly-trained user researchers, business analysts, statisticians, data scientists, and management consultants, whom he trains and supervises. Hence, some external projects are only designed and supervised by Patrick as Director of Research and Business Analytics, while he handles mainly UK-based roles hands-on.

Enquiries

For more details, please contact us at:

Email: info@afrihero.org.uk or through Tel. no: +447772632150 to speak to the Director of Research and Enterprise Development, Professor Patrick Oseloka EZEPUE

User Centred Research and Design

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