Transforming business through the power of human-centred design

Hello. We’re The Genuine Lab; a user experience (UX) research and innovation consultancy on a mission to empower purpose-driven entrepreneurs with the right tools, strategies and deep customer insights to build digital products and services their dream customers truly love.

gnlg_fluffy_dressed_mascot_hands_dressed_like_a_1970_kid_show_w_5e96289f-6393-4241-8ba4-6ef26ecb4cac.png
gnlg_fluffy_dressed_mascot_hands_dressed_like_a_1970_kid_show_w_e0c0cb4c-6128-44fe-a659-f3ec69dc3427.png
gnlg_fluffy_dressed_mascot_hands_dressed_like_a_1970_kid_show_w_34f14695-0a75-4933-9a4a-62f1bf60f313.png

Our Services

  • Get the confidence and clarity you need to launch your business idea with our (UX) product development discovery service!

    We'll help you develop a deep understanding of your dream customer's needs, identify opportunities and market gaps, and create an MVP for your product which you can use to validate your idea and secure investment.

    Learn More

  • Struggling to figure out why your digital product or service is underperforming?

    Use our UX audit service to gain clarity on whether your product truly meets the needs of your customer. We'll provide both deep analysis and practical recommendations for improvement, all based  on UX research best practice, direct customer feedback and live testing with your target audience.

    Learn More

  • Lay the foundations for the next stage in your business' growth with our scale and grow service.

    Whether you want to scale your business, develop a new product or enter a new market, we'll help you understand the wider landscape and uncover new opportunities to serve your current and future customers.

    (Coming soon)

Meet our founder

Hi, I’m Carolina, founder of The Genuine Lab.

I started my career as a photographer and graphic designer before my journey led me to the incredible world of user experience (UX) design.

I realised that human-centred design has the power to change lives: helping organisations think about their users' needs in a different way, as well as helping them build products and services that truly connect and delight their customers.

Now, my mission is to inspire and empower more entrepreneurs to take the same path, so that they can also learn how to create products and services that truly connect with their target audience.

Who we’ve worked with

What our clients say

  • “I would highly recommend Carolina for her UX research consultancy if you're a start-up company looking to understand more about your target market. In one short call, she helped me think about my audience in a different way and identify some quick wins in terms of deep customer research opportunities. She also shared some simple, practical tips to help me get started with this user research.”

    Marc Raphael - Founder Off the Square

  • “Carolina is such an incredible human and UX mentor. I was instantly able to connect with her as a user researcher. The diversity of industries and organizations she has worked in allowed me to dissect and understand more about UX research roles in various contexts. I was able to take away so much information from the perspective of someone who actually works in the industry, learn about the things they do, and identify areas where I could improve.

    -Dhiraj, User researcher at Wise

  • “Carolina was a great UX researcher mentor. My skills were much improved by her thorough, useful, honest, and open feedback. She went beyond highlighting up areas that needed work to provide specific examples that made difficult ideas easier to grasp and use. Her honesty and openness created a positive learning atmosphere where development was given top priority. She made it all clear how to produce an engaging UX research case study, well beyond my expectations. Carolina comes highly recommended”

    - Mahdis Atabaki - Product Designer and UX Researcher

  • “It was great to hear about Carolina's experience as a user researcher as she took me through different challenges and suggested ways to hone my skills. It was useful to help me understand more about user research and learn about different strategies that I can implement.”

    - Isha Pednekar - UX/UI Designer at Proda

  • “Carolina gave me excellent feedback and advice. I was able to finish the first coaching session with a clear career strategy in mind and knowing what I want for my future as a UX researcher. She was super knowledgeable and gave me a lot of insights - her diverse experience in the industry helped me understand better how to position myself career-wise and which values I want to carry. Looking forward to our next session!”

    India Thume - Product Designer

  • “Carolina started our service design coaching session with really helpful questions which got me reflecting on where I am in my UX journey. She then shared really helpful reflections on things I hadn't even thought of user centred design, and gave me practical suggestions on where I could go next. Time flew and I came away feeling very empowered.”

    - Victoria Pelka, Innovation Expert at Ofgem

  • “The mentoring session with Carolina was great. She provided valuable information and advice about UX research, making the hour-long session feel like it could have easily gone on much longer. She has a large repertoire and strategic vision about the UX market due to her various experiences as a UX researcher. Carolina offered an honest and constructive perspective based on her consulting experience. Thank you so much!”

    - Cibele Dametto - Strategy and research consultant

  • “It was such a lovely experience to be mentored by Carolina! She was not only incredibly knowledgeable about UX but also super down-to-earth and easy to talk to. It’s clear that she’s very passionate about the UX work that she does and keen to pass her knowledge onto others. Carolina shared her experiences with UX research contracting, consulting and working in the public sector and answered any questions that I had. Her openness and candid advice left me very engaged throughout the session. Thanks so much!”

    Nicole - Junior User Researcher at the Financial Times

  • “Had a really fun mentoring session with Carolina. She went deeper into the subject one I was interested in and shared her UX research experiences relating to that. Quite reflected my journey and the things i have to work upon. She also promptly layed out insights and things to think upon towards entering the UX research field, by explaining real life scenarios. I really had a good time just talking with her and all things UX.”

    - Vednt Mathur - UX enthusiast

  • “Carolina is great mentor. I changed the topic of our meeting last minute, as I had been invited for an interview at the Home Office as a Junior User Researcher and she was so helpful. She walked me through how to create a research plan for my interview task. She gave me resources to look at and really went into detail. I felt really prepared for my interview and ended up getting the job. Thank you Carolina.”

    - Oluwasen User Researcher at the Civil Service

  • “Carolina provided lots of useful and constructive suggestions for me to present my research experience comprehensively. She gave feedback on my answers and highlighted some important skills I could include when talking through my research journey.”

    - Chingwen Hsu User researcher at Pic Collage

  • “It was a pleasure to be mentored by Carolina. She taught me a lot about real working skills as well as scenarios and challenging things about user research. Communication with her was effortless and pleasant, as well as very insightful and helpful. I even discovered that we love to travel and share the same values.”

    - Zixuan Li User Researcher

  • “My UX coaching session with Carolina far exceeded the expected time. She was trying to share as much knowledge as she could, which reminded me of the time I spent with my professor during my master's degree. I am very grateful for this. She encouraged me to start building my personal brand and stand out in the competitive job market, which I think is a fantastic idea! Her UX technical knowledge is also very extensive, helping me optimise my current user research. I would be delighted to stay in touch with Carolina.”

    - Ya-hsin Tsai, Student at Kingston University

  • “I had a great chat with Carolina, she gave a detailed insight into her User Research role and answered my questions about the job role. She provided very honest reviews of her experience and helped guide me to resources for future exploration.”

    - Lucy Starodub, Product Designer

  • “It has been great to work with Carolina on all things UX research. We at Transport for Greater Manchester have learned a lot about our services over the last five months and her UX research work has played a big part in that. Making sure Transport for Greater Manchester is building the right things and asking the right questions to their customers.”

    - Adam Land at Transport for Greater Manchester

Frequently
Asked
Questions

  • User research is all about understanding the needs, behaviours, and motivations of your customers through observation and feedback. It helps businesses design better products and experiences by putting the user at the centre of decision-making.

    By listening to real users, companies can avoid costly mistakes, create more engaging products, and build stronger customer loyalty.

    Simply put, businesses that invest in user research are more likely to deliver what their customers truly want and stay miles ahead of the competition.

    So why should I invest in (UX) user experience research?

    • Improves Customer Satisfaction: A well-designed user experience leads to easier navigation and more enjoyable interactions, increasing customer satisfaction and loyalty.

    • Boosts Conversion Rates: User experience research helps identify pain points and optimize the customer journey, leading to higher conversion rates and more sales.

  • User experience research (UX) should be integrated into every stage of product or business development. During the discovery phase, it helps identify customer needs, pain points, motivations and opportunities for innovation.

    In the design phase, research informs prototypes and concepts, ensuring they're aligned with user expectations. During the development phase, usability testing can validate concepts and catch usability issues early.

    After launch, ongoing User experience research helps monitor performance, gather feedback, and inform future improvements. By weaving UX research into each stage, businesses can continuously refine their offerings and make sure they stay customer-focused.

  • Our unique approach to UX research and innovation, together with our dedication to providing innovative and personalised solutions to our client's challenges, makes us stand out from other user experience research agencies.

    In our UX process, we put an emphasis on UX research, including design testing, validation, and iteration. This allows us to create digital products and services that are not only beautiful but also truly meet customer needs.

    Unlike other User experience (UX) consultancies, we take a proactive and collaborative approach with our clients, immersing ourselves in our clients' businesses and industries to gain a deep understanding of their needs and objectives.

    This helps us to come up with UX solutions that truly contribute to your business goals.

    In addition, we’re committed to delivering the highest quality of work by assigning each team to focus solely on one client. This ensures our clients receive the undivided attention and dedication they deserve.

  • Our UX Research Process & Deliverables

    As a UX research and innovation consultancy, our initial goal is to gain a good understanding of your business goals, customers and landscape.

    We start this process by running a deep dive interactive workshop with you / your team to better understand the problem you want to solve and identify the key questions you need to answer.

    We then will move forward with a custom UX research plan and strategy depending on the outcomes of workshop.

  • Our pricing depends on the size and scope of the project. Factors such as:

    • the number of deliverables
    • the level of complexity
    • the timeline will also affect the cost.

    It could range anywhere from a few hundred to several thousand pounds.

    Generally, complex projects that require extensive UX research and from scratch may cost a lot more than simpler projects.

    However, we offer different types of contracts for UX research projects. All estimates are calculated based on the number of hours and the number of UX experts required for the job.

    Feel free to contact us with the details of your project and we can provide you with a more accurate estimate after learning more about your project during our free discovery call.

Give us a holler!

For fun social gathering invites, natural wine deliveries and cat gifs send us a DM on Instagram or Tiktok! For everything else, please email us at hello@thegenuinelab.co