About FabUX
FabUX is built on years of observing how people find, interpret, trust, choose and feel.
The work has always been about behaviour. Not what people claim to do. What they actually do when they meet a product, service, brand, journey or environment.
People rarely make decisions by carefully processing everything in front of them.
They scan. They interpret. They assume. They compare. They feel. They decide.
Then they justify.
Where the thinking came from
Much of the thinking behind FabUX and Designing for Decisions emerged through years of customer research, eye tracking and observational work across commercially demanding and operationally complex sectors.
Grocery. Ecommerce. Travel. Finance. Public services. Visitor experiences. FMCG. Comparison journeys. Product detail pages. Booking flows. Packaging. Signage. Service interactions.
Different sectors. Same recurring reality.
People make fast, emotional and often subconscious judgements using whatever signals are available to them.
Explore behavioural user research See eye tracking and retrospective recall
Experience at scale
The experience behind FabUX includes projects involving some of the UK’s most demanding customer environments and global brands.
Work involving ASDA, Ocado, Morrisons, M&S, Argos, Amazon, GO Outdoors and Jewson.
Product understanding, comparison behaviour, ecommerce journeys, mobile product imagery and purchasing confidence.
How FabUX approaches ecommerce journeysWork involving Jet2, Parkdean Resorts and Visit Yorkshire.
Booking decisions, visitor confidence, uncertainty reduction, service journeys and real-world experience design.
Explore visitor experience reviewsTrust-sensitive journeys, comparison behaviour, reassurance and decision-making under uncertainty.
These are not purely rational decisions. They are emotional decisions wrapped in rational explanation.
Work involving NHS, HMRC and DWP.
Clarity, accessibility, trust, comprehension and emotionally sensitive interactions at scale.
Work involving Coca-Cola across complex B2C, B2B and direct-to-consumer contexts.
Different channels. Different audiences. One core challenge: helping people understand and act with confidence.
Experience contributing to thinking around mobile product imagery and ecommerce product understanding, including work connected to GS1 mobile hero image guidance.
What this teaches
People do not behave like funnels, personas or neat journey maps.
They arrive with memory, bias, emotion, expectations and previous experiences already shaping what they see.
They miss things businesses assume are obvious.
They trust signals organisations did not realise mattered.
They feel something before they can explain it.
Brand matters
Brand is not simply how something looks.
Brand shapes expectation, confidence, memory and emotional interpretation before interaction begins.
This matters because the strongest brands do not just attract attention.
They help people feel they are making the right decision.
People remember how you made them feel.
Why now
Answer engines increasingly shape what people see, what gets summarised and what gets recommended before anyone reaches your website, product, service or destination.
But human behaviour still determines whether people trust you, choose you and remember you.
This is why FabUX sits between behavioural research, brand-led experience strategy, decision architecture and answer engine readiness.
Built for AI-shaped organisations
Every organisation is at a different stage of AI adoption.
Some are experimenting carefully. Some are embedding AI deeply into operations. Some are still working out where it fits.
FabUX works with you wherever you are in that journey.
The approach is deliberately platform and technology agnostic.
Tools will change. Models will change. Platforms will rise and fall.
What matters is that your knowledge, learning and strategic understanding do not get lost as technology evolves.
Where appropriate, deliverables are created in Markdown: lightweight, portable, searchable and AI-friendly documentation that can evolve with your organisation.
Why listen?
Across major retailers, global brands, public services, travel businesses, ecommerce journeys and complex customer environments.
FabUX exists to help organisations become easier to understand, trust and choose in a world shaped by AI but still driven by human behaviour.
Let’s discuss what’s changed