Most products fail because they ignore the messy reality of how people actually use them. I help you create products that work by understanding the overall system, designing for  behaviour, emotions and people’s real context. 

Most importantly, I think about risk - always.

I’ll help you see what can go wrong to users and the business, so we can mitigate it and make informed trade-offs (rather than nasty surprises)

Here’s how I help you:

🤝 If you're a potential client:
→ UX Audits: analysing your product and identifying opportunities
→ Fractional design and research support that drives business, and user impact
→ Clarity on strategic direction and vision 


📕 If you're here for my content, I write about: 
→ How to consider the *overall* experience
→ Connecting design impact <> business impact
→ Identifying different types of risk (and mitigate it)
→ Designing for how people *actually* use things by considering context, behaviour and emotions 
→ Tips to help along your design processes

I'd love to hear about how I can help you. Drop me a message on LinkedIn, or send an email to: hello@ampersandco.studio

And if you don't have a project, I'm always down for a coffee chat!

Emily Anderson

Issue #1 of Beyond the Happy Path newsletter is live!

This one is all about Churn. It’s not the sexiest thing, I know

It's easy to assume that when people stop using our products and services it's because they *wanted* to. We focus on reasons like: they didn’t see value or it’s too expensive

But that’s not always true.

Sometimes people leave because they had no choice. They leave because they *have* to:

Maybe their ability changed and they can't use it anymore. Maybe they're struggling financially and can't afford it right now. Or maybe someone passed away.

In this issue I dive into:

➡️ Why we need to think about churn in terms of “wanted to” vs “had to” reasons (i.e voluntary, involuntary, and situational churn)

➡️ Real examples that can help to reduce churn

➡️ Ideas for how you can start considering it in your process

Incase you missed it, you can read the post in the link below (and subscribe for future issues too  👀)

https://lnkd.in/ef9CMEAE
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It's very early days of the newsletter and I'm not going to pretend to have it all figured out. So if you've got any feedback of what you want to see more / less of, I'd love it here it!

Designer | Reducing risks to users and businesses | Founder, Ampersand | Speaker

Cyberbay

Continuous Cyber Excellence.

From adversarial simulation to executive guidance, we help organizations build resilience against evolving threats. Cyberbay delivers continuous protection at scale, combining:

Bug Bounty 2.0 – curated, contextualized vulnerabilities with triage and remediation sessions to cut through the noise.

vCISO Services – strategic cyber leadership on demand, aligning security programs with business outcomes.

CallGuard Vishing Simulation – realistic attacker emulation to harden human defenses against social engineering.


We protect organizations across fintech, energy, healthcare, and government by embedding continuous adversarial testing, executive strategy, and people-focused resilience into one ecosystem.

With Cyberbay, businesses move beyond reactive security—achieving proactive resilience, cyber excellence, and trusted defense at scale.

Founding AE / Sales Lead - First AE growing new territory (EMEA)

Sales Lead

Birdie

New Business Account Executive

Enterprise Partnership Advisor (senior SDR)

Enterprise Partnership Advisor (mid)

Enterprise Partnership Advisor

Ashmore Commercial Ltd

Identifying, understanding and overcoming business needs and problems. 
Building long-lasting client relationships.
Data-driven insights.
Risk mitigation.
Helped deliver a contract management project to increase operational efficiency within strict deadlines.

Business Analyst Intern

Transform Threats Into Resilience.

From continuous adversarial testing to executive cyber leadership, we power your entire security lifecycle. Identify, defend, and strengthen with curated bug bounty, vCISO strategy, and advanced vishing simulations - all built to deliver cyber excellence and resilience at scale.

Reach out for a free threat intelligence briefing for your industry

tom@cyberbay.tech

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