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Michael James Frank Ealey

User Research/ Behavioural Science


I completed a Master of Arts degree in Politics and Sociology at the University of Aberdeen in 2016, graduating with a 1.1. Through this social science-based degree syllabus, I have gained in-depth experience in utilising statistical software for quantitative research (IBM SPSS; R), as well as ethnographic principles for qualitative projects. My vocational experience has been heavily focused on user research, and has ranged from new product development efforts at established companies and discovery research for startups, to work within agile teams assigned to high-visibility HMRC projects of the ‘Make Tax Digital’ agenda. Within these positions, I have made use of analytics, contextual inquiry, rapid prototyping and concepts derived from behavioural profiling and cognitive heuristics in identifying user need and driving intuitive solutions, with an emphasis on constant improvement and relentless curiosity. In 2017 I entered the MSc Cognition programme at the University of Edinburgh, continuing to add to my knowledge in research best practice, and expanding on my understanding of cognition and modern neuroscience as it relates to usability. References are available upon request.  

Work experience

Dec 2016Sep 2017

User Researcher

Capgemini (HMRC Account)

Driving user engagement for HMRC's Government Gateway portal and Enterprise Investment schemes:

Conducted full-spectrum research for two crucial HMRC projects within the Making Tax Digital (MTD) strategic area- EMAC (Enrolment Management and Agent-Client Migration) and ITR (Investment Tax Relief), making use of contextual inquiry and qualitative techniques as well as Google Analytics, A/B testing, tree testing and card sorting to aid in behavioural profiling and information architecture. Co-designed HMRC-wide user needs repository helping to provide stakeholders with strategic insights into organisation coverage of user needs. Working within the aforementioned projects, I acquired substantial experience of scrum/agile best practices and user-centred iterative design techniques, along with the ability to reconcile research output with business requirements. During my tenure with Capgemini, I have also built extensive experience in user recruitment and management, user testing (conducting over 100 remote and on-site user testing sessions), user journey mapping, cognitive walkthroughs and heuristic evaluation. Evangelised a user-centred approach throughout the length of development sprints, adding weight to the use of personas, journeys and research rigour while ensuring close collaboration, communication and understanding between stakeholders.

In addition, I earned the Capgemini Foundation Management Consulting Certificate (FMCC) in mid-2017.

Sep 2015Feb 2016

UX Researcher/ Competitive Intelligence

Keiko (Automated expenses management startup) 

Brought into the company from the very beginning of the product development process to produce a fully automated, passive expense management solution. Played an integral role in the design process through competitive audit and in identifying business requirements. Designed research protocols for focus group moderation and surveying. Recommendations and feedback to the development team accentuated user experience and flow, and aided in establishing a user-focused culture.

May 2015Aug 2015

UX Researcher/Product Development

Lolly (formerly Consolis Systems Ltd.)

(Contracted through 4000RPM consultancy) Point-of-sale software company. Engaged in competitive benchmarking, end-user requirements research, data analysis, survey design and structured interviewing. Intimately involved in the agile development of a new software product, especially in user research, UI design and in the process of NPD. Gained valuable experience in product prototyping (designing the physical product housing in 3D CAD application) and principles of human-centred design.


Sep 2017Aug 2018

MSc Cognition in Science and Society

University of Edinburgh
Sep 2012Jun 2016

M.A Politics and Sociology (Hons) (First Class)

University of Aberdeen

Byron Criddle Scholarship 2015

University of Aberdeen Access Scholarship 2015


IBM SPSS for Statistical Analysis
Software for quantitative statistical analysis and dataset manipulation
Balsamiq Mockups and UXPin

Software packages for wireframing

 QSR NVivo package
Full platform for the recording of qualitative data and for qualitative analysis
Camtasia Studio

Recording and cataloguing usability testing sessions


Analytics suite for conversion optimisation experiments, heatmapping and user feedback.

Professional Memberships

  • Member of the Usability Professionals Association (UXPA)
  • Member of the UK Society for Behaviour Analysis