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Phone (02) 9261 4624 Fax (03) 9684 3434 Level 1, 26-28
Wentworth Ave
Surry Hills
NSW 2010
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Phone (03) 9684 3470 Fax (03) 9684 3434 Ground Floor
119 Ferrars St
South Melbourne
VIC 3205
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Get in touch

At U1, we love hearing from people. So whether you have a query about the work we do, who's on our team or when's the next training event, contact us via email or phone.

About us

Achieve certainty with us.

At U1, we provide crystal clear certainty around user experience and customer experience. Why not let us help you uncover the valuable insights that make or break your business? We've been pioneers in the space for 15 years. And since the beginning, our team has tried and tested thousands of experiences, fortunate enough to work with all kinds of clients with diverse business challenges. 

We are not a one-stop-shop that offers web development or app design in a whizz-bang package; we are specialists in research, insight and strategy. You can rely on us to analyse and test experiences – such as protoypes, websites and platforms – to produce the best results and assured ROI at all times. We stand unswayed by what we’d prefer to build, or what’s easiest to code.

But if you’re looking to create a website, tool or app, we still offer an end-to-end solution. U1 has many long-standing partnerships with web developers who can bring your experience to life – that is, once we've done the research, insight and strategy to back it up. Think of it this way: We offer a definitive journey to success, not just a flashy design.

View our expertise to find see what what skills we draw upon when working with clients.

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U1 staff brainstorming ideas around the lunch table

"At U1, we understand how people interact with the world. You can trust our highly skilled consultants to dig deep into the minds of your customers, analyse and measure the entire experience, and advise on the best path your organisation can take forward towards sucess."

– Shefik Bey, Managing Director
Shefik Bey
Managing Director, U1 Group

Shefik is an innovator who has influenced the growth of UX – in Australia and the world – for the past 30 years. He has a proven track record delivering digital strategies that drive clients to success. His strengths range from research and insight to entrepreneurship, project management and visionary business development. Always pushing boundaries, he has a curious nature and loves discovering new things.

Toby Biddle
Director, U1 Group and Loop11

Toby has been a UX professional with a background in market research for more than 15 years. He is focused on bringing affordable, quantitative user experience testing to the masses. As a result, Toby has set up Loop11 in addition to U1 - a web application that allows anyone to conduct their own online user testing studies, without the need for moderators or swanky labs.

Tony Eustace
Group Account Director

Tony has followed the advent of technology more closely than most. In 1997, he co-founded a digital market research firm and conducted world-first user testing online. He has since built two other businesses and worked in development roles across many industries. Tony is passionate about uncovering opportunities and growth – and although technology is ever-changing, he can confidently tackle timeless business challenges.

Sean Smith
UX Director, Melbourne

With almost 20 years’ UX experience, Sean is an invaluable member of U1. He manages our Melbourne-based consultants and some projects in Sydney too. Sean has worked in Australia, UK, Europe and USA and has qualifications in Psychology and Software Design. He has a keen interest in how we understand and interact with the environment around us and how that relates to the design of interfaces, products and services.

Meet the U1 team

Kristy Blazo
Discovery & Design Practice Manager
Susann Clifton-Smith
Experience Research Practice Manager
Emily Goddard
Client Service Support
Rosie Handby
Analytics & Insights Practice Manager
Ping How
Finance Manager
Natalie Khoo
Marketing Manager
Nilma Perera
UX Consultant
Jo Squire
UX Consultant
Tamsin Stanford
Strategy Practice Manager
Paul Vella
UX Consultant
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