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Natural Interaction Ltd

UX, Design, Digital / Mobile

We’re an independent UX agency in Bristol with one mission: to make it easy for you to grow your business through remarkable customer experiences driven by research, testing and Lean UX.

Our approach combines design thinking, lean startup methodologies and rapid user research. We excel at eCommerce website redesigns, automotive UX and digital product design.  

Our clients range from household names like BMW and National Trust to software startups such as Solverboard. Ultimately the common thread is that they see the value in investing in making things easy for their customers.


The Consortium

Tasked with revamping an ecommerce site to bring it up to date for the mobile world, Natural Interaction puts users firmly at the centre of the design process, kick-starting a 25% increase in conversion for a leading education supplier.

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BMW - UK Retailer Websites

In a tale of spot-on research, early prototyping and usability testing, Natural Interaction led the UX efforts to redesign BMW's UK retailer websites, delighting clients and customers and increasing conversion.

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Key People

Adam Babajee-Pycroft Managing Director

Our founder Adam has over 13 years of experience in UX. He’s fuelled almost exclusively by coffee (using one of his seven coffee making devices), curry and heavy metal.  Before founding Natural Interaction in 2010, Adam managed UX for AXA Life’s UK business. Since then, he’s worked with a range of clients across the automotive, eCommerce and tech startup sectors, delivering impressive results for brands including BMW, Mini, The Consortium and Solverboard

Kathryn Davies Head of User Research

Since graduating from the University of Sheffield in 2007 with a 1st in Information Management, Kathryn has worked with customers and stakeholders in both a freelance and agency capacity in London, Bristol and Cardiff.  Her experience covers a variety of industries and clients, specialising in security systems for the government before moving into the commercial sector with clients such as Vodafone, Fullers, British Gas and National Rail

Alex Ryder Head of Content

With 10 years of marketing communications experience, Alex has worked both client and agency side for large international companies and small family run businesses alike. Here at Natural Interaction, she manages our marketing and PR. She enjoys to-do lists, project planning and copywriting and when she’s not working, she can be found in the vicinity of food

David Crossland UX Manager

David joined our team in early 2017 after spending 10 years in operations within the financial services industry and a brief stint riding a Vespa through Tuscany (a tale for another day).  Since joining us, he’s proved instrumental in helping deliver user research and interaction design projects for National Trust, Picture House and Solverboard. He works best whilst listening to music and can often be found in the corner of the office with his headphones on

Adi Murphy UX Consultant

Adi has been a part of the Natural Interaction team for almost as long as Adam, having joined in 2013. She values the human aspect of UX and excels at empathising with users, perhaps because of her love of nature and skills as a mum of two.  She has worked on projects for clients as varied as npower, Jaguar, The Consortium and National Trust

Kenton Loffman UX Consultant

Keen oreo-eater (true fact) Kenton joined us 2016 after internships with TV & Media Production companies both here and Australia. Before that, he studied Film, Media and Cultural Studies at UWE Bristol. He loves the variety and challenges of working in UX and gets involved in everything from wireframing to user test moderation and with a keen eye for detail, he also creates all of our videos

Dave Parry Senior Product Designer

Dave joined our team in late 2018 bringing with him an eye for detail and a methodical approach to design which is perfect for software and complex buyer journeys.  His broad experience spans many different media, platforms and audiences. He has a Masters in photography and started his career in marketing before moving across to the dark side (design). Fortunately for us, he’s never looked back. He joined us from a busy, international B2B exhibitions company and enjoys applying evidence-based, UX thinking to his work. In his spare time he cycles, does yoga and loves to travel, having lived and worked in both Seoul, South Korea and Melbourne, Australia

Key Skills

  • ux
  • user design
  • user research
  • workshopping
  • wireframing
  • prototyping

Key Clients

  • Bmw
  • National Trust
  • The Consortium
  • Npower
  • Rnli
  • Solverboard
  • Foresight Factory
  • Calor
  • Hotstats


Broad Quay House, Prince Street



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