UX Consultant / conversion troubleshooter
I fix the problems plaguing digital services.
After 32 years in digital, I’ve learned the interface is rarely the whole problem.
I’m Paul Boag. I help organizations fix websites, apps and internal tools that underperform. Sometimes that’s conversion. Sometimes it’s an experience that drives people away. Often it’s something inside the organization that stops either from getting fixed. I find out which, then help you sort it out.
3 connected problems
Most of what I’m asked to fix falls into one of three areas. They’re rarely separate. A conversion problem is often an experience problem. And an experience problem usually has a cause inside the organization. That’s why I look past the screens.
Conversion that’s underperforming
People reach your website or app, but they don’t buy, sign up, enquire or donate. I find where they drop out and why, using analytics, user research and testing. Then I help you fix it with changes based on evidence, not guesswork.
An experience that’s driving people away
Confusing journeys, frustrating apps and internal tools your staff work around rather than use. I look at the whole journey, not just the interface, to find the friction and what’s really causing it.
Internal obstacles that block the fix
Sometimes everyone knows what needs fixing, but it never happens. Budgets, stakeholders, legacy tech or a project that has simply run out of steam. I help you build the case, get the right people on side and get things moving again.
Where I Help Most
UX Strategic Improvements
I’ll help you spot what’s getting in the way of a great user experience and give you a clear, practical plan to fix it. From quick wins to bigger changes that get leadership on side.
Improving Conversion
I’ll help you turn more visitors into customers, donors, or subscribers with simple, evidence-based changes that make every click count.
Leadership Coaching
A good UX consultant is your sounding board when you need to make tough calls, sharpen your strategy, or get unstuck leading a team or project.
Training & Workshops
I’ll run hands-on sessions and create custom playbooks or self-learning materials so your team can keep improving long after the workshop ends. All practical, all ready to use.
Start Small
You don’t have to commit to a big project to find out whether I can help.
First Impression Review
Send me your site and I’ll record a video showing what’s working, what isn’t and where I’d start. £185 + VAT.
Want to go a little further? Try a UX audit from £1,500 or a coaching session for £215.
Top 5 UX People
I’ve known Paul for a long time, and he’s always been one of my top five go-to people for UX wisdom. (Don’t tell everybody else, but his biweekly email is the only one I always look forward to reading.) He knows his stuff, and delivers it with honesty, candor, and admirable common sense—a rare thing.
Actionable Insights
Paul has the ability to see what is hiding in plain sight. He validated ideas under consideration and provided new, actionable recommendations. The most valuable insight was illustrating how our issues were symptoms of an inefficient UX project team structure.
Smart & Generous
Paul is one of the smartest, most passionate, most generous people I know in the web / online industry. He is truly committed to helping organizations become simpler and more customer-centric.
Thought Leader
Paul is a thought leader within the web design industry. When we cross paths at web design conferences, I always make sure to extract as much of his wisdom as possible!
Any Organization Needs Paul
Paul is the type of personality any organization needs to do better. He questions the norm and pushes you to think differently about your own work. And he does it in a way that is fun and helpful. It’s obvious that his point of view is valuable to any individual, let alone an entire organization
Genuinely brilliant
Paul is genuinely brilliant to work with. He’s funny, thoughtful, and really good at meeting you where you are. He matches my energy, communicates clearly, and always seems to know how to say the right thing. Working with him feels easy, constructive, and properly enjoyable.
Moves the Needle
It’s not a question of whether I’d work with Paul again, but what we’re doing next. He takes the time to deeply understand your business and goals, then moves the needle across the growth levers that matter most.
WHo I help
In-House UX Leaders
As a UX consultant I help you move UX beyond wireframes and prototypes so you’re shaping strategy, winning budget, and building the kind of influence that gets your ideas implemented.
Join UX Insiders, my community for in-house UX people, with weekly calls and a private Slack.
Digital Teams
I help you get stuck digital projects moving. That might mean fixing journeys that lose customers, improving the user experience or winning over stakeholders. All backed by evidence you can share.
Build your UX business case, my service for anyone who needs to win over the people who sign things off.
Agencies & Freelancers
I give you the tools, advice, and confidence to win bigger projects, charge what you’re worth, and deliver great work without burning out or reinventing the wheel every time.
Join Agency Academy, my community for agency owners and freelancers, with weekly calls and a private Slack.
As a UX consultant I’ve helped clients across many different sectors. Here’s a selection.
Charities
- Doctors without borders
- UNICEF
- The Samaritans
- National Trust
education
- University of Oxford
- UCAS
- University of Florida
- Cambridge University Press
Government
- European Commission
- Egyptian Government
- UK Government
- Icelandic Government
commercial
- PUMA
- GlaxoSmithKline
- Allianz
- Nestle
me at a glance
Learn with me
Every week I share the same great advice with you that I share with my clients as a UX consultant. I help you create better user experiences and stronger strategies.
Podcasts
Interviews, insights, and the occasional industry rant from my 32 years in digital. Perfect for learning on the go.
Newsletter
Get weekly tips on UX strategy and leadership straight to your inbox. No BS, no hype, just ideas you can put to work right away.
Books
Deep dives into UX strategy, conversion optimization, and building successful teams, in in your own time, at your own pace.
Community
Weekly calls and a friendly Slack full of people who do what you do. Bring whatever you’re stuck on and get answers from someone who’s already solved it.
Got a challenge? Let’s fix it.
Whether you’re stuck on a tricky UX problem, need a second opinion, or just want to explore working together, I’m here to help.
About me
I’m a UX consultant and conversion troubleshooter with 32 years in digital. I help teams create user experiences that work; winning support, improving results, and making change stick.
Contact me
Email: [email protected]
UK Based – Clients in North America, Europe, Asia, Australia.
how I help
- UX Strategy – Spot what’s blocking a great experience and get a clear plan to fix it.
- Improving Conversion – Simple, evidence-based changes that make every click count.
- Coaching & Leadership – A sounding board to help you lead with clarity and confidence.
- Training & Workshops – Hands-on sessions, playbooks, and self-learning so your team keeps improving.
Actionable Insights
Paul has the ability to see what is hiding in plain sight. He validated ideas under consideration and provided new, actionable recommendations. The most valuable insight was illustrating how our issues were symptoms of an inefficient UX project team structure.
Genuinely brilliant
Paul is genuinely brilliant to work with. He’s funny, thoughtful, and really good at meeting you where you are. He matches my energy, communicates clearly, and always seems to know how to say the right thing. Working with him feels easy, constructive, and properly enjoyable.
Demonstrates his prowess
As we talk, a pronounced pattern in Boag’s patter becomes apparent: he enthuses about a topic, demonstrates his prowess and then knocks himself down with a swipe of self-deprecation.
Smart & Generous
Paul is one of the smartest, most passionate, most generous people I know in the web / online industry. He is truly committed to helping organizations become simpler and more customer-centric.
An inspiration
Paul is an inspiration, I only wish I’d worked with him earlier in my career. His ability to understand and break down problems and offer advice, drawing on his many years of experience is unrivalled. He genuinely wants to get the best out of you and your organisation and you can’t ask for more than that.
Invaluable
Medecins San Frontieres, being a decentralised international association, faces challenges in meeting the needs of a diverse global audience. Paul and the team at Headscape have been invaluable in helping us see the potential of digital for doing this. They have helped us recognize the changes needed to engage with our connected audiences, bringing clarity and innovation to our digital strategy.
Supportive and Challenging
It’s been a pleasure working with Paul. He manages to be both supportive and challenging at the same time and has a very accessible approach. It’s been a really inspiring process and I would love the opportunity to work with him again.
Entertainingly Informative
We can count on Paul to be entertainingly informative. When we bring him to speak at our workshops, people walk out of the session energized and with a better understanding of how a multichannel journey should be assessed and optimized. Thanks Paul!
Best investment
You’re the best investment I’ve made thus far in my business, and that includes a previous coach, paid mentors and many courses! Your expertise is absolutely invaluable. Thank you!
Moves the Needle
It’s not a question of whether I’d work with Paul again, but what we’re doing next. He takes the time to deeply understand your business and goals, then moves the needle across the growth levers that matter most.