Elaine Forsyth
Practice lead. Background in information architecture and analytics interpretation for public-facing applications. Facilitates workshops and owns severity scoring on assessments.
About
A practice built around friction evidence
Desktop Sequoia Path Ltd is the official registered business name behind this work. Established in 2016 in Edinburgh, we help organisations read application analytics with a UX lens—finding where people struggle, not where slide decks promise growth.
Origin
The practice began when product and operations teams in Midlothian asked for someone who could sit between raw event streams and the people rewriting forms. Early engagements were local; the work now reaches clients across the United Kingdom while the studio remains on Johns Lane in Edinburgh.
Working approach
We treat every application path as a sequence of decisions under time pressure. Analytics show where the sequence breaks; session patterns and support themes explain why. Findings stay written in concrete language so design and engineering can act without decoding research jargon.
Values
- Evidence before preference in prioritisation debates
- Severity scores that name consequence, not vanity precision
- Respect for support staff who already hear friction daily
- Clear boundaries between discovery and redesign production
People
Daniel Reed
Research associate. Specialises in session pattern clustering and aligning support ticket themes with funnel steps. Prepares evidence packs ahead of client walkthroughs.