We help people make better decisions about their digital services and products. Read about our story, our principles, careers and our people.

The Lagom team at work

Our story

“Lagom” is Swedish word that indirectly translates in English to: “balanced, enough, just right”. It nicely describes the work that we strive to do, the people in our team, and the way we like to work.

Lagom Strategy was founded in 2013, with the aim of helping people make better decisions about their digital services and products, based on rigorous research and evidence. 

Over the last few years, we have built up a substantial body of work, specialising in delivering public-sector Discovery and User Research work, helping clients to develop strategies based on real evidence from users.   

In that time we have developed concepts for new health and social care data services, we have led Digital Service Discovery projects in local government, and we have been the ongoing user research partner for major organisations.

We provide an expert, premium service, only taking projects on when we can see a clear need for the rigour of our methods. We like solving difficult problems.

We are a small, growing team. But we have been very careful to maintain the Lagom offer as we have grown. The people listed on this website are handpicked for their expertise and experience in government, academia and industry.

We have an office in Loughborough, but we are set up to be a largely remote-working business, enabling us to deliver projects for clients in all parts of the UK.

Our principles

  • Work with people and organisations trying to do good things
  • Champion the users at every stage by starting with their needs
  • Validate research to make evidence-driven recommendations
  • Don’t recommend building new services unless there is overwhelming evidence to do so
  • Treat our clients and partners with respect and fairness
  • Never take on too much work so we can give our clients our full attention
  • Step away if we aren’t adding value
  • Share our ideas and experiences for others to benefit from 
  • Adopt a state of Lagom in all things we do

Also see our: User research standards


We occasionally advertise jobs in the team. And we have a standing offer of conversations, work experience and internships that may suit what you need if you’re thinking about a career in digital or user research.

Our people

Liam King

Founder and strategist

Liam is the founder of Lagom Strategy, and was the original member of staff in 2013.

He is hands-on across our work, and has led UX, discovery and strategy work for the RAF and NHS England among many others.

Before setting up Lagom, he held roles at Digital Eskimo, and as Head of User Experience at the UK Foreign Office.

Liam’s blog posts

Helen Taylor

Operations and delivery lead

Helen is our operations director. She has an integral role across all of our work, leading our approach to research operations and delivery, and is part of our leadership team.

She has a background in academia, with a PhD in scientific research. Before joining Lagom she held roles at the University of Sheffield and the University of Sydney.

Helen’s blog posts
Helen Taylor

Adam Spencer

Senior user researcher

Adam is one of our senior user researchers, and has particular expertise in immersive and qualitative methods, meeting and observing users in their own environments – in offices, schools, hospitals, and homes.

Adam has led research for many of our clients, including UKRI and Skills for Care, for whom he has delivered user research through discovery, alpha, beta and live phases. He has a Masters degree in User Experience Design.

Adam’s blog posts
Adam Spencer

Stephen Hale


Stephen is one of our strategists and is part of our leadership team. He has led discovery and strategy work with Department for Transport and Health Education England among others.

He is a respected public service digital leader, with many years experience doing digital work inside government. He was previously Head of Digital for the Department of Health.

Stephen’s blog posts
Stephen Hale

John Gribbin

Service designer

John is one of our service designers. He joined Lagom in 2019, and has led pieces of work for Health Education England, Department for Transport and Kirklees Council among others.

John has a background in academia, with a PhD in design-led innovation. Before joining Lagom, John was a Senior Research Associate at Northumbria University.

John’s blog posts

Charlotte Jais

Senior user researcher

Charlotte is one of our team of user researchers.

Charlotte has a background in health research, with a PhD in human factors and ergonomics, focused on the design of dementia care environments. Before joining Lagom, Charlotte was a research associate for Loughborough University.

Charlotte’s blog posts
Charlotte Jais - profile picture

Emma Davis

User researcher

Emma is one of our team of user researchers.

Emma has a background in local government, and has delivered quantitative and qualitative research with a wide range of users, from families with additional needs, to on-call firefighters.

Before joining Lagom, Emma was delivering digital service discovery and development work for Suffolk County Council.

Emma’s blog posts
Emma Davis

Victoria Garnett

Senior delivery manager

Victoria is our senior delivery manager. She has expertise in Agile project delivery, and leading teams to deliver high quality research projects that are user centred and empower our clients to make well informed decisions.

Before joining Lagom, Victoria worked as a Head of Delivery at Skills for Care. She has particular expertise in coaching and leading teams through Government Service Assessments.

Victoria’s blog posts

Hannah Fletcher-Poole

User researcher

Hannah is part of our team of user researchers.

She has a background in social research, with a PhD in sociological studies, exploring the link between the Brexit vote, neighbourhood change, and ideas of belonging.

Before joining Lagom, Hannah working in digital educational publishing.

Hannah’s blog posts
Hannah in profile


Crown Commercial Service Supplier

We’re on the Digital Marketplace Outcomes and Specialists 5 framework offering user research, discovery and UX services.

And we’re on G-Cloud 12 offering discovery and user research.

Environmental impact

Carbon footprint logo

Find out how we reducing our environmental impact and fighting climate change.