User research.

User research.

I have led many user research projects as a Fintech marketer, product manager and founder.

Are you:

  • An early stage fintech startup that needs help designing and executing on actionable user research and product testing?
  • A financial services firm that wants to practice co-design and inclusive design with a previously underserved group of customers?
  • Looking for help ensuring your product works for all customers, including those in so-called ‘vulnerable circumstances’?
  • A charity or think tank that wants to bring on board someone with deep fintech expertise and a network to supplement your project?

If so, I can help.

Since 2012 I’ve worked in several early stage fintech startups in marketing and product management roles.

I also founded my own fintech-for-good, using inclusive design principles to ship and test new products aimed at so-called ‘vulnerable customers’.

In 2021 I authored a guide to Inclusive Design published by Fair By Design and the Money Advice Trust.

“Bailey is an excellent facilitator, highly motivated, taking the lead where required, which she has the experience and gravitas to do.  Bailey is always well prepared and working with her was a pleasure.” – Dougie Robb, Smart Data Foundry
“Her work ethic is incredible and with her organisation, clear thought process and ability to multi-task it's no wonder that the results speak for themselves.” – Jenny McRobb, Funding Options

Project examples:

Open Banking for Financial Health


I worked with Impact on Urban Health and Comuzi design lab to test if using Open Banking services would improve the financial health of low income residents of Lambeth and Southwark.

Read the Open Banking for Financial Health report →


2018 – 2021

I founded a fintech-for-good, Toucan (later renamed Touco), that built and tested an Open Banking app for people with long term mental health conditions better manage their money with the support of their family and friends.

Funded by Nationwide and working with the Money and Mental Health Policy Institute and Northumbria University, I led and co-authored influential research.

Read: Let’s Talk About Money: How third party money alerts from Toucan affected people living with mental health conditions →

Read: "Pick Someone Who Can Kick Your Ass" - Moneywork in Financial Third Party Access →

Read: Financial Technologies in the Cycle of Poor Mental Health and Financial Hardship: Towards Financial Citizenship →

Inclusive Design Guide


I authored a guide to Inclusive Design for Fair By Design and the Money Advice Trust. The FCA chose to reference the guide in their official vulnerability guidance.

Read my 'Inclusive Design in Essential Services' guide →

Good Future Project


I spoke to 42 women in their 40s and 50s (and surveyed 370+ women) about how they’re planning for their financial future.

Read The Good Future Project report →

Funding Options + Open Banking


I was brought on board as a project manager to build, test and validate a proof-of-concept Open Banking onboarding process for businesses finding finance options online. The proof of concept was built as part of Nesta’s original Open Up Challenge.

Months later, Funding Options went on to win £5 million in grant funding from the RBS Capability and Innovation Fund, in part to ‘drive the wider adoption of Open Banking among UK SMEs’.

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