Introducing Natural Interaction

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 and Lean UX.

Our approach to UX differs from our competitors. We’re not traditional and we have strong opinions. We’re flexible but only do stuff that adds value.

Think of us as an extension of your team, working alongside you on everything from initial pitch to user research and project delivery. As a, it’ll be the same faces the whole way through, so no excuses for forgetting our names.

Our guiding principles

Involve users at every stage


Evidence beats assumptions

People over technology

Fail fast,
succeed faster

Be a partner
not a supplier

Adam Babajee-Pycroft

Managing Director (UX)

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 npower.

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.

David Parry

Senior Product Designer

Dave joined our team in late 2018 bringing with him an eye for detail and a methodical approach to design - perfect for software and complex products. His broad experience spans many different media, platforms and audiences.

He has a Masters in photography and started his career in marketing before moving to the dark side (design). Fortunately for us, he’s never looked back.

In his spare time he cycles, does yoga and loves to travel, having lived and worked in both Seoul, South Korea and Melbourne, Australia.

Elena Panarese

Product Designer

The newest member of our team, Elena joined us in spring 2019 from a local design agency.

She has both BA and Masters degrees in Communication Design from Politecnico di Milano in her home country of Italy and also studied advertising design at University of South Wales.

Her interest in how technology and design interact make her an excellent UX focused designer.  She also has experience of working on complex user journey and mapping design for varied clients.

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.

David Crossland

UX Project 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 to helping deliver user research and interaction design projects for National Trust, Picture House, CWE and Cytoplan. He's organised, surrounded by spreadsheets and has the ability to zoom out and see every angle of a project from one broad point of view.

He works best whilst listening to music and can often be found in the corner of the office with his headphones on.

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Bristol not London

A photo of Clifton Suspension Bridge in Bristol
The coolest city in Europe, the 8th fastest growing city in the UK, best for equality, best for starting a business and now crowned the UK’s smartest city; we love Bristol and are proud to call it our home.

Our office is slap bang in the middle of the city centre and in close proximity to Temple Meads train station meaning we can easily reach Birmingham, Cardiff, Exeter and London within a few hours.

There is also a great UX scene community here, bouncing ideas off one another and embracing user experience from every angle. Meetups take place regularly, including our own, UCD Bristol, which we co-organise with other local research-led businesses and there is an annual UX Conference held each July too.
Adam Babajee-Pycroft


If you're considering starting a UX project, speak to Adam on 0117 205 0605 or

Contact us