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Digital content and UX design solutions and services Supporting cognition and learning to create positive experiences

Universal Experience (UXD)

Our users' experience of our enterprise from discovery to task completion, and our invitation for them to return.

User Experience (UX)

The who, what, when, where, and how to meet our users’ environmental, physiological, and psychological needs.

User Interface (UI)

Non-visual and visual strategies that deliver the universal and user experience to our consumers using their devices.


My name is . My tailored universal, user experience (UX) and user interface (UI) work is available to your agile web, platform, eLearning, or app design teams.

I work from my design studio, or when commuting to your sites in Ireland and the UK.

All client locations are considered.

About Me ❯ My Profile ❯



Pat was responsible for meeting with stakeholders and team members … to ensure that these new features were as user-friendly as possible.

…Pat developed simple (and sometimes very complex using Axure) wireframes that helped the teams work out functionality and process in order to drive a useable interface. He then worked with design architects to design the actual interfaces.

…Pat's knowledge of html and code allowed us to move away from some very clunky, page level coding…he just figured it out himself and insisted that our contract developers implement it.

Barb McDonald
Senior Learning Architect, Houghton Mifflin Harcourt, May 2018


...'User Experience Designer' is becoming one of the most abused titles in the tech industry, full of fancy User Interface (aka, graphic) guys who’ve added wireframes to their portfolios and claim to be UX experts. Sounds harsh? Perhaps...

A light-hearted article by Emil Lamprecht, 7 Signs This Person Isn't Actually a UX Designer

Display devices include desktop monitors, laptops, tablets, phones, and even watches
dieUX cartoon strip by Pat Godfrey - What does the new UX designer do? Does it make the coffee?


I collaborate with our users, stake-holders, product owners, and agile design teams toward an improved Universal and User experience.

Together, we will create content, business and "user flows", sketches, wireframes, and interactive prototypes to illustrate, agree, and to test designs using an efficient 100% UX design workflow.

Design meets science. Our designs will draw from and grow on evidence (research), analysis, best practice, and through consultation with your enterprise leaders, clients, and wherever possible our service users.

About Me ❯ My Profile ❯

Key benefits

  • Design usable, accessible, fluid-responsive, 'mobile-first', and safe digital environments and services
  • Signpost intuitive pathways through processes, transactions, and learning
  • Orient your digital space, products, and services to the way your customers think, learn, and act
  • Promote engagement with your content
  • Organise content semantically using information architectures to inform, engage, and enthuse
  • Ensure effective and people-first interaction from analysis to evaluation
  • Reduce cognitive overload and motor effort; make space for decision making and creating a 'sticky' environment in which to complete transactions.
  • Foster a relationship between you and your customer
  • Aim to reduce Customer Service calls and enable customers to self-serve their support needs

Build customer loyalty with an excellent Universal Experience of your enterprise.

Email Me Call Me

Design touch-points

Graphic design is just one element of many that go toward creating a great Universal or User Experience.

Are we selling the UX short with the 50% UI role with an over-emphasis on art direction?

Pat Godfrey's 100% UX and UI work includes understanding the following within a 100% UX Design Workflow:

Universal Experience Design

Offer your customers the best universal experience of your brand, values, and services.

  • Enterprise Mission
  • Brand Values
  • Business Strategy and Ethics
  • Geography and Culture
  • Tone and Voice
  • Service Design
  • Social Integration
  • Search Engine Optimisation Strategies

User Experience Design

Communicate with and present information for your customers' understanding and action.

  • User Research
  • User and Task Analysis
  • Personas / Experience Mapping
  • Information Architecture
  • Content and Writing
  • User Flows and Orientation
  • Performance support
  • Wireframes

User Interface Design

Facilitate an accessible, usable, learnable and useful conversation with your customers.

  • Accessibility
  • Usability
  • Design Systems and Patterns
  • User Flows
  • User Tasks and Journeys
  • Interaction Design
  • Prototypes
  • Informing Art Direction

What is effective design?

What's in it for you, me, others, and our users?
cartoon of five people asking what is in it for me and with a sixth person asking, when is lunch?

Start with your business and your user

Design for the content

Set meaningful tasks

Communicate a Universal Experience

Engage with your customers

Close The Accordions

Design inclusive experiences

One inclusive design. One product usable across devices.

50% UX and 50% UI is average.
Get 100% UX!

A tablet device showing an accessible and usable fluid-responsive design

Experience learning too

Explore what UX, UI, usability, accessibility, learnability, and usefulness are:

How does Universal Design improve our User Experience?

Why is a great User Experience essential?

What is user-centric design?

Where does User Interface design fit into our User Experience design?

Why is inclusive and universal design so important?

What makes digital strategies and products work?

Why Experience Learning Too?

Close The Accordions

Beware UI design masquerading as UX design
cartoon of a ui designer crossing the 'i' in UI to read UX

UX and UI articles

Discover what I do and how I think from my articles. They form a part of my Portfolio and play a strong role in my continuing professional development (CPD).

Topics include universal and user experience, interaction design, writing for the web, and service design.

My Articles ❯


Ben Colborn"Pat is a passionate advocate for accessibility in product design and for learning within an organization. He is familiar with WCAG and can recommend specific actions to meet the guidelines within a specific situation. I personally (as well as DocuSign customers) benefited from his expertise in this area…so that it worked better with screen readers. In addition, Pat prepared documentation and training materials to be used to roll out a new process to multiple teams; this he did with very little oversight from me. Pat clearly sees opportunities for product improvement and works to make them a reality."

Ben Colborn
Leader in technical content development, information architecture, and publishing automation

Triad resourcing"Pat is a well-educated, hardworking and innovative person, who has been re-assigned by our client for 5-years. He has performed a variety of roles, including Learning Designer, Lead Designer, User Experience Consultant and Interaction Designer, specialising in the UX and IxD of platforms for multiple Agile teams. He has a passion for Learning, he is self-motivated and I would not hesitate to recommend him to anyone who is looking to utilise his skillset in the foreseeable future."

Andy Scott
Business Development Consultant, Triad Resourcing

Tom Holt"Pat possesses the key traits of a great design lead: a team player who listens and is an active practitioner. I have worked with Pat intermittently over the years and never failed to learn something. I was impressed with his enthusiasm to overcome challenges with a smile, and to go the extra mile to delight the BAs and Product Owner. I hope we cross paths again."

Tom Holt
Business Analyst, Houghton Mifflin Harcourt

Tamara Friedman"Pat brought creative UX design to our help landing pages, coordinated and implemented Google Analytics across multiple projects (divided among 5 Tech Writers), performed every task and responded to every request with thoroughness and follow-up, and, in general, brought freshness and humor to our team discussions that I will truly miss. He was a pleasure to work with!"

Tamara Friedman
Technical Writer, Houghton Mifflin Harcourt

Jim Cveykus"So impressed with your work Pat. I wish you were on the UX team as your ideas come so natural. With...UX there is a lot of back and forth and opinion differences that we often agree to disagree. But every project I have worked with you on, it’s been makes my job so much easier and I believe the customer experience is top notch. Thank you!"

Jim Cveykus
Program Manager, Houghton Mifflin Harcourt

Kaleem Bhatti"Pat follows a fluent methodology when investigating and designing, synthesising information well and conceptualizing solutions in a usable and often visual way. He... writes succinctly and clearly, has excellent diplomacy and people skills and demonstrates the ability to discern business development opportunities."

Kaleem Bhatti
Senior eLearning Developer, Service Now

Mark Kobylanski"I worked alongside Pat for a year and in this time he showed himself to be diligent, intelligent and determined. He has a creative mind and a strong academic learning design background that he brings to bear with an infectious enthusiasm."

Mark Kobylanski
UX Consultant

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