Uncovering real user needs to shape brands, services, and products that drive growth.
Artefact is a solo consultancy led by Ema Gerovac, collaborating with experts to deliver impactful user research, strategy, and customer experience. The goal is to help brands, companies and startups to understand users deeply—combining qualitative and quantitative insights to drive real results.
Understanding users beyond data and statistics.
Your customers are more than just numbers—data alone can't capture the full picture. True understanding comes from listening, observing, and engaging with people directly. That’s why we combine insights from psychology, design thinking, anthropology, sociology, and business to go beyond surface-level answers. By blending qualitative and quantitative research, we uncover the deeper needs behind customer decisions. This approach turns complex insights into real, actionable strategies—not just reports.
Clients
User research & market insights
User Interviews
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Ethnographic research
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A/B testing
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Validation testing
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User Interviews . Ethnographic research . A/B testing . Validation testing .
Identify needs of your users and understand wider context to stay relevant now and in the future.
/ Usability testing for Volotea
/ Ethnographic research for 5 years innovation project for Corona
/ User research for 5 years innovation project for HP
/ Ethnographic research and focus groups for Fortune500 Pharma company
/ User research and persona creation for Irish Tourism Board
Service & Product Creation
Product Strategy
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Service Design
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Market research
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Product Discovery
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Product Strategy . Service Design . Market research . Product Discovery .
Develop and launch new products and services based on data from user research and data statistics.
/ Strategy and creative direction for Lauba Bistro
/ Product and brand strategy for German driving app
/ Product strategy and user research for German pet app
/ Product strategy and user insights for The Times
/ Venture building for adASTRA by Strabag
/ Experience strategy for Via Riyadh
Brand strategy & experience
Creative Direction
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Naming
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Storytelling
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Brand Experience
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Brand strategy
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Creative Direction . Naming . Storytelling . Brand Experience . Brand strategy .
Enhance and iterate your brand through naming, storytelling, and new brand experiences.
/ Event experience for Beefeater Gin
/ Brand story for Fucina Restaurant
/ Brand strategy and naming for Hedonistrian Property
/ Creative Direction for Umomoku furniture collection with 3LHD
/ Storytelling for Kupari Hotel Resort with 3LHD Architects
Ways of working with Artefact.
You can choose the best fitting type of collaboration.
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Managing projects with defined start and end dates.
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Providing tailored support based on your needs.
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Designing tailored workshops to meet your business and stakeholder needs.
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Providing mentorship through startup incubator and accelerator programs.
A Year of Thoughts
12 months, 12 articles on research, strategy, user behaviour, design and business.
Contact
My name is Ema Gerovac, and I have decided to start Artefact to create a place for great user research and experience strategy. With over a decade of experience in this field, I'm genuinely passionate about understanding users and their needs to create top-notch products and services.
My background in design fuels my creativity, especially during brainstorming sessions, while my experience in leading teams and sales helps me navigate the business side of things with ease. I enjoy connecting the dots and approaching problem-solving from fresh, unconventional perspectives.
I also love mentoring in startup incubators, where I can inspire young innovators and see the impact of my guidance unfold quickly.
In my free time I love to cook and travel around the world to explore more food.
Working globally with headquarters in London and Zagreb.
Zagreb, Croatia
Ribnjak
+385976128582
London, UK
London Fields
+447762515815