Spring GDS 25th Anniversary
A logistics company that ships to 190 countries built something to ship to itself.
Session recording captures a replayable view of how a real person used a product. It logs clicks, scrolls, cursor movement, and navigation, then reconstructs the session so you can watch what happened. Analytics tells you that people drop off on a certain step. A recording shows you why, by letting you see the rage clicks, the hesitation, the field someone filled three times before giving up.
It works by capturing events in the browser and rebuilding the page from them, rather than recording video, which keeps the data light and searchable. The difference from quantitative analytics is the kind of question it answers. Numbers tell you what is happening at scale. Recordings tell you the story behind a specific behaviour. A checkout that loses users at the payment step might reveal, on replay, a button that looks disabled but is not, or a validation error that scrolls off screen. That is something a funnel chart will never surface on its own.
Because recordings can capture real user input, privacy matters. Responsible setups mask sensitive fields like passwords and payment details, and they respect consent. The point is to understand behaviour, not to surveil individuals, and the implementation should reflect that.
When numbers tell us something is wrong but not why, we watch real sessions to find the friction. Session recording feeds directly into user testing and optimisation, turning a vague drop-off into a specific, fixable problem. We pair it with the quantitative side, so the recordings explain the data instead of replacing it.
We set it up with privacy built in, masking sensitive fields and honouring consent, because compliant data handling and useful UX research are not in conflict. This connects to our UX research and behavioural insights work, where understanding how people actually behave shapes what we change next. We have used this on products with real traffic for brands that needed answers fast, and watching the session usually gets there quicker than guessing.
Losing users and not sure where? Let's watch what's really happening.
A logistics company that ships to 190 countries built something to ship to itself.
Turning a brand into a working business.
Half a million people. One app. Zero chaos.















