Hi, I’m Zoe Forster - aka Zofo.

I built my business around the same principles that guide user research—listening to and understanding people.

With 10 years of experience, I’ve partnered with businesses, global corporations, and government entities to help them understand their users and make informed business decisions.

As an independent consultant, I’ve partnered with clients across diverse industries, including tech, AI, and financial services. For larger initiatives, I assemble freelance teams to ensure we have the right expertise to meet your goals. My network includes specialists in quantitative research, UX design, and development.

As part of my consulting work, I’ve taken on Lead Strategy roles for startups, helping them define their product roadmap and target audience.

Why Zofo?

Why Zofo?

Achieve more, spend less

Skip the corporate layers and top-tier agency fees. I personally handle the heart of your project, providing a flexible approach that meets your exact needs.

True Partnership

I treat clients as partners, not just accounts. I work side by side with you every step of the way, building solutions together.

Real Results

My focus is rooted in impact. I go beyond gathering insights— I deliver strategies that achieve measurable outcomes. 

“What sets Zoe apart is her collaborative spirit. She works seamlessly across teams, bridging gaps between stakeholders, engineers, and fellow designers to ensure alignment and drive meaningful outcomes. Whether facilitating workshops, conducting user research, or presenting high-level strategies to leadership, Zoe’s communication skills shine through, making even the most complex ideas accessible and actionable.”

Head of Digital Ecosystem at Meta