Our Latest Insights

How we think and what we’re working on.

The Perpetual Validation Loop
The Perpetual Validation Loop
Sep 30, 2019 // 3 min read

You’re going to loop back and forth between prototyping and testing, so what happens when it feels like you’re not getting any traction? This will probably happen. Don’t panic. When you’re stuck in a perpetual loop, it’s usually because you’re not…

Do you *really* understand your User Journey?
Do you *really* understand your User Journey?
Aug 23, 2019 // 2 min read

A User Journey is basically what it sounds like: the journey a user goes on when trying to accomplish a task. For example, you might think it’s pretty easy to open your phone and post something on social media. True, but when we break down all the…

Don't Build a MVP!
Don't Build a MVP!
Aug 16, 2019 // 5 min read

A popular term in the startup world is MVP, or Minimum Viable Product. An MVP is the simplest version of your product that’s capable of demonstrating the value you have to offer the customer.

The Importance of a Great Design Process
The Importance of a Great Design Process
Aug 9, 2019 // 2 min read

Ever notice a recurring theme in your life? I've had several conversations about process with people over the last few weeks. So many conversations, in fact, that I thought it was worth writing about here.

The Solution Is Your Destination
The Solution Is Your Destination
Aug 2, 2019 // 2 min read

It’s easy to fly from New York to London as a passenger. You get on the plane, listen to the announcements, order a drink, watch a couple movies, and then land in London. It’s all very uneventful.

The Difference Between UI and UX
The Difference Between UI and UX
Mar 29, 2019 // 2 min read

We're talking about this again? Okay. It's simple.

The Biggest Design Problem on the Internet
The Biggest Design Problem on the Internet
Mar 8, 2019 // 2 min read

Authentication. Or in everyday terms, usernames and passwords. We all have too many, and managing them is a major pain. That pain is exponential for companies who have to manage credentials for their employees. I've seen corporate IT managers pull…

Solid vs. Outline Icons: Which Are Faster to Recognize?
Solid vs. Outline Icons: Which Are Faster to Recognize?
Mar 1, 2019 // 1 min read

No doubt you've seen lots of icons while using your favorite websites and apps. Have you ever thought about which icons are easier to recognize? Icons are one of those little details that can make or break the experience of using an app. They need…

User Experience Design in a Virtual World
User Experience Design in a Virtual World
Mar 1, 2019 // 2 min read

Fortnite and Apex Legends are no doubt juggernauts in the game world. The difference many in the game community are calling out between these two game ecosystems is fascinating. 

Empathy Maps: The Business of Putting Users First
Empathy Maps: The Business of Putting Users First
Aug 15, 2017 // 5 min read

Working in UX, we take empathy for granted. To us, it may feel like an overused buzzword, but we don’t realize that the majority of the business world hasn’t heard “empathy” within the context of a professional organization before.