The world is full of infuriating, difficult-to-use apps and sites that ignore the needs of real people. We exist to change this.

It’s hard being a superhero. Take The Hulk. The Hulk can lift 150 billion tons.* The Hulk can use his thunderclap to blast away enemies. The Hulk can heal himself in seconds. But! There are things the Hulk can’t do….

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These days, just about everyone says they do user experience (UX). Of course, there’s a problem with these abundant claims of UX expertise: Very few firms actually practice what they preach.

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