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

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Developers often fail to make first rate user interfaces. Creating exceptional digital products is not easy. Most development-centered firms focus on technical concerns to the exclusion of usability. As a result, their sites, apps, and software are confusing and difficult…

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When used correctly, user personas, which visually communicate data about a group of users through single representative person, can be a powerful tool in the creation of digital products. They can light the correct path forward for your website, application,…

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Most websites, apps, and software are hard to use. They’re totally maddening. Why is that? A Valentine’s Day lesson I once learned sheds remarkable light on this. Really. When I was a young man, intensely focused on courting the beautiful…

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Most user research guides will tell you to create user personas, brief descriptions of user groups personified by one representing person. Great idea! Personas can be a strong piece of foundational user research. But we’ve read the advice readily and…

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