About Us

UX problems after a software update

Bad user experiences aren't funny. But we believe the best way to approach anything is with a little bit of humor.

Our team includes experienced professionals who have seen it all. We've helped hundreds of organizations tackle challenging user experience issues that often required tough business decisions.


Our Leadership

Heidi Trost

Heidi’s obsession with usability and the user experience began with her award-winning graduate research at Rochester Institute of Technology. Today, her passion is to help businesses measure and optimize the user experience while making the digital realm safe, usable, and accessible.

As a user experience researcher and designer, speaker, and usability expert, Heidi has helped startups and Fortune 500 companies develop digital product strategies to align customer needs with business goals.

Her personal passions? Family, horses, great design, how technology improves people’s lives.


We do a lot of thinking.