Observe, Measure, Improve


We believe the best way to learn about your customers is to observe them using your digital product in the real world or in a setting that mimics real-world behavior.

The best way to create digital products with great customer experiences is to learn and react quickly during a cyclical process where your team observes, measures, and improves.

When you’re building digital products that incorporate emerging technologies—whether you’re a Fortune 500 company or a startup—your team often makes assumptions as to how end users will use the product. You’re building the plane as you fly it. And that’s ok, as long as you are constantly learning and improving.

That’s why all of our projects, regardless of the specific deliverables, follow the same cyclical process: observe, measure, improve, repeat.


Step 1: Observe

Each cycle is designed to help your team get the insights they need to improve the product. We help you develop research questions, a research plan, and define user experience metrics that tell us if we’re making progress towards our product goals. Then we observe actual or representative customers use your product, prototype, or competitors’ product. By involving users, we get actionable insights based on how people actually think about and use your product—not guessing. 

Step 2: Measure

What we measure is specific to your product and the research questions. We avoid vanity metrics and instead focus on metrics that provide meaningful information about how to improve the user experience of your product.

Step 3: Improve

The goal of this phase is to either answer your research questions and make decisions on how to move forward or use our findings to inform the next cycle.


For this process to be successful, it must be repeated. Digital products are never “done” and your product the emerging technology ecosystem are constantly evolving.


The L.I.V.E. Digital Method is the framework behind our process.

LIVE Digital Method

It is the lens through which we evaluate digital products and it was created in response to today’s rapidly changing technologies.


For the best results, get your entire team involved.

Need your technology-driven team to embrace an iterative process where you’re constantly learning how you can improve your digital product? Our in-house workshops teach your team our process and methodology because their buy-in means better results.