Focus — HCI / UX
We notice things
you didn't.
Eye tracking, heart rate, recorded sessions — every interface we ship starts with watching a real person use it, not a guess about what they'll click.
Research, not guesses
Every design decision has to survive contact with a real person.
Usability studies
We hand someone a task, not a script, and watch where they actually get stuck — not where the spec assumed they would.
Interviews
Fifteen honest minutes with a real user beats a week of internal debate about what they probably think.
Iteration
A design isn't done at handoff. It's done after it's been watched, broken, and fixed at least once.
UX research has been a standing focus here since at least 2019, when we first hired specifically for a UX Designer role — not a function bolted on for this page.
The observation room
The gear behind "we noticed."
Eye tracker
Where attention actually lands, not where you assumed it would.
Heart-rate monitor
Frustration shows up in a pulse before it shows up in a survey answer.
Webcam sessions
Recorded, timestamped, and watched back — the reaction matters as much as the click.
Figma
Where the studies turn into an actual interface.
Maze
Unmoderated testing at a scale a single researcher can't cover alone.
From data to design
Every screen goes through the same four questions.
Not a formality — a real loop. A design that skips validation is just a guess with better typography.
Observe
Real sessions, unscripted tasks
Analyze
Heatmaps, transcripts, patterns across sessions
Design
Wireframe to a clickable prototype in Figma
Validate
Test the fix — don't just ship it and hope
The whole pitch
We design from what people do, not what we assume they'll do.
Every screen we ship has already been watched, timed, and argued about in a review — before it ever reaches someone who wasn't in the room when we designed it.