Using psychology to design better products & services


What is usability testing?

Usability testing is a method of testing the functionality of a website, app, or other digital product by observing real users as they attempt to complete tasks on it. The users are usually observed by researchers working for a business. Mainly, usability testing is all about observing real people interacting with your product.

Why is usability testing important?

Usability testing is done by real-life users, who are likely to reveal issues that people familiar with a website can no longer identify. …



Foreo application paired with the masks and the UFO device


Problem statement

Over the last few months, our lives have changed, and we are all trying to find our new normal as we navigate through these difficult times. It became clear how important it is to support not only each other, but also the heart of our communities — our local businesses. By making conscious decisions to support local entrepreneurs, we are embracing our local economies and empowering our cities, our neighbours and ourselves to grow and thrive. In the age of global economic, political and social instability, buying locally matters, because it keeps wealth and jobs flowing within the community.


Gather meaningful insights, create better experiences

Cover article


“Empathy is at the heart of design. Without the understanding of what others see, feel, and…



The problem

The dissemination of information online is not a structured process. Facts and mistruths are circulated online…


Andra Cimpan

User Experience Engineer that creates digital products 👩‍💻 with knowledge and passion💖 https://andracimpan.com

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