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There are many ways that your website can work wonderfully and of course the converse is very true. There are lots of (simple) ways a website isn’t working as well or as hard as it can. Your website navigation is crucial to creating a brilliant user experience (UX). As well…


Qualitative user research is just as important a part of rounding out your user research as quantitative. But unlike quantitative research, the data insights can only be as good as the note-taking. This can mean that the way you do your note-taking may have a huge impact on the insights…


In today’s world, a website is never done. Just like your business, it needs to be dynamic and ever evolving. It can be helpful to think of your website as your shop front — your one chance to grab your users attention, and to keep it.

A website in 2021


On the fence about card sorting and why you should be using it to improve your user experience? Let’s take a look at why you should take advantage of this powerful user research method.

Simply put, card sorting can help you discover how your users think your content should be…


Time really does fly when you’re having fun. Rewind to November of last year (2020) and we’d just launched the first issue of our UX magazine, CRUX. If you haven’t read that inaugural edition, you can still find it right here. It’s digital, so there’s little chance of it disappearing…


UI and UX are two terms that are often used interchangeably and confused for one another, but what do they actually mean? And is there a crossover between them?

These two terms have only grown in use in recent years, thanks largely to the exploding technology sector. This is great…


As humans, we have a unique talent. Our brains are designed to identify patterns and fill in blanks. That’s why we see shapes in clouds, faces in the tea leaves at the bottom of our mugs and patterns in rock formations.

This ability to create a whole that’s more than…


When faced with market research, it can be overwhelming as you try to figure out which path to take. There are methods that work better for smaller businesses or certain industries. There are methods that are better financially or more efficient depending on the city your company is centered in…


The Age of the Customer is well and truly here. In every industry and vertical across the globe, UX professionals now dictate the terms, placing customers at the heart of every design decision. …


In September of 2020, Netflix released a new documentary called The Social Dilemma. For many viewers, much of the information likely came as a surprise. Could social media and technology really be behind some of the biggest societal changes and rifts in the past decade?

For UX designers and UXers…

Optimal Workshop

We build tools for measuring usability. Transform insights into action, and make decisions with confidence with our powerful user research platform 🚀

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