DISCOVER YOUR POSITION IN THE UX PYRAMID
We evaluate and revise your product's current user experience, identifying strengths and areas for improvement.
This diagnostic process reveals where you are and provides a clear roadmap to elevate your product, ensuring it delights users and fosters long-term loyalty.
Most businesses would say they are on the Usable/Convenient step, but from our experience, many of them are actually between Functional or Reliable.
Still today 88% of users are less likely to return to a website after a poor user experience.
We want to change that.
Where is your product or service today?
Diagnosis
We carry out a thorough audit and pinpoint moments of dissatisfaction in your customer journeys
Optimisation
We apply objective psychological principles across your journeys that will eliminate high effort and will ensure engagement
Delight
We exceed customers' expectations by transforming lost opportunities into peak experiences that leave a lasting impression.
Hi there!
I'm Anak, founder of I Life You. For two decades, I've seen the good, the bad, and the frustrating in user-centered design. And believe me we are still so far behind when it comes to offering decent product experiences.
Sure, usability is a given, but we aim for delight. We're convinced that creating products that actually mean something to your customers is the secret sauce for long-term business success.
Want to build relationships that drive business growth?
Keep reading.
Hello!
I'm Anak, founder of I Life You. With twenty years in user-centered design, I've witnessed first-hand how crucial a superior user experience is to online success.
My mission: Let's make tech not just work, but work well and mean something to people.
The secret ingredient to make your business thrive is by not meeting but exceeding your customers` expectations. Standard user experiences are no longer enough to foster long-term relationship with your customer, but... it needs to work well first. That's why we are here, to make sure the foundations are well established and to give a clear roadmap to how to move up to the very top of the UX pyramid.
This is going to be your differentiator in the market.
But many fall short
Great products respect
people's time and attention
In today's competitive landscape, simply having a usable product is no longer enough. Many users struggle to connect with products on a functional, usable and emotional level, leading to disengagement and missed opportunities. Aiming to offer a real meaningful product or service to your audience is what we call Humanising product journeys.
But before heading towards a meaningful product, we need to know where your product is and nail down the basic usability issues.
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Invest in optimizing your product journeys
Your product´s user experience is your business most precious asset.
You are ready to have a mindset shift
(and your organisation)
You want to deliver meaningful experiences not push products and features at any cost.
Create trust & tap into the emotional connection
Humanising your product journeys will lead you to long lasting relationships with your customer.
✓ Accessible (to everyone)
✓ Humane (because you care for your users´ time and attention)
✓ Ethical (because you like to do the right thing)
✓ Based on objective psychological principals (because it is science-based & drive results)
✓ Meaningful (because it solves a deep human pain)
To gain the trust of your users, your product must be..
HUMANISING YOUR PRODUCT MEANS...
≈
Invest in optimizing your product journeys
Your product´s user experience is your business most precious asset.
+
You are ready to have a mindset shift
(and your organisation)
You want to deliver meaningful experiences not push products and features at any cost.
»
Create trust & tap into the emotional connection
Humanising your product journeys will lead you to long lasting relationships with your customer.
Why Humanising Matters
Meaningful Experience
Differentiation:
Stand out from competitors with experiences that matter and genuinely caring for your customers.
Long-lasting Customer Relationships:
Build loyalty and drive conversions that last.
Thriving Business:
Exceed customer expectations and watch your business soar.
Meaningful Experience Differentiation:
Stand out from competitors with experiences that matter and genuinely caring for your customers.
Meaningful Experience Differentiation:
Stand out from competitors with experiences that matter and genuinely caring for your customers.
ONCE THAT'S DONE...
It's time to get from Usable to Meaningful
Your new currency is built on creating trust, aligning with your customers' intent and personal values, and delivering personalised experiences and delight.
Why Humanising Matters
Humanising your customer journeys is a win-win for you, your customers and the general human wellbeing.
Trust us, with our UX/CX certification, we don't just follow best practices—we set them.
Long-lasting Customer Relationships:
Build loyalty and drive conversions that last.
Thriving Business:
Exceed customer expectations and watch your business soar.
Meaningful Experience Differentiation:
Stand out from competitors with experiences that matter and genuinely caring for your customers.
We provide practical recommendations and work along with you and your team to implement them.
HOW WE OFFER IT..
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One-off Advice
2hr
Seeking one-off advice to get some direction, make strategic decisions, and avoid pitfalls?
Join me for a focused 2+hour session where we'll align your vision with a cohesive user experience strategy.
Let's work together to refine your approach and set your product on the right path.
Ongoing Advice
Monthly
With our monthly consultancy, you can trust us to:
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Challenge you to think beyond the features and benefits of your product.
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Help you exceed your customers' expectations by creating lasting experiences that set you apart.
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Ensure your product boasts accessibility, ethical and human-centered quality stamp.
Ongoing Advice + Visual recommendations
Monthly
Let us thoroughly review your most important user journeys and propose changes that will drive meaningful experiences.
We deep dive into your journeys and work hand in hand with your design team (if you have one).
Consider us your UX stamp of approval.
One-off Advice
2hr
Seeking one-off advice to get some direction, make strategic decisions, and avoid pitfalls?
Join me for a focused 2+hour session where we'll align your vision with a cohesive user experience strategy.
Let's work together to refine your approach and set your product on the right path.
✼
Ongoing Advice
Monthly
With our monthly consultancy, you can trust us to:
-
Challenge you to think beyond the features and benefits of your product.
-
Help you exceed your customers' expectations by creating lasting experiences that set you apart.
-
Ensure your product boasts accessibility, ethical and human-centered quality stamp.
✺
❊
Ongoing Advice + Visual recommendations
Monthly
Let us thoroughly review your most important user journeys and propose changes that will drive meaningful experiences.
We deep dive into your journeys and work hand in hand with your design team (if you have one).
Consider us your UX stamp of approval.
BENEFITS
Consider us your unbiased advisors, offering a second opinion and objective insights to enhance your product
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Stay clear groupthink and individual bias pitfalls
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Streamline your teams' efforts by obtaining an objective final review of your journeys
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Ensure a cohesive and unified outcome
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Expect a considerable growth in your revenue
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End up with a clear and actionable roadmap to enhance your customers experience
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Your product will rise to become truly meaningful and ethical
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You and your team will be able to focus on innovating & scaling
I’ve had the pleasure of working with Anak for over 2 years at Natwest. She was instrumental in a number of long term strategic workstreams that have supported our maturity drive and commitment to deliver rich customer experiences. Her methodical approach to design thinking and to the practice of UX has inspired and motivated design teams and key stakeholders across the organisation. I’d highly recommend Anak as a key design partner in any team"
Christopher Minnet - Head of HCD Natwest
Played a pivotal role in streamlining our user journeys, skillfully pinpointing areas for enhanced engagement. Their insights propelled us to new milestones, revolutionizing Saisho's user experience. Her knack for delivering value at the opportune moment is truly remarkable.
Carlos Suarez - Founder Saisho
Working with Anak was a pleasure. She minimized user friction, identified blockers, and optimized the Lullaai user experience. Her talent lies in offering value at the right moment, maximizing user engagement, and delivering remarkable results, making us Apple App of the Day in 10 countries.
We anticipate future collaborations with Anak. Her contributions were pivotal in achieving our goals and ensuring an exceptional user experience."
Ignacio Valledor - Lulla Care CEO
TESTIMONIALS
What our clients are saying
I’ve had the pleasure of working with Anak for over 2 years at Natwest. She was instrumental in a number of long term strategic workstreams that have supported our maturity drive and commitment to deliver rich customer experiences. Her methodical approach to design thinking and to the practice of UX has inspired and motivated design teams and key stakeholders across the organisation. I’d highly recommend Anak as a key design partner in any team"
Christopher Minnet - Head of HCD Natwest
Played a pivotal role in streamlining our user journeys, skillfully pinpointing areas for enhanced engagement. Their insights propelled us to new milestones, revolutionizing Saisho's user experience. Her knack for delivering value at the opportune moment is truly remarkable.
Carlos Suarez - Founder Saisho
Working with Anak was a pleasure. She minimized user friction, identified blockers, and optimized the Lullaai user experience. Her talent lies in offering value at the right moment, maximizing user engagement, and delivering remarkable results, making us Apple App of the Day in 10 countries.
We anticipate future collaborations with Anak. Her contributions were pivotal in achieving our goals and ensuring an exceptional user experience."
Ignacio Valledor - Lulla Care CEO
TESTIMONIALS
What our clients are saying
WE STRONGLY BELEIVE..
creating digital well-being for your customers will bring you long term success
The future belongs to companies that prioritise human connection. We help businesses design and deliver experiences that go beyond functionality, sparking user delight and fierce brand loyalty in a competitive marketplace.
Make technology work for people
Not people work for technology
Be ethical
We don´t believe businesses can thrive at the expense of people´s vulnerability
OUR VALUES SUPPORT OUR VISION
Digital wellbeing is the umbrella under which we communicate our values:
Not people to services
BRING SERVICES TO PEOPLE
PROVIDE
VALUE ALWAYS
The choices we make for your business will always be based on providing value to people.
Make technology work for people
Not people work for technology
Be ethical
We don´t believe businesses can thrive at the expense of people´s vulnerability
OUR VALUES SUPPORT OUR VISION
Digital wellbeing is the umbrella under which we communicate our values:
Not people to services
BRING SERVICES TO PEOPLE
PROVIDE
VALUE ALWAYS
The choices we make for your business will always be based on providing value to people.
We have seen all kind of situations inside organisations where a product or a service is jeopardized by...
- Teams that are too junior and they may be good designers but don´t have the resources to defend a good design in front of stakeholder.
- Groupthink loops and toxic dynamics with stakeholders where the last decision was made by the best paid person in the room.
- UX teams that don´t have enough knowledge on psychological principals to back up their decisions
And many more. We offer an alternative, a second opinion, a fresh objective glance at your product backed up by a very experienced team
It goes beyond aesthetics and usability.
And more about having a significant and positive impact on your customers' lives (it solves a fundamental deep pain point in their lives)
Meaningful products strive to resonate with users on a personal level, often by:
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Purpose : it addresses real problems, provides value, or serves a greater cause
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User-Centered: It prioritizes the user's well-being and values and improves their quality of life.
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Emotional Connection: Creates a sense of fulfillment, satisfaction, or happiness.
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Empowerment: Empowers users by providing them with tools, knowledge, or experiences that improve their lives or enables them to achieve their goals
If your product successfully addresses any of these levels for your customers, you are headed in the right direction. If it falls short, it may be a good time to consider how you can incorporate these fundamental pillars into your top priorities.
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Humanizing your user journeys means optimizing the interactions and experiences that users have with your product or service in a way that aligns with their fundamental human needs, values, and emotions.
It involves acknowledging and addressing the human aspect of user experiences rather than treating users as mere data points or statistics. This approach focuses on making the user journey more relatable, empathetic, and personal.
We use dozens of UX psychological principals to do this which allow us to anticipate users doubts and fears and connect with the user on an emotional level.
Delighting your customers is the best long-term strategy for your business. The trick is finding the right time and place to delight them!
In product psychology and user experience design, cognitive biases are psychological tendencies and mental shortcuts that influence how users perceive, interact with, and make decisions about your product or service.
Understanding cognitive biases in this context helps designers and product developers create user experiences that align with users' natural cognitive processes, resulting in more effective and user-friendly products.
They are tactics to get users understand what the product is offering, what they kind do and how they can do it.
There are different reasons...
Perhaps you're a lead product designer seeking to break away from stagnant dynamics. Alternatively, you could be a CEO aiming to globalize your business and shift towards a human-centered culture. As a product manager, you might be frustrated with the siloed nature of marketing, sales, and product teams, seeking to change the work dynamics. Or maybe you're a product designer who has lost stakeholder trust and needs an external expert to review critical design decisions. Or you could be anybody who has an intuition that things can be done differently, more efficiently, with a stronger impact on the users and therefore the business.
We've witnessed digital teams often lose sight of delivering genuine value to their customers' lives, often due to internal politics, prioritizing business goals over user value, and unmotivated design and development teams facing tight deadlines.
Design teams may struggle to justify their decisions, leading to a loss of trust from their superiors. Regardless of your situation, we offer KIT-KAT – a break, a second pair of eyes to examine existing journeys and enhance business value not through product-led prioritization, but user-led outcomes.
You may still be wondering...
FAQs
Want to keep your business thriving and create products people love? I share healthy tips and explore Human-Centered Design on LinkedIn.
Come join the conversation!
Contact
Make your product shine
If the content within this space aligns with your vision for the future direction of your product and service, and you're eager to elevate your product to the next level within the UX pyramid, then it's the right moment to initiate a discussion.
PRODUCT DIAGNOSIS
WHAT WE OFFER
OPTIMISE YOUR PRODUCT JOURNEYS WITH OUR TRUSTED SECOND OPINION
WHAT WE OFFER
PRODUCT DIAGNOSIS
OPTIMISE YOUR SERVICE WITH OUR TRUSTED SECOND OPINION
STEP 1
Conducting Heuristic Analysis
We meticulously analyse every aspect of your product or service against established usability principles to identify hidden issues that may affect user experience. Our analysis includes visual consistency, interaction design, usability issues, navigation flow, and accessibility.
Outcome: Uncover critical areas for improvement to enhance overall usability.
We identify the lost opportunities in your most important customer journeys using a specific Framework. And pinpoint Peak points in your product journeys where you can exceed customer expectations.
Outcome: Reveal potential enhancements that can drive user interaction and satisfaction.
STEP 2
Identifying gaps in your Product Journeys
STEP 3
Recommending actioanble roadmap
We suggest actionable design changes that include applying user experience and behavioural psychology principles that will make your customers trust your product and therefore step-up the UX pyramid.
Outcome: Actionable roadmap to achieve each of the steps in the UX pyramid.
NOTE: Knowledge transfer about your users' motivations, needs and pain points as well as data analysis gathered will be benefitial to obtain a more in-depth report on the user experience of your product.
IF YOUR PRODUCT IS around HERE today...
