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Detecting the peaks and the pitfalls of your product journeys and applying Psychological Principals for higher user engagement.


Identifying the gaps in your most important customer journeys using B.I.A.S Framework.


Providing practical recommendations and working with you and your team to implement them.


We tell you  how and where to focus the minimum amount of resourses to improve your journeys by...

We can help you spot your customers' moments of dissatisfaction and turning them into Peak moments.

This will make you differentiate yourself from your competitors

  • Stay clear groupthink and individual bias pitfalls

  • Expect a considerable growth in your revenue.

  • End up with not only optimised but delightful customer journeys

  • Your product will rise to become truly meaningful and ethical

  • You and your team will be able to focus on innovating & scaling

This means you will...

Ignoring user psychology leads to bad user experiences.

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)

Your customer journeys will be:


Delighting your users at the right time is the key to long term success

As a result, your product will mean something to your customers´ lives, and that... will mean the world to your business. 

It´s about finding the lost opportunities and applying evidence-based cognitive bias that will ensure ENGAGEMENT


This is the best long-term strategy to engage your customers

(No need to redesign all your journeys!)

Peak-End Rule

When recalling an experience, people  reconstruct it in their minds, focusing on the peak moments and how it ends rather than the cumulative micro-experiences.

What is the thing that your clients remember about your product or service?

Examples of psychological principals  you can benefit from

Loss Aversion

We are more averse to losing than we are inclined to winning.


Reframing a situation to your customer in terms of loss can prompt actions, as long as there is always a clear benefit for customers.

Hick´s Law

The more options there are, the greater the time and effort needed to arrive at a decision.

Make sure there is a hierarchy of content in your screens.

Labour Illusion

People find waiting more tolerable when they see the work being done on their behalf.

Let your users appreciate the effort behind processes such as saving, searching, sending, and more.

The ROI of delight

Investing in user delight and positive experiences can yield tangible returns on investment for a business.


Positive emotions generated through delightful user experiences contribute to long-term customer relationships, increased brand loyalty, and positive word-of-mouth referrals.

We'll assist you in reaching the top by becoming indispensable to your users

Download free PDF

Want to deep dive a little bit more?

Download this free PDF where we explain why applying psychological principles to your user journeys will make your business thrive

  • 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

    Meaningful products strive to resonate with users on a personal level, often by:

    1. Purpose : it addresses real problems, provides value, or serves a greater cause

    2. User-Centered: It prioritizes the user's well-being and values and improves their quality of life.

    3. Emotional Connection: Creates a sense of fulfillment, satisfaction, or happiness.

    4. 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.

  • 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 the delight strategy to accomplish this, amongst other things.

    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. 

  • 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.

    On our call, we will cover:

    1- Short introduction about your business (your vision)

    2- You will tell me where you think your service  currently is in the UX pyramid and which user journeys worry you the most (your goal)

    3- I will tell you the steps to improve your customer journeys 

    4- Then we will  say good-bye and If we get a good feeling about each other,  we will probably start start working together some time soon after.

You may still be wondering...


It`s time to stop meeting your customers` expectations

and to start exceeding them

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