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

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 resources to improve your Product Journeys by...

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

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?

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.

Examples of psychological principals  you can benefit from

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.

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

You can read about the benefits of getting a second perspective on your product journeys here

  • 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.

  • We offer three services

    1. We provide advice to digital companies on how to grow based on humanizing values. Typically, we conduct meetings and workshops with CEOs and stakeholders to demonstrate the value of a healthy user-centered business.

    2. We review your customer and product journeys, applying best practices and psychological principles to validate and enhance them. We collaborate with your team, leveraging user research insights and data analytics. If you haven't conducted user research, we have collaborators who can assist.

    3. We're moving beyond the screen to humanize physical institutions such as clinics, hospitals, and schools. We're tired of being treated without respect, so we're taking action.

  • 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 user-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.

    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...


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