We go all out to make things easier.

We focus on usability in all aspects of our work by anticipating people’s needs, minimizing cognitive load, and efficiently delivering what is needed.

We observe with curiosity and respect.

We are fascinated by people’s everyday experiences and are excited to learn about new domains.

We rely on data to form our judgments.

Our perspective is grounded in first-hand research about how people think, how they act, and what they believe.

We act with integrity.

We say what needs to be said, even if the message is difficult or unpopular.

We serve for the good of users.

Although knowledge of human cognition can be used to manipulate users, we choose to wield this power for good.

We keep our promises.

We take pride in our work and hold ourselves and each other accountable for ensuring its quality, timeliness, and impact.

We continually strive for improvement.

We try, learn, and iterate to do better. We have the courage to give and receive feedback, as well as the positive attitude needed to act on it.

We roll up our sleeves to get it done.

As a small business, we all wear many hats, and recognize the important role we each play in our collective success.

We elevate those around us. We strive to uplift our clients, users, and each other.

We all share the responsibility to create a positive culture and to safeguard equity, inclusion, dignity, and respect for all.

We are grateful.

We recognize and appreciate each other’s contributions and value our close-knit community. We never turn down a chance to celebrate together!