Mahtab Rezai

Principal & CEO

Mahtab has spent nearly two decades as a user experience designer, researcher, strategist, leader, and mentor. She has designed user experiences for companies ranging from startups to the Fortune 50.

Mahtab is an unabashed advocate for including end-users in the design process. She believes in identifying meaningful objectives – for both the business and the users- and then designing an experience that successfully meets those objectives.

In addition to facilitating research and leading projects, Mahtab also serves as our CEO, CFO, and HR department. Her primary areas of focus are usability research and user experience strategy for complex systems. She particularly enjoys designing for critical, infrequent experiences such as annual benefits enrollment.

She has a loud laugh and a lot of shoes. She also has a lot of strong opinions and has been known to say “think about it until you agree” after expressing one of them.

Mahtab’s Area of Focus:

  • User Research
  • Planning
  • UX Design
  • Implementation Consulting

“User research uncovers critical insights. Every time. It’s not a user-centered design process if a user wasn’t included in the design process. Think about it until you agree.”

3 Truths + 1 Lie

English is her 2nd language

Halloween is her favorite holiday

She has never attended a professional sporting event

She lived in Croatia during the war


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