Finding each other wasn’t hard: We were the ones on the project team forever objecting to squishy solutions, abstract recommendations, and agency razzle-dazzle. So we built a practice that only had room for creative problem solvers committed to collaboration and meaningful, measurable results. We love working with each other. And we can’t wait to work with you.



John’s interactive media design career began in 1995, when he was hired to design CD-ROMs teaching people how to win video games. Since then, he’s worked with many Fortune 500 companies and large not-for-profit organizations, helping them create successful business-focused websites and applications.

A believer in user experience work as an indispensable part of the design and development process, John enjoys watching his clients turn a newfound understanding of customer behavior patterns into revenue. “This isn’t some ‘nice-to-have,’” he says. “It’s foundational work that helps serious clients connect effectively with users and their goals.”

Solving for both user goals and business objectives is no mean feat, but the Crux Collaborative emphasis on user research makes it possible. Crux clients understand the importance of observing how users interact with their applications. “It’s great collaborating with internal terms that grasp the value of this work,” says John. “We love taking our clients from disjointed web applications to intuitive interfaces.”

"We love taking our clients from disjointed web applications to intuitive interfaces."

Mahtab Rezai


“No matter how much you think you know, you can always learn from observing how people interact with your software or product,” says Mahtab. “Nothing replaces or approximates user feedback.”

Mahtab has spent over two decades as a user experience designer, researcher, strategist, leader, and mentor for companies ranging from startups to the Fortune 50. Her primary areas of focus are usability research and user experience strategy for complex systems, and she loves the Crux Collaborative culture of 360-degree openness and participation.

“Nothing we do is done absent collaboration,” she says. “We truly integrate collaboration into all aspects of the work — with my team, as well as with our clients and their customers. And our collaborative approach grows more interesting and rewarding as people wake up to the fact that user experience isn’t just a phase of a project. More organizations understand it’s a process and mindset that’s most effective when applied across a project’s timeline.”

“Nothing we do is done absent collaboration.”