PRINCIPAL & CEO
“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.”