UX Research that de-risks Product Development

We focus on evidence-driven user research with interviews, field studies, and usability tests to uncover insights that fuel resilient product strategy and irresistible product experiences.

Explore Capabilities View Selected Work

Kanban board mockup with all collaborating

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Track Record

We've led UX Research to UI Design across StartUps and ScaleUps

75+

Clients served

100+

Projects Completed

25+

Products delivered

We’re full-service design partners for agile teams

Full-service

One stop from brand to website to product

Fast turn around times

As fast as 48 hours to support agile timelines

Cost efficient

3x cheaper than in-house senior designers

Strategic alignment

Mission and vision-driven design excellence

“Working with What If has been transformative — faster feature roll outs, reduced development costs, and a fantastic user experience. They quickly understood our vision and offered proactive ideas “

Kent Costello

Founder and CEO, Vested Futures

“The team at What If Design was nimble, thoughtful and flexible. Their design process forced us to reflect and rethink our corporate strategy. They brought the company messaging to the forefront and and accurately translated our vision. “

Sudarshan Gupta

Chief Operating Officer, Susteon Inc.

“They very quickly understood the kind of messaging that was important to us and how to translate that into a compelling visual experience. I can't recommend them enough! “

Keenan Johnson

Executive Director, Ribbit Network

"What if Design's leadership on our brand redesign was a dream. Their team worked as an extension of our mission, embodied our values, and then expanded upon our vision with ease. Our static, version 101 website was transformed into a full brand identity - professional, creative, and human.”

Megan Holcomb

Chief Operating Officer, LabStart

“The extremely high quality of outputs with fast turn around times and availability of team at short notice has been perfect for our requirements “

Ayush Banerjee

Ex-Investment Team, Accel Partners

how we work

Agile research to uncover actionable insights in days, not months

Effortless participant recruiting

We streamline screening and scheduling so researchers spend time listening and ensuring every session starts with the right voices in the room.

Lightning-fast insight cycles

Rapid research sprints deliver bite-size findings within days, empowering agile teams to pivot confidently before code is locked.

Contextual immersion

On-site observation and contextual inquiry capture real-world workflows, surfacing unspoken pain points surveys simply miss.

Future-proof personas & journey maps

Living personas and journey maps evolve with your product roadmap, keeping every stakeholder aligned as you scale.

Transparent qualitative data sources

Every interview transcript, observation note, and usability clip is logged in an open repository your whole team can access, search, and act on instantly.

Cross-team alignment workshops

Hands-on synthesis sessions translate findings into action plans everyone owns, fostering organization-wide enthusiasm for user-centric decisions.

Our Process

Research + Strategy-led features that spearhead revenue

Context Understanding + Desktop Research

We dive deep into existing data, competitor analysis, and industry trends to build a strong foundation before starting primary research.

Create Research Plan

We map out your research strategy, including methods, timeline, and participant profiles to ensure focused and effective data collection.

Conduct the Research

We execute the research plan through interviews, testing, and observations to gather real user insights and behavioral patterns.

Synthesize Insights and Recommendations

Transform wireframes into polished UI with consistent brand colors, typography, and accessibility across all screens.

UX Design

Let’s talk

Nothing great is built alone.

Let’s connect about your vision, needs, our work and how we can collaborate.

Get Started

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