we empower people to practice empathy.

we are a human-centered research and strategy practice.

WE DESIGN CREDIBLE AND CREATIVE STUDY EXPERIENCES.

Research projects begin with lots of questions, and different points of view. In our process, we focus on bringing structure to the vast array of research questions. This highlights the potential that the research can attain.

We align teams around meaningful study designs, and bring clarity to what actually needs to be learned. In crafting research strategies for teams, we focus on the people we want to learn from, and the people creating the offering.

Here is a subset of services we provide:

CUSTOM STUDY DESIGNS

ethnography

in-depth interviews

contextual inquiry

co-creation sessions

concept/usability testing

FOCUSED TEAM EXPERIENCES

active observation

reflection workshops

real-time coaching

applied frameworks

custom design tools

Learn More About the NCredible Framework

the team

meena kothandaraman

EXPERIENCE STRATEGIST

With 25 years of experience, Meena has consulted to emphasize the strategic value of customer experience across product, space and service. She truly believes that businesses can achieve greater focus by better understanding the behaviors of their customers, and those who create the products from within the business. Experiencing the journey of conducting research can truly inspire!

Apart from her core consulting practice, Meena has lectured in the Bentley University Human Factors and Information Design (HFID) graduate program in her 15 year tenure. She has helped the program to stand as one of the top human factors/user experience programs worldwide.

She holds an M.S. in Information Resources Management from Syracuse University and a B.Com. in MIS from the University of Ottawa, Canada.

Apart from work, Meena has written a children's book, hosts a cooking show, and is a South Indian classical violinist. She has firmly maintained a strong work life balance, and has her two children and husband to thank for making life so rich.

Meena definitely speaks Canadian, among other languages!

zarla ludin

EXPERIENCE RESEARCHER AND STRATEGIST

Zarla is a qualitative researcher with a background in anthropology and human factors. With over 15 years experience working in boutique agencies, she is skilled at helping design and product teams leverage their intuition and insights to make decisions.

Zarla has worked with brands both large and small and particularly loves working closely with teams who aspire to learn more about themselves and their customers.

Zarla is also a mom to two girls, a budding realist artist and a yogi.