Strategy, research and design
We create valued experiences based on a profound understanding of customer needs.
Who we are
We are a team of seasoned professionals, veteran researchers, designers and strategists with over a hundred years of collective experience and hundreds of successful projects under our belts.
We identify and develop new opportunities for business growth. We are objective and unbiased. We challenge assumptions and seek out facts. Using behavioural research and a creative process, we help companies build the future.
Leadership
Shaun Illingworth
Principal
With over 20 years of experience in enterprise and startup technology companies, Shaun has led both private and public sector clients on the methods and business benefits of a design thinking perspective to product and service creation. Shaun has led Design Thinking teams in startups, enterprises, and consultancies – such as Shopify, Akendi, and Nortel’s flagship innovation group, Design Interpretive.
As Managing Director for Akendi, Shaun led business strategy and market development, as well as contributing to their research programs, public speaking and training. Building the business and growing the team, Akendi quickly became a leading provider of design thinking expertise in Canada.
As Vice President of Business Development for Inuk Networks – part of the Wesley Clover group of companies, he led the startup IPTV service provider in their expansion from the United Kingdom into the North American marketplace. Inuk was acquired in May 2009. Previously, Shaun held leadership positions in business development, strategic marketing and market research at March Networks and Nortel Networks.. Shaun began his career in Boston as a product and market research consultant; he holds a Ph.D. in experimental psychology from Northeastern University.
As Managing Director for Akendi, Shaun led business strategy and market development, as well as contributing to their research programs, public speaking and training. Building the business and growing the team, Akendi quickly became a leading provider of design thinking expertise in Canada.
As Vice President of Business Development for Inuk Networks – part of the Wesley Clover group of companies, he led the startup IPTV service provider in their expansion from the United Kingdom into the North American marketplace. Inuk was acquired in May 2009. Previously, Shaun held leadership positions in business development, strategic marketing and market research at March Networks and Nortel Networks.. Shaun began his career in Boston as a product and market research consultant; he holds a Ph.D. in experimental psychology from Northeastern University.
Patents
- Method and Apparatus for Associating Information with an Object in a File
- Collaborative Shared Space
- Multi-service User Interface
- Method, Apparatus, Processor-Readable Media and Signals for Acquiring and Presenting Acquired Multimedia Content
Outstanding contribution
- Articles on Google Scholar
- Beware of UX Shingles (LinkedIn)
- Measure Twice, Cut Once (LinkedIn)
- Customer Experience in the Friendly Skies (LinkedIn)
Dominira Saul
Principal
Dominira Saul has over 20 years’ experience in user and customer experience design. Dom earned a BA in Psychology, studying with the founders of Carleton University’s famed Human Oriented Technology (H.O.T.) Lab. He earned a Master of Science degree in User Interface Design at London Guildhall University.
Dominira’s professional career began in London at the height of the dot com bubble as a co-founder of usabilityagency.com.
Dominira returned to Canada and in 2003 joined Maskery & Associates. What followed was a collaboration with some of the most skilled UX and HCI practitioners in the country. In 2006 Maskery was acquired by Macadamian Technologies and after almost three years with Macadamian, Dominira decided to return to pure UX consulting as the Chief Experience Architect at Akendi.
Dominira is a passionate educator, who taught Product Design Methodology for 4 years at Carleton University in the School of Information Technology. He also held a lecturing position at London Guildhall University in the school of Information, Computer Systems and Mathematics, teaching user interface design as well as networks & telecommunications. He has created, managed and taught many professional development courses and remains connected to academia with roles in UX programs at Carleton University, Algonquin College and the University of Ottawa.
On a personal level, Dominira believes in the transformative power of entrepreneurism and in the broad applicability of design methods to solving everyday problems.
Having seen first-hand how small businesses can be the backbone of major economies, he has a sincere desire to apply the lessons that he has learned as an entrepreneur and design thinker to the improvement of economies in the developing world and beyond. He volunteers time and expertise with various projects.
Dominira’s professional career began in London at the height of the dot com bubble as a co-founder of usabilityagency.com.
Dominira returned to Canada and in 2003 joined Maskery & Associates. What followed was a collaboration with some of the most skilled UX and HCI practitioners in the country. In 2006 Maskery was acquired by Macadamian Technologies and after almost three years with Macadamian, Dominira decided to return to pure UX consulting as the Chief Experience Architect at Akendi.
Dominira is a passionate educator, who taught Product Design Methodology for 4 years at Carleton University in the School of Information Technology. He also held a lecturing position at London Guildhall University in the school of Information, Computer Systems and Mathematics, teaching user interface design as well as networks & telecommunications. He has created, managed and taught many professional development courses and remains connected to academia with roles in UX programs at Carleton University, Algonquin College and the University of Ottawa.
On a personal level, Dominira believes in the transformative power of entrepreneurism and in the broad applicability of design methods to solving everyday problems.
Having seen first-hand how small businesses can be the backbone of major economies, he has a sincere desire to apply the lessons that he has learned as an entrepreneur and design thinker to the improvement of economies in the developing world and beyond. He volunteers time and expertise with various projects.
Outstanding contribution
- Articles on Google Scholar
- Articles on Microsoft Academic
- Potential new tool for anemia screening: An evaluation of the performance and usability of the TrueHb Hemometer
- The Two Biggest Issues Threatening the UX Industry Today (LinkedIn)
- The Trials Of Boaty Mcboatface: Achieving Balance Between Customers, Users And Business
- Everything I know about UX I Learned From the Terminator
Scott Smith
Principal
Scott Smith is a co-founder of Neo Insight. He brings three decades of experience at the intersection of what users really need vis-a-vis how products and services meet user needs. His experience includes business analysis, qualitative research methods, product management, market analysis, and competitive strategy.
Before Neo Insight he was with Nortel in the U.S. and Canada, and in telecommunications marketing. Scott has led over a hundred user experience research projects. This includes hundreds of workshops, user testing sessions, and discussion groups. He has managed portfolios of hardware, software, and services, built channels to market, and presented to thousands of customers. He has written market strategies and commercial specifications, innovated competitive intelligence techniques, written strategic plans, managed intellectual property, managed user-centred design teams, and established trend-monitoring forums. He has designed and led training and workshops for a variety of outcomes such as applying user values, personas and design scenarios, competitive strategy, intellectual property strategies, Japan innovations, scenario planning, and technology adoption.
His research has been published in Nortel’s corporate magazine. His undergraduate B.A. honours degree is in Business, Economics, and Philosophy. His M.B.A. degree program included Operations Management, Advertising, and Public Policy at the University of Minnesota Graduate School of Management.
Before Neo Insight he was with Nortel in the U.S. and Canada, and in telecommunications marketing. Scott has led over a hundred user experience research projects. This includes hundreds of workshops, user testing sessions, and discussion groups. He has managed portfolios of hardware, software, and services, built channels to market, and presented to thousands of customers. He has written market strategies and commercial specifications, innovated competitive intelligence techniques, written strategic plans, managed intellectual property, managed user-centred design teams, and established trend-monitoring forums. He has designed and led training and workshops for a variety of outcomes such as applying user values, personas and design scenarios, competitive strategy, intellectual property strategies, Japan innovations, scenario planning, and technology adoption.
His research has been published in Nortel’s corporate magazine. His undergraduate B.A. honours degree is in Business, Economics, and Philosophy. His M.B.A. degree program included Operations Management, Advertising, and Public Policy at the University of Minnesota Graduate School of Management.
Outstanding contribution
Patents
- Video consultation (US 5,990,932)
- Touch-screen zone-based QoS user interface (US 6,313,853)
- Pending patents in collaborative network planning and personalization
Hilary Little
Principal
Hilary Little is a veteran interaction designer and UX strategist with over 25 years experience practicing design in the digital space.
Hilary has taught design at the post-secondary level and has led teams in the delivery of several high profile portfolios for the Government of Canada. In the late 90s, Hilary was a part of the Cognos UX team that set the standard for what a corporate UX team should be. Throughout her extensive career she has been a leader, educator, sought after speaker and an advocate for change and innovation. Hilary founded Hilary Little Ideation & Design in 2001 and has worked with hundreds of public and private clients, using design thinking to improve business outcomes.
Specializing in eCommerce, her agency has distinguished itself as one of the foremost agencies specializing in digital transformation for small and medium sized businesses.
In addition to her amazing work, Hilary also volunteers her time and talents as a design consultant for a selection of local and international charity organizations.
Hilary has taught design at the post-secondary level and has led teams in the delivery of several high profile portfolios for the Government of Canada. In the late 90s, Hilary was a part of the Cognos UX team that set the standard for what a corporate UX team should be. Throughout her extensive career she has been a leader, educator, sought after speaker and an advocate for change and innovation. Hilary founded Hilary Little Ideation & Design in 2001 and has worked with hundreds of public and private clients, using design thinking to improve business outcomes.
Specializing in eCommerce, her agency has distinguished itself as one of the foremost agencies specializing in digital transformation for small and medium sized businesses.
In addition to her amazing work, Hilary also volunteers her time and talents as a design consultant for a selection of local and international charity organizations.
Outstanding contribution
- 4 Reasons Your UX Investment Isn’t Paying Off, UX Magazine
- Kids and the UX of Face Mask Management, Linkedin
Leadership
Shaun Illingworth
Principal
With over 20 years of experience in enterprise and startup technology companies, Shaun has led both private and public sector clients on the methods and business benefits of a design thinking perspective to product and service creation. Shaun has led Design Thinking teams in startups, enterprises, and consultancies – such as Shopify, Akendi, and Nortel’s flagship innovation group, Design Interpretive.
As Managing Director for Akendi, Shaun led business strategy and market development, as well as contributing to their research programs, public speaking and training. Building the business and growing the team, Akendi quickly became a leading provider of design thinking expertise in Canada.
As Vice President of Business Development for Inuk Networks – part of the Wesley Clover group of companies, he led the startup IPTV service provider in their expansion from the United Kingdom into the North American marketplace. Inuk was acquired in May 2009. Previously, Shaun held leadership positions in business development, strategic marketing and market research at March Networks and Nortel Networks.. Shaun began his career in Boston as a product and market research consultant; he holds a Ph.D. in experimental psychology from Northeastern University.
As Managing Director for Akendi, Shaun led business strategy and market development, as well as contributing to their research programs, public speaking and training. Building the business and growing the team, Akendi quickly became a leading provider of design thinking expertise in Canada.
As Vice President of Business Development for Inuk Networks – part of the Wesley Clover group of companies, he led the startup IPTV service provider in their expansion from the United Kingdom into the North American marketplace. Inuk was acquired in May 2009. Previously, Shaun held leadership positions in business development, strategic marketing and market research at March Networks and Nortel Networks.. Shaun began his career in Boston as a product and market research consultant; he holds a Ph.D. in experimental psychology from Northeastern University.
Patents
- Method and Apparatus for Associating Information with an Object in a File
- Collaborative Shared Space
- Multi-service User Interface
- Method, Apparatus, Processor-Readable Media and Signals for Acquiring and Presenting Acquired Multimedia Content
Outstanding contribution
- Articles on Google Scholar
- Beware of UX Shingles (LinkedIn)
- Measure Twice, Cut Once (LinkedIn)
- Customer Experience in the Friendly Skies (LinkedIn)
Dominira Saul
Principal
Dominira Saul has over 20 years’ experience in user and customer experience design. Dom earned a BA in Psychology, studying with the founders of Carleton University’s famed Human Oriented Technology (H.O.T.) Lab. He earned a Master of Science degree in User Interface Design at London Guildhall University.
Dominira’s professional career began in London at the height of the dot com bubble as a co-founder of usabilityagency.com.
Dominira returned to Canada and in 2003 joined Maskery & Associates. What followed was a collaboration with some of the most skilled UX and HCI practitioners in the country. In 2006 Maskery was acquired by Macadamian Technologies and after almost three years with Macadamian, Dominira decided to return to pure UX consulting as the Chief Experience Architect at Akendi.
Dominira is a passionate educator, who taught Product Design Methodology for 4 years at Carleton University in the School of Information Technology. He also held a lecturing position at London Guildhall University in the school of Information, Computer Systems and Mathematics, teaching user interface design as well as networks & telecommunications. He has created, managed and taught many professional development courses and remains connected to academia with roles in UX programs at Carleton University, Algonquin College and the University of Ottawa.
On a personal level, Dominira believes in the transformative power of entrepreneurism and in the broad applicability of design methods to solving everyday problems.
Having seen first-hand how small businesses can be the backbone of major economies, he has a sincere desire to apply the lessons that he has learned as an entrepreneur and design thinker to the improvement of economies in the developing world and beyond. He volunteers time and expertise with various projects.
Dominira’s professional career began in London at the height of the dot com bubble as a co-founder of usabilityagency.com.
Dominira returned to Canada and in 2003 joined Maskery & Associates. What followed was a collaboration with some of the most skilled UX and HCI practitioners in the country. In 2006 Maskery was acquired by Macadamian Technologies and after almost three years with Macadamian, Dominira decided to return to pure UX consulting as the Chief Experience Architect at Akendi.
Dominira is a passionate educator, who taught Product Design Methodology for 4 years at Carleton University in the School of Information Technology. He also held a lecturing position at London Guildhall University in the school of Information, Computer Systems and Mathematics, teaching user interface design as well as networks & telecommunications. He has created, managed and taught many professional development courses and remains connected to academia with roles in UX programs at Carleton University, Algonquin College and the University of Ottawa.
On a personal level, Dominira believes in the transformative power of entrepreneurism and in the broad applicability of design methods to solving everyday problems.
Having seen first-hand how small businesses can be the backbone of major economies, he has a sincere desire to apply the lessons that he has learned as an entrepreneur and design thinker to the improvement of economies in the developing world and beyond. He volunteers time and expertise with various projects.
Outstanding contribution
- Articles on Google Scholar
- Articles on Microsoft Academic
- Potential new tool for anemia screening: An evaluation of the performance and usability of the TrueHb Hemometer
- The Two Biggest Issues Threatening the UX Industry Today (LinkedIn)
- The Trials Of Boaty Mcboatface: Achieving Balance Between Customers, Users And Business
- Everything I know about UX I Learned From the Terminator
Scott Smith
Principal
Scott Smith is a co-founder of Neo Insight. He brings three decades of experience at the intersection of what users really need vis-a-vis how products and services meet user needs. His experience includes business analysis, qualitative research methods, product management, market analysis, and competitive strategy.
Before Neo Insight he was with Nortel in the U.S. and Canada, and in telecommunications marketing. Scott has led over a hundred user experience research projects. This includes hundreds of workshops, user testing sessions, and discussion groups. He has managed portfolios of hardware, software, and services, built channels to market, and presented to thousands of customers. He has written market strategies and commercial specifications, innovated competitive intelligence techniques, written strategic plans, managed intellectual property, managed user-centred design teams, and established trend-monitoring forums. He has designed and led training and workshops for a variety of outcomes such as applying user values, personas and design scenarios, competitive strategy, intellectual property strategies, Japan innovations, scenario planning, and technology adoption.
His research has been published in Nortel’s corporate magazine. His undergraduate B.A. honours degree is in Business, Economics, and Philosophy. His M.B.A. degree program included Operations Management, Advertising, and Public Policy at the University of Minnesota Graduate School of Management.
Before Neo Insight he was with Nortel in the U.S. and Canada, and in telecommunications marketing. Scott has led over a hundred user experience research projects. This includes hundreds of workshops, user testing sessions, and discussion groups. He has managed portfolios of hardware, software, and services, built channels to market, and presented to thousands of customers. He has written market strategies and commercial specifications, innovated competitive intelligence techniques, written strategic plans, managed intellectual property, managed user-centred design teams, and established trend-monitoring forums. He has designed and led training and workshops for a variety of outcomes such as applying user values, personas and design scenarios, competitive strategy, intellectual property strategies, Japan innovations, scenario planning, and technology adoption.
His research has been published in Nortel’s corporate magazine. His undergraduate B.A. honours degree is in Business, Economics, and Philosophy. His M.B.A. degree program included Operations Management, Advertising, and Public Policy at the University of Minnesota Graduate School of Management.
Outstanding contribution
Patents
- Video consultation (US 5,990,932)
- Touch-screen zone-based QoS user interface (US 6,313,853)
- Pending patents in collaborative network planning and personalization
Hilary Little
Principal
Hilary Little is a veteran interaction designer and UX strategist with over 25 years experience practicing design in the digital space.
Hilary has taught design at the post-secondary level and has led teams in the delivery of several high profile portfolios for the Government of Canada. In the late 90s, Hilary was a part of the Cognos UX team that set the standard for what a corporate UX team should be. Throughout her extensive career she has been a leader, educator, sought after speaker and an advocate for change and innovation. Hilary founded Hilary Little Ideation & Design in 2001 and has worked with hundreds of public and private clients, using design thinking to improve business outcomes.
Specializing in eCommerce, her agency has distinguished itself as one of the foremost agencies specializing in digital transformation for small and medium sized businesses.
In addition to her amazing work, Hilary also volunteers her time and talents as a design consultant for a selection of local and international charity organizations.
Hilary has taught design at the post-secondary level and has led teams in the delivery of several high profile portfolios for the Government of Canada. In the late 90s, Hilary was a part of the Cognos UX team that set the standard for what a corporate UX team should be. Throughout her extensive career she has been a leader, educator, sought after speaker and an advocate for change and innovation. Hilary founded Hilary Little Ideation & Design in 2001 and has worked with hundreds of public and private clients, using design thinking to improve business outcomes.
Specializing in eCommerce, her agency has distinguished itself as one of the foremost agencies specializing in digital transformation for small and medium sized businesses.
In addition to her amazing work, Hilary also volunteers her time and talents as a design consultant for a selection of local and international charity organizations.
Outstanding contribution
- 4 Reasons Your UX Investment Isn’t Paying Off, UX Magazine
- Kids and the UX of Face Mask Management, Linkedin
Team
Elizabeth is dedicated to understanding the people at the core of design problems in order to create useful and delightful experiences that meet their needs.
Elizabeth
UX Researcher
Eric is an experienced research lead, leveraging mixed data types to uncover actionable and direct improvements to client and user experiences.
Eric
UX Researcher
Tyler is an experienced UX designer, combining design best practices and innovative approaches to bring a unique perspective.
Tyler
UX Designer
Raphael believes in the transformative power of UX design. He approaches every design challenge as an opportunity to close the gap between function and aesthetics.
Raphael
UX Designer
Samiha is a skilled project manager, ensuring seamless coordination, effective communication, and successful project delivery.
Samiha
Project Manager