The people
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Working at DesignedUX
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On the TechTO stage
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About
Michelle Caers founded DesignedUX in Toronto in 2013, after roles at Desire2Learn and Savvica, and it works with clients from startups to Fortune 500 companies. She presented its core method at TechTO in September 2016: build specific personas — who they are, what problems they have, what their digital habits are — before spending a dollar on brand or marketing. She is now CEO of Crowdmark.
Backers
Independent consultancy; no outside investment verified for this page.
Quick answers
What does DesignedUX do?
User experience design and strategy from Toronto — custom work for large organisations, enterprise software in higher education, MVP builds for startups and go-to-market consulting.
Who founded DesignedUX?
Michelle Caers, at the end of 2013. She is also CEO of Crowdmark, the online grading and assessment platform.
What was the TechTO talk about?
Know your customer, borrowed from the compliance term. Caers argued startups build sophisticated marketing stacks while unable to answer who their target customer is, and that specific personas are the fix.