affinityUX

BACKGROUND

Please describe your company and position.

I am the Strategic Relationship Manager of Gloo, LLC

Describe what your company does in a single sentence.

Gloo Connects the Faith Ecosystem by bringing together people, partners, content, funding opportunities, and more...to help champions change more lives—and ultimately, release their collective might.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire affinityUX to accomplish?

• Accelerate Website Development and Digital Strategy for one of Gloo's new partners, a Financial Services Company
• Deliver User–Tested Prototypes across multiple channels and digital touchpoints
• Deliver User–Tested marketing materials: Visual and copy assets that position the parter for increased lead generation
• Co-facilitate Google Design Sprint 2.0 and a Qualitative Research Sprint

SOLUTION

How did you find affinityUX?

Referral

Why did you select affinityUX over others?

• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from affinityUX were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

• Increase Lead Generation: Develop user-centered digital experiences to increase traffic to and completions of the lead generation form by church professionals.
• Deliver Effective Marketing Materials: Create effective visual and copy assets to support marketing efforts
• Deliver User–Tested Prototypes: Design and test prototypes across multiple channels and digital touchpoints to support a more effective user journey
• Provide Strategic Insights: Deliver a comprehensive research report with findings and actionable recommendations.
• Comprehensive Research Report with detailed findings on the pain points and needs of users (best for design teams)
• Research Deck with top findings and recommendations (best for stakeholders)
• Design Directives for the most effective user journey (channels, product positioning, position of lead gen forms, content sequences)

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Comprehensive Research Report with detailed findings on the pain points and needs of target users

Delivered a User Journey Prototype that Accelerated Partner Website Development

Expanded and Refined Evidence-based Personas to inform Digital Strategy

Empowered Gloo's Financial Services Partner to Refine their Value Proposition for Unique Segments

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Working with affinityUX has been a game-changer for our product development process. From start to finish, their expertise in design sprints and user-centered research has helped us create solutions that work within our agrressive timelines. The entire team shows up professionally and is very detailed in the delivery of projects and assets. They are amazing to work with and I have high trust with this team in part, becuase of how well they manage projects and tasks. 

What was your primary form of communication with affinityUX?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Their approach to design sprints is incredibly structured yet flexible, allowing us to rapidly ideate, prototype, and test ideas with real users in a short amount of time. We were impressed and grateful by how quickly they gathered insights created actionable strategies. Affinity’s ability to facilitate collaboration between stakeholders, designers, and developers ensured that everyone was aligned and working toward the same goal—speed without sacrificing quality.

One of the standout aspects of working with Affinity was their emphasis on user-centered research. They went above and beyond to understand our users' needs, pain points, and goals through in-depth research methods, including user interviews, prototyping, and usability testing. 

Are there any areas for improvement or something affinityUX could have done differently?

Nope- entire process has been a great experience for our entire team. 

BACKGROUND

Please describe your company and position.

I am the Digital Design Manager of Great Wolf Results

Describe what your company does in a single sentence.

Bring joy to families with indoor water parks and attractions.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire affinityUX to accomplish?

• Understand the passes and packages guest experience as it exists today and pain points
• Understand guest expectations of the passes and packages experience
• Test new designs and digital prototypes of possible digital solutions

SOLUTION

How did you find affinityUX?

• Referral
• Network

Why did you select affinityUX over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from affinityUX were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Full research project guidance, leadership, and report delivered.

• Project proposal
• Interview discussion guide creation
• Interviews with participants, notetaking, and debriefing
• Thematic analysis and raw data compilation
• Executive summary and full research report including key insights, recommendations, and guidance on follow up initiatives
• Report readout for key stakeholders across the business units

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Key insights gathered on existing consumer experiences, pain points, and expectations
• Consumer feedback and reactions gathered on our design prototypes, providing us helpful direction and confidence to launch our consumer pilot programs
• Increased internal alignment and decision making among stakeholders based on research findings (moving from opinion-based discussions to data-backed decisions and agreement)

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team is quick to respond in their communication, always delivers items on time, good at anticipating timelines, provides helpful guidance at every step, are strong communicators overall, and highly collaborative. Very strong qualities across the board. 

What was your primary form of communication with affinityUX?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The affinityUX team demonstrates a very compelling and hard to find balance between structure and flexibility, from project management, scope definition, user interviews, note-taking, etc. They're incredibly easy to work with but also rigorous and thoughtful in their approach. For example, they're always thinking multiple steps ahead, so there are no "gotchas" or items that need urgent attention. I always understood what was next in the project and felt well prepared on how to proceed. I just felt like I was always in good hands and everyone across our teams who saw the research output were impressed and excited about the results. 

Are there any areas for improvement or something affinityUX could have done differently?

Honestly, no. They check all the boxes for me:

• they care about what they do
• thoughtful about how they work
• flexible and helpful partners
• pleasant to work with (you'll want to be their friends)
• great communication and consistently setting helpful expectations

BACKGROUND

Please describe your company and position.

I am the Owner of Omni Massage of CT

Describe what your company does in a single sentence.

I am the founder of a wellness clinic in Connecticut that offers massage, sauna, and neuromuscular reprogramming services.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire affinityUX to accomplish?

• Goal 1 - Increase bookings through the company website.
• Goal 2 - Improve SEO for site visibility and increased traffic.
• Goal 3 - Learn why infrared sauna service isn’t selling as predicted.

SOLUTION

How did you find affinityUX?

Referral

Why did you select affinityUX over others?

• Great culture fit
• Good value for cost
• Referred to me
• trustworthy

How many teammates from affinityUX were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

After the discovery call I met with them on Zoom to look through project options and confirm a plan. They came prepared with a very clear and detailed deck. I loved how clear they were at each step of the way about what to expect, how much time they needed from me, and when they would deliver each phase of the project.

After 1 week, I met with them to review their findings for the audit and redesign summary. The level of thoroughness was beyond appreciated. The way that they broke down each page and each issue by priority made it so much more tangible for understanding where to put my attention and focus as an entrepreneur. They also presented my marketing playbook at this point - I have actually followed all of their top recommendations and I’m seeing the results.

After the review, I approved the recs and partnered with them on the flex plan to have the website redesigned. They checked in briefly 1-2 times to validate design decisions, but otherwise, I was blown out of the water by their ability to distill my ideas into action and capture the essence of my brand while elevating it. They overhauled my SEO and finished building everything in less than a week.

After the major website changes, they presented the new site and made sure I had all my questions answered, which was a very helpful experience. Then they scheduled a session to clarify learning objectives for the survey. Within an hour we had a solid picture of what would help me most. They sent me the rough draft of the survey and I approved it. No edits needed.

Now we’re gathering the feedback and I’m excited to see the results at the end of the quarter.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

While we just launched, my clients are very pleased with the new site, I’ve gotten new analytics messages that I’ve never seen before for increased traffic, and it’s led to new bookings. The results of the survey will be analyzed at the end of the quarter and I’m excited to learn how I can move forward.

I not only feel proud when customers see and navigate my website now, but I feel like the affinityUX team have acted as expert navigators and helped me plot a data-backed course for my business to grow.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They delivered everything on time. Task delegation was clear.

It was so easy to communicate. They were responsive and available. We used a group chat for most communication because I preferred that to email. We had video check-in calls at key points but they didn’t require a lot of time investment from me. Whenever I had a question, they answered immediately and patiently as I was learning so much along the way.

What was your primary form of communication with affinityUX?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I really appreciate their customer service. I felt like they actually cared about my business and what I do. They also cared about me, personally, and how I could learn along the way. I know and trust that they will be there for me over time.

I was also surprised by how they assisted me in doing all of the back end work I dreaded doing on my own. The thought of learning SEO on top of my day to day business duties was overwhelming, but they did all the heavy lifting and held my hand through the process.

Are there any areas for improvement or something affinityUX could have done differently?

I cant imagin a way their work could have been done more effectively. Everything was prompt, i was well guided in the process, and their work has been amazing.

BACKGROUND

Introduce your business and what you do there.

The company is a leading provider of technology-based communication solutions across Europe, specializing in unified communications, voice enablement, connectivity, mobile, and security. We help businesses connect and collaborate through a range of products and services.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with affinityUX?

My primary objective was to get colleagues on board with the need for a UX team to conduct UX research rather than sales and to highlight the importance of UX being able to select the participants rather than them being cherry-picked by the sales team.

SOLUTION

What was the scope of their involvement?

AffinityUX and I came up with an action plan and ways to help me influence these key stakeholders. This was run primarily as coaching sessions. I mapped out the key stakeholders and their current ways of working and how I wanted this to change. I was then given tactics and tips on ways to have conversations with each of these stakeholders. We came up with an influence map.

What is the team composition?

We worked with one person.

How did you come to work with affinityUX?

They were recommended and were able to help with my request after giving them a description of the challenge I was facing and the type of support I needed.

What is the status of this engagement?

We worked together from June–July 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The final outcome was the conversations that I had with key stakeholders and the fact that I was able to influence them to be aligned with my vision. The UX team is now responsible for owning the recruiting process for participants in UX research. This has meant that sales teams are not cherry-picking the people who will agree with their request and that we can validate this request with other customers.

This means that the work the UX research team does is now more useful because rather than just confirming what the sales team has heard, we can actually gauge the true desire for these requests and only act on the ones that have true desire from the majority of our customers. As a business, we’re not building things that only a handful of customers want; we’re building things that will really make a difference to our customers and building things that they’re all wanting.

How did affinityUX perform from a project management standpoint?

Project management was good. We communicated via video calls.

What did you find most impressive about them?

AffinityUX gave me tangible ways to improve my communication and influence skills.

Are there any areas they could improve?

I don’t think there’s anything they can improve on.