“If the user can’t use it, it doesn’t work.”
— Susan Dray

User Experience Research and Design

Engaging in human-centered research and design ensures that your intended customers help shape product design to eliminate the risk of failure. Throughout the product development process, Macadamian relies on an array of fine-tuned, user-centered design techniques to achieve outcomes that are informed and inspired by users and their needs.

Our user experience teams deliver insight into:

  • How to prioritize and focus choices about product features and design
  • Pinpointing user needs to distinguish apps in the marketplace
  • Uncovering radical innovation opportunities

UX Strategy

Whether you are looking to create a new product or revitalize an existing one, product innovation is not a result of implementing cool new technology or a design face lift, it is a result of clarity around business objectives and value.

We help to align stakeholder goals and objectives and integrate them into product creation process through the use of:


UX Research

The first question we ask is: “What experience do you want users to have?” We delve into research and apply techniques to provide a holistic understanding of what users are trying to achieve.

  • On-site and Remote Ethnographic Studies
  • Online Surveys
  • Digital User Diaries
  • Usability Testing
  • Card Sorting

This allows our software design teams to create an incredible user experience.

UX Design

The Macadamian team designs products that support users so effectively that the product becomes “transparent,” leaving users to focus on their activities. Our specialists in both Interaction Design and Visual Design cover the full range of activities from high-level conceptual design and storyboards to detailed visual design specifications and style guide. We work closely with stakeholders to ensure the product design meets their goals while also meeting and exceeding the needs of the users.

Macadamian UX reports help you gain a solid understanding of how your product stacks up against your competition from the perspective of your end users. We provide unbiased, comparative user experience research and design evaluations on relative product strengths and weaknesses. Reports based on these evaluations provide concrete recommendations for product improvements.

Find out more about our User Experience Reports

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UX Team

Our User Experience Team

Scott Plewes

Scott Plewes

As VP User Experience Design, Scott brings over 20 years of experience in understanding customers and how to incorporate their needs into software product design. He's put his skills to work on overseeing the user experience design of dozens of desktop, Web, and mobile applications. Scott holds a Master's degree in Science from Queen's University, and prior to Macadamian, he worked as part of Nortel's Usability Design Group. While Scott would have you believe he is an ardent NFL and NHL supporter, he is still a physics geek at heart. His secret passions include bad science fiction movies and even worse - action ones; and trying to understand Shakespeare… and failing badly. When Scott is not working he's either his kids personal chauffeur, or more likely sound asleep on the couch… the one hobby he has truly mastered.

Lorraine Chapman

Lorraine Chapman

Lorraine is Macadamian’s Senior Director of Healthcare and plays a pivotal role in harmonizing end user needs, client expectations, and current technology. She leads clients in identifying product opportunities, conducting research, and planning UX strategy and growth. Her ability to grasp the subtle dynamics of business context and product requirements enables her to help define UX design strategy in support of fundamental business direction. She does this for medical information tool providers, EMR, as well as companies outside health care. Lorraine is recognized as an expert in UX research and Chair of the HIMSS Health IT User Experience Committee. Her expertise delivering human-centric solutions to health care providers makes her a sought after speaker and presenter to overflow audiences. As accomplished as she is, Lorraine is also a bit scary to some of us. She regularly gets up at 5:30 am, does a workout that most of us would associate with Navy Seals or Spartan warriors, and runs half-marathons when she doesn't find this tiring enough. No wonder Lorraine has earned the nickname "Xena, Warrior Princess" at Macadamian. When she not living her Linda Hamilton/Terminator workout lifestyle she loves spending time with her daughters and taking them to places ranging from Pembroke to Tuscany.

Jennifer Fraser

Jennifer Fraser

Jennifer is Macadamian’s Director of Design and she brings more than fifteen years of experience working as an interaction designer. Jennifer has experience being thrown in at any phase of a project from discovery, analysis, and definition, to development and delivery. She works closely with clients to understand not only their needs, but also the needs of their customers. Jennifer has a holistic understanding of how to integrate design and development in an agile process, built on years of experience and much head banging (unfortunately not to music). She is a founding member of the Interaction Design Association’s Ottawa chapter and sits on the Design Advisory Board of Algonquin College. Jennifer holds both a Bachelor’s Degree and Master’s in Architecture from Carleton University, which may, or may not, relate to her passion for designing and building cocktails.

Lina Bonapace

Lina Bonapace

Lina Bonapace is Macadamian’s Director of UX Research. Her passion for design interestingly started with furniture from both an esthetic and tactile perspective. Her focus and interests are in human interaction design and how to create more profound design experience. For Lina, everything boils down to one question: Where is the person in this? Lina is fluent in English, French, and Italian, and has consulted or designed for many companies across Europe such as Ferrari, Whirlpool, and Heinecken. She earned an Undergraduate Degree at the Scuola Politecnica di Design and a Master’s Degree in Ergonomics, Industrial, and Product Design at the Politecnico di Milano.