The Group

Analytic Design Group Inc. (ADGi) is a visionary user experience consulting firm with proven strategic, research, and design skills to revolutionize your online presence. ADGi has a depth of experience in several industries and across a range of hardware and software platforms.

Headquartered in Vancouver, Analytic Design Group Inc. was established in 2005. The company has been growing steadily each year, with an increasing number of projects and repeat engagements with our clients. The sites we have designed have been twice named by the prestigious Communication Arts magazine as Site of the Day. Since its inception, ADGi has distinguished itself as an outstanding service-provider offering solutions that are innovative and that are delivered on time and on budget.

Karyn and her team at Analytic Design were a pleasure to work with and provided a useful, creative solution to a complex content problem on our corporate intranet. They were dedicated, professional and a great value.

Hilary Horlock, Provincial Health Services Authority

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Karyn Zuidinga

Principal and Director of User Experience

With over 12 years experience designing information spaces and supported by a Master's in Publishing, Karyn brings a solid foundation of experience and education to her role as Director of User Experience.

She has provided the strategic information design direction and insights for such significant projects as the PHSA Intranet Redesign, the BCCDC website redesign, TransLink’s website redesign, TransLink’s Trip Planner redesign, SportFitcanada.com redesign, and DYS Architects. Karyn has also worked with AT&T to help refine their usability testing requirements for data-driven devices, as well as oversees the user research ADGi does for multiple device vendors such a Research in Motion (BlackBerry), Palm (now HP), Samsung, and Sony Ericsson.

Karyn’s specific skills set includes strategic planning, concept modeling, information architecture, interaction design, user research, user requirements documentation, and requirements elicitation and documentation.

As the Principal of Analytic Design Group Inc. she has built the business to become one of the more respected user experience consulting firms in Vancouver. Her staff has grown and the range of projects has grown both in breadth and depth of engagement. Several clients have become repeat customers.

Karyn has driven the development of a proprietary web-based tool that ADGi has developed that allows us to remotely test information architecture prototypes. This tool has been instrumental in helping us to design outstanding information architectures that are evidence-based.

Karyn also taught user experience design for four years at Capilano University’s Interactive Design Program.

View recommendations on Karyn's LinkedIn profile.
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Tom Pease

Director of User Research

Throughout his career, Tom’s passion for a great user experience has led him to develop methods for incorporating user research into all phases of the product development cycle.

He brings experience in ethnography, concept evaluation, longitudinal research as well as formative and competitive usability studies. He has formalized this research into personas, scenarios and usability scorecards.

Before coming to ADGi, Tom spent 12 years as a user researcher at Microsoft. His work included web, social media, business consumer and systems management software. He has a rich background in entertainment products, recommendation systems, online collaboration tools and search products.

Before Microsoft, Tom worked as a Human Factors Engineer for Lexis Nexis and AT&T where he was responsible for user interface design and user research across a wide variety of products. While at Lexis Nexis, he obtained his Master's degree in Experimental Psychology from the University of Dayton.

He received his undergraduate degree in Human Factors Engineering from Wright State University, one of the early programs integrating psychology and engineering.
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Michelyn Smythe

Senior Project Manager

With over 10 years of experience as a project manager and business analyst, Michelyn’s dedication to leading projects to successful completion is unparalleled.

Michelyn believes in a strong communication focus for projects starting with clear scope definition and committed client engagement, through to ongoing status reports, quick and innovative solutions to any obstacles, and a controlled timeline and budget. She has a great attention to detail on client requirements and making sure that the right solution is provided.

Michelyn has worked on CMS implementation projects for large corporate sites, such as Creo.com and CGACanada.org, that have included major content migration components. As well she has delivered countless integrated online marketing campaigns for organizations. At Analytic Design Group, which she joined in 2008, Michelyn has managed usability testing and design projects for mobile and web.

Michelyn is a Project Management Professional (PMP), having received this professional designation from the Project Management Institute (PMI) in 2002.
Thanks, Jessica – this [new website design] is definitely a great effort!

Dr. Meg Knowling, BC Cancer Agency

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Jessica Dill

Senior Information Architect

Jessica is a highly experienced information architect who specializes in taxonomy and metadata development and the design of knowledge sharing applications.

Jessica has worked on large-scale intranet and content management projects for PHSA, BCCDC, TransLink, UBC IT, Electronic Arts, Creo (now Kodak Canada), VanCity, and the Real Estate Board of Greater Vancouver. She also has extensive experience gathering user requirements, conducting usability testing, and interviewing users.

From 2001 through 2008, Jessica was an active member of the Vancouver-based Knowledge Management Community of Practice and was on the Board for 2007 and 2008.

Jessica has a graduate degree in Library and Information Science from the University of British Columbia as well as a degree in Anthropology.

She has been with Analytic Design Group since 2007, and has led a number of our large design projects, including PHSA Intranet, BC Cancer Agency website, BC Centre for Disease Control website, TransLink website, UBC IT Intranet, and the B.C. Government website.
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Lynne Polischuik

Senior User Experience Designer

With nearly ten years of industry experience, Lynne held roles in digital marketing before specializing in web analytics and further refining her skills in user experience strategy and interaction design.

Lynne has worked on a variety of projects for companies such as Happy Cog, ADP, Electronic Arts, Stanford University, Disney Interactive, and CSL Hong Kong, as well as the Government of British Columbia and several Vancouver and Bay Area-based start-ups. In 2007, Lynne received an Award of Achievement in Web Analytics from the University of British Columbia and she is both a Google Analytics and Adobe Omniture certified consultant.

Lynne is a writer and contributor for industry publications Johnny Holland and UXMagazine and has presented at the Information Architecture Summit. She is currently a Local Leader for IxDA Vancouver, co-organizer of UX Book Club Vancouver and serves in an advisory capacity for The Designer Fund, a community of designers who invest in designer start-up founders through mentorship, angel funding and access to the wider design and venture capital communities.
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Roberto Bruzzese

Communication Designer

Roberto has a passion for design research, more specifically, the use of visualization methods to assist in experience analysis. He brings a decade of experience in communication design and design education.

He has worked internationally in both Florence, Italy and Melbourne, Australia supporting successful projects for The Australasian Centre for Interaction Design, The Uffizi Gallery, The Design Research Institute at RMIT University and the State of Victoria. Previously, in Vancouver, he directed a communication design studio with a specialization in corporate identity and publication design.

As a design educator for many years, Roberto’s research focused on the facilitation of pedagogical principles and theories to design educators. He has published and presented journal articles at design research conferences in London, New York and Melbourne.

He has been an active member of the Design Research Society since 2007.

Roberto received a Master of Communication Design degree by research from RMIT University, Melbourne. Further, he has studied Publishing and Design at Langara College and fine art at Emily Carr University of Art and Design.
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Nick Koveshnikov

Usability Specialist

Nick’s propensity to determine the big picture by piecing together the smallest details of user experience has been his central approach to user research.

His proficiency with a wide range of Human-Centered Design and User Experience research methods is rooted in his graduate work at the University of Washington’s Human Centered Design and Engineering program, as well as in his diverse professional experience.

Prior to joining the ADGi usability team, Nick conducted usability testing at Amazon.com and managed user experience research at a Bellevue-based home automation company, Lagotek. His attention to detail is founded in his training and work as a reporter, a technical writer, and a UX professional.

Nick is driven by his intense curiosity to understand how technological innovations influence and improve our everyday lives.
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Lindsey Latiolais

Usability Specialist/Project Coordinator

With an education in user research and a passion for usable design, Lindsey brings a solid background to her role as Usability Analyst/Project Coordinator.

Lindsey has a Master of Science in Human-Centered Design and Engineering from the University of Washington in Seattle. She also has a Bachelor of Science in Psychology from Oregon State University in Corvallis. During her education, she has learned and practiced a multitude of data gathering techniques including usability studies, surveys, card sorts, and focus groups.

She is dedicated to closing the technology gap by making the future more accessible for those who don’t have an affinity for technology or the resources to keep up with the quickly changing mobile space. By using data-driven research methods, she believes we can make mobile devices better and easier for all users.
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Jennifer Kong

Interaction Designer

A creative scientist at heart, Jenn embraces the philosophy at ADGi as she understands ‘Design’ as both an evidence-based and intuitive, artistic process.

In 2009, Jenn completed a Master's Thesis in Biomedical Engineering with the Robarts Research Institute in London, Ontario. Combining her knowledge in biomedical sciences with her passion for interaction design, she investigated the design and usability of a virtual-reality guided surgical interface.

In the past, Jenn has provided UX consulting and usability analysis on a diversity of products. Among these are a medical school training system, a personalized heart monitoring device, cardiac-rhythym management software, senior-friendly computer games, and various content management solutions for enterprise corporations. From conducting user research, to translating task-flows into design prototypes, to finally presenting UI specifications to large and small scale engineering teams, Jenn is results-oriented and familiar with all phases of the development cycle.

For Jenn, design isn't just about user-friendly interfaces. Rather, design is about identifying societal needs and meeting those needs with current technology. Jenn is always keen on ensuring that the solutions she produces are both usable as well as useful.