Today’s feature of Life at Useberry series is a must-read! Previously, we’ve explored the worlds of our digital design and development teams. Today, we shift our focus to the very foundation of Useberry: our co-founders, Teo Tokis and Bill Kirimkiridis.
In this feature, while we get to know Teo and Bill a little better, we will learn about the story behind the founding of Useberry, their driving motivations, and their day-to-day roles. Plus, we’ll gain a deeper insight into their vision! Join us as we discover the heartbeat of Useberry through its creators.
Teo Tokis
Teo Tokis brings a robust blend of technical prowess and creative entrepreneurship to Useberry. With a strong background in software engineering, Teo has been instrumental in steering Useberry’s strategic direction and operational excellence. Not only does he manage daily operations and investor relations, but he also stays deeply involved in ensuring Useberry’s products meet the highest standards of usability and innovation.
Always plugged into the pulse of the tech industry, Teo ensures that Useberry remains synonymous with excellence and efficiency. Outside of his professional endeavors, Teo is an avid cook, experimenting with diverse culinary creations in his kitchen. He likes exploring new recipes and flavors, bringing the same creativity to his cooking endeavors as he does to his work. This blend of technical skill and creative flair not only enriches his leadership at Useberry but also spices up his life beyond the office.
As someone who oversees daily operations, could you describe a typical day at Useberry and how you ensure everything runs smoothly?
A typical day at Useberry is a balancing act of coordination across teams to ensure that everything is running smoothly toward our goals. It is my job to remove the obstacles out of their way. It could also be challenging sometimes to keep up with everyone, we do have a very talented team and they’re often a few steps ahead before we get a chance to review. By the time I check the KPIs and operational metrics I am tracking, and working on fine tunings for top-line financial and strategic health of Useberry, there are often updates from the team to review. It is heavy task but it is my job to make sure everything here operates efficiently and remains agile.
Alongside Bill, we’re committed to providing the best for our team, whether that’s through a well-equipped office for optimal working conditions or hybrid and remote setups. While it sometimes adds a layer of complexity for us, it’s a challenge. Creating an environment where our team can thrive is worth every effort, and it’s a trade-off we’re more than happy to make.
Can you talk about your approach to maintaining good communication with investors? What key information do you focus on during these interactions?
Transparent and regular updates are the backbone of good investor communication. During these interactions, I focus on our progress toward long-term goals, milestones we’ve hit, and any challenges on the horizon. I also make sure to spotlight any new partnerships, product features, or market trends that could impact our business. If we hit a roadblock, I will inform them of that as well, together with a plan on how we will be tackling that problem. It’s all about building trust and keeping investors in the loop about where we’re headed.
What process do you use to identify new business opportunities, and could you share an example of a partnership that significantly impacted Useberry?
We’re constantly monitoring industry trends, keeping an eye on competitors, and listening to customer feedback to spot new opportunities. We are a UX research platform after all, and we are big on market research and data analysis as well to discover unmet user needs and potential growth areas. We also cultivate a culture of innovation within our team, encouraging everyone to pitch new ideas and improvements.
One standout partnership is our collaboration with ProtoPie. This partnership allowed us to integrate Protopie directly into our platform to offer our users richer insights, attracting a new segment of professional researchers and boosting our user base significantly.
Can you share an instance where feedback from key customers led to a significant change or improvement in Useberry’s services?
One major improvement sparked by customer feedback was an overhaul of our heatmap feature. Some of our key customers, particularly those deep into detailed UX research, needed more granularity and customization to get the most out of their data. Although our heatmaps were already quite popular, we listened and revamped the heatmap tool to include advanced filtering and improved visual clarity, making it easier to interpret the data and draw actionable insights. As a result, we ended up with a much more advanced heatmap feature than what we had started with. This upgrade not only improved our platform’s value for existing users but also drew in new customers looking for top-notch UX research tools.
There are more exciting updates on our roadmap, some of which have been sparked by user feedback as well!
Could you describe a memorable experience from a recent industry event or conference that had a significant impact on you or Useberry?
One experience that stands out happened last year in London where we were scheduled to present Useberry to a large audience. We had prepared for weeks, excited to showcase our latest features and insights. However, just as we began our presentation, there was an unexpected technical issue that prevented us from running our live demo as planned. In that moment, we felt disappointment, worried that all our preparation was unraveling. But what truly stood out was the audience’s reaction. Instead of frustration, they showed us incredible empathy and patience. Their support transformed what could have been a stressful situation into an opportunity for connection.
After the presentation, we were amazed to see our booth buzzing with attendees who were eager to learn more about Useberry. Many expressed appreciation for how we handled the situation and were enthusiastic about exploring our platform further. This was a great experience that showed imperfections and unexpected challenges can lead to meaningful engagements and opportunities for connections.
You’re known for your love of cooking. If you were to create a dish that represents Useberry, what would it be and why?
If Useberry were a dish, it would be a “Fusion Tasting Platter.” It would feature a variety of small, expertly crafted bites from different cuisines, symbolizing the diverse functionalities and versatility of our platform. Just like how a tasting platter offers a spectrum of flavors, Useberry provides a comprehensive suite of tools for various aspects of user research. If one of those bites really hits the spot for you, rest assured that we have it as a full portion as well!
Bill Kirimkiridis
Bill Kirimkiridis is not just a co-founder but also the technical heart of Useberry. His extensive experience as a developer and technical lead has been vital in shaping the technical strategies that propel Useberry forward. He has his fingerprints on every line of code that powers our platform.
Bill brings a rich reservoir of knowledge and experience to Useberry, but he is not just about algorithms and code! His leadership is instrumental in translating complex user needs into simple, effective solutions that resonate with Useberry’s clientele. From the backend to the boardroom, Bill ensures that Useberry not only stays ahead of the curve but also sets new benchmarks in UX research.
When he can sneak out of the office, Bill loves to explore new places! He is an avid traveler who enjoys exploring cultures and landscapes all over the world. His love for travel not only fuels his creativity but also enriches his perspective, contributing to his holistic approach to software development and leadership at Useberry.
How do you define Useberry’s technology vision, and what are the key elements that influence your decisions on the company’s technological roadmap?
Our tech vision at Useberry is all about providing a seamless, intuitive platform for user experience testing and analytics, built on cutting-edge tech to deliver reliable, insightful data. There are many elements that we need to consider when building our roadmap, some of the key elements influencing our roadmap include user needs and feedback, scalability and performance, data security and privacy, and emerging technologies. We need to consider the impact of all these elements and find a good balance to have a strong future outlook for a technological roadmap.
As a founder and technical leader, what do you consider your most important role in shaping the future of Useberry?
Of course, our roles cover a wide range of duties but I consider establishing and maintaining a strong technical foundation as my “key” role. This means setting the long-term tech strategy, staying on top of industry trends, and ensuring our software is high-quality, reliable and meets our users’ needs. Probably a close second would be supervising the development team and overseeing their training and growth. I am proud of their growth and achievements as much as Useberry’s.
How do you maintain high standards in coding, and could you share an example of a challenge you faced while coding for Useberry?
We keep our coding standards high through best practices like code reviews, automated testing, and continuous integration/continuous deployment (CI/CD) pipelines. A clean and maintainable code with clear documentation goes a long way when it comes to maintaining your standards as well.
A significant challenge we tackled was optimizing our data analytics pipeline to handle massive volumes of user interaction data. Initially, our system struggled with latency and performance issues as the data load increased. To address this, we re-architected the pipeline using a more scalable microservices approach, incorporated efficient data indexing, and implemented caching mechanisms. This not only improved the system’s performance but also reduced processing time, enabling faster delivery of insights to our users.
How do you prepare for representing Useberry at industry events, and what are your goals when attending such gatherings?
I approach industry events with a mix of excitement and genuine curiosity. While I’m deeply involved in shaping our platform and enjoy doing my work from “behind the scenes”, I choose to be front and center at these gatherings because the best ideas come from real conversations with real people. For me, these events aren’t just about showcasing what we’ve built; they’re about connecting with you, understanding your challenges, and exploring solutions from different angles. My preparation goes beyond knowing the latest trends; it’s about being ready to listen and engage with your unique perspective.
What truly excites me is meeting people who share our passion for user experience. I’m here to understand your world, hear your stories, and see how we can innovate together. Whether at our booth or over a coffee, I’m eager to connect, collaborate, and hopefully spark something great. I believe great connections are born out of these authentic, face-to-face interactions.
So, if you’re attending an event where we will be, I’d love to meet you. Let’s chat about your goals, challenges, and how Useberry can help push the boundaries of what’s possible. This is a genuine invitation! If this sounds like fun, check out the Useberry events page to see where we’ll be this year. Come find us, and let’s chat!
Can you discuss how you collaborate with designers and developers to align product features with user requirements?
Collaboration at Useberry is about uniting a talented team that genuinely cares about creating something amazing. I ensure designers and developers feel connected to the product and each other through regular cross-functional meetings where we share ideas, feedback, and technical insights. Involving the whole team in user research and usability testing helps everyone stay close to our users and motivates them by showing the real-world impact of our work.
We don’t just hand off designs; we iterate together, refining based on feedback from users and each other. This approach makes discussions more constructive and leads to a final product everyone is proud to have contributed to.
Clear, open communication is key to our collaboration. We regularly discuss priorities, timelines, challenges, and successes, which prevents miscommunications and strengthens our team spirit, keeping us aligned.
As an avid traveler, if you could pick any place in the world to open a new Useberry office, where would it be and why?
If I could open a new Useberry office anywhere, it would be in Amsterdam. The city is a tech innovation hub with a vibrant startup scene, offering a great work-life balance and top-notch infrastructure. Its multicultural environment would bring diverse perspectives, which is invaluable for a company focused on user experience. Plus, its strategic location in Europe makes it the perfect base for expanding our reach across the continent!
In this special edition, we have a unique section where we pose the same set of questions to both founders. Friends since their childhood days in the beautiful town of Ioannina, Greece, Teo and Bill have not only shared memories and milestones but also a vision that would eventually materialize as Useberry:
What was the “eureka” moment for starting Useberry? How did your shared history help shape the company’s mission and values?
Our “eureka” moment came when we both realized that the user testing tools available were either too complicated or just didn’t offer the insights needed for effective usability testing. This led us to create a solution that addressed these pain points. We both believed that we could build something that was both powerful and user-friendly. This realization, combined with our passion for improving user experiences, led us to create a solution that addressed these pain points.
Growing up together in Ioannina, Greece, we learned early on the value of collaboration and communication. This foundation of trust and mutual understanding has deeply influenced Useberry’s mission to be transparent, user-centric, and driven by empathy. Our personal bond shaped a company culture that’s rooted in these values, making them central to everything we do at Useberry. It is not always easy to get along with a business partner but we have tackled many challenges together even before starting Useberry and had many common experiences which helped us a lot on our professional journey. Having a partner that you can rely on made the tough challenges of building a tech startup a little easier to deal with.
In your view, what is the most crucial role you play as a leader at Useberry?
As leaders, our most important role is setting the vision for Useberry, rallying the team around it, and fostering an environment where they can be productive. We are here to define the company’s strategic direction and make sure everyone is on the same page, working toward the shared goals we have set. Beyond strategy, we focus on fostering a positive company culture where innovation thrives and every team member feels valued.
Creating an environment where your members can feel motivated to work is not always easy, the work itself can be very challenging at times and we want to be as supportive as we can, not add more to their workload. No one should feel like we are looking over their shoulders at work or micromanaging their tasks. We were careful to pick individuals who are talented as well as a “good fit” to our work culture to be a part of Useberry and trust them to do the work that they signed up for.
We also make sure to maintain open communication and be supportive to create an environment where our employees can grow alongside the company.
How do you ensure you stay connected and in tune with your employees, especially as the company and workloads grow?
Staying connected with our team is all about maintaining regular communication and being accessible. We hold bi-weekly meetings to share updates and discuss upcoming challenges, and we encourage an open-door policy where team members can freely express concerns, ideas, and feedback. Additionally, we make time for one-on-one meetings with team leads and key staff to understand their perspectives and address any issues early on. We also believe in the power of team-building activities and social events to foster a sense of community and keep everyone engaged.
The workload is growing but so is our team so hopefully we will stay ahead of the demanding tasks! In all seriousness, there will be times when we might be more demanding during key moments such as the week of a new feature launch for example but we have to balance that out with being more relaxed at other times. It is a give-and-take and we also need to stay in tune with our team to know when they need a break.
What key advice would you give to new entrepreneurs, business owners, or managers who are just starting their journey?
Our advice to new entrepreneurs is to focus on solving a real problem. This will be the core of your value proposition. Build a strong team around you, surround yourself with people who complement your skills, and share your vision. Stay resilient, as the entrepreneurial journey is full of ups and downs. Keep your customers at the forefront, continuously seek feedback to improve your product, and manage your finances wisely, especially in the early stages. Do not wait until you have a “perfect” product to reach out to potential partners. Start building relationships early on and make strategic alliances with like-minded businesses or people who align with your vision.
Looking back at the inception of Useberry, what is one thing you would do differently if you were starting up today?
If we could start over, we’d prioritize building strategic partnerships earlier in the process. While we were focused on perfecting our product, we could have benefited from establishing alliances with other companies to expand our reach and credibility simultaneously. These partnerships would have provided valuable insights, additional resources, and potentially quicker access to broader markets. Engaging with these networks earlier would have accelerated our growth and helped us navigate the challenges of scaling a startup.
Having grown up in Ioannina, Greece, together, could you share a favorite memory from your childhood that reflects the dynamic of your partnership today?
One of our favorite memories from childhood is the countless hours we spent playing adventure PC games together in Bill’s basement. Imagine two kids huddled around a flickering monitor, armed with snacks and an unbreakable resolve to conquer every level. We got so immersed in the games that we would miss dinner (or get dragged out of the basement)! Our dynamic was clear from the start, one of us was the tech wizard, solving puzzles and technical challenges, while the other was the master strategist, mapping out our next moves. This playful partnership mirrors how we run Useberry today. The teamwork, communication, and complementary skills that helped us level up in games are the same ones driving our success now. Just like back then, we rely on each other’s strengths to navigate challenges and push forward, making the journey as fun and exciting as those epic gaming sessions.
If you were to switch roles for a week, what would be the first thing you’d do in his position?
Teo: No, thanks!! Hahaha
Bill: Whaaaat?
Running a tech company like Useberry undoubtedly comes with its set of unseen challenges and routine tasks. Could each of you share something about the ‘less glamorous’ side of your day-to-day responsibilities that people might not be aware of?
Bill: A less glamorous aspect of my day-to-day responsibilities is managing technical debt and ensuring our codebase stays clean and maintainable. This involves reviewing old code, refactoring, and dealing with bugs that arise from legacy systems. It’s crucial but tedious work that ensures the long-term stability and scalability of our platform.
Teo: On the business side, the less visible tasks include handling administrative duties like contracts, legal paperwork, and financial audits. These are critical for keeping the business compliant and secure, but they can be time-consuming and often require meticulous attention to detail and hours of careful reading of not so exciting text.
As Useberry continues to grow, the role of each team leader and employee becomes increasingly pivotal. What specific qualities do you look for when selecting individuals to join your team or leadership position?
When selecting individuals for our team, we prioritize passion and enthusiasm for user experience, adaptability to new challenges and technologies, and of course, a collaborative spirit. We highly value problem-solving skills and try to get a diverse mix of analytical and creative minds that are necessary for the success of Useberry. Both of us would like our team members to be critical thinkers but they also have to be a good fit for our culture and align with our values of transparency, empathy, and continuous improvement. We have quite a high energy team, and our “collaboration” doesn’t just end with work tasks. We play music in the office regularly, joke around, order take out together, go out for drinks after work spontaneously, so what we are looking for is a lot more than just individuals who will keep their heads down and do the work.
Conclusion
As we close this chapter of the “Life at Useberry” series, it’s evident that Teo and Bill’s unique partnership has laid the foundation for our success. From their early days in Ioannina to leading a cutting-edge tech company, their journey is a testament to the power of collaboration, trust, and shared vision. Their hands-on approach, whether refining a product feature or ensuring open communication, reflects their commitment to both our team and users. With them at the helm, Useberry will continue to grow and innovate. Stay tuned as we continue to share more stories from the incredible teams that make Useberry thrive!
Would you like to join us?
Check our careers page for open positions:
