At Useberry, UX isn’t just a feature, it’s the backbone of everything we do. From research to design, our UX team is at the heart of making sure the platform actually delivers what we promise: helping businesses improve their UX with user testing that’s seamless, insightful, and even fun.
But what’s it like to be the one designing for designers? Testing for testers? Crafting a user experience that literally helps others refine their own UX?
To answer that, we’re pulling back the curtain and introducing the talented minds behind Useberry’s UX. You may recognize George from a previous Life at Useberry feature, but this time, we are highlighting his role in UX and product design. Alongside him, we have Harry, our UX research expert who’s equally skilled at uncovering user insights and fixing whatever’s broken, and Jorge, the designer with an eye for detail and a knack for turning ideas into beautifully intuitive interfaces.
So let’s meet the people making Useberry’s UX as seamless as the insights we help deliver:
Harry Karanatsios, Senior UX Researcher
Intro
If there’s one thing Harry knows, it’s how to uncover what users really think, even when they don’t say it out loud. With a decade of experience in UX research, he’s worked across industries ranging from e-gaming and telecom to government and retail, always striving to bridge the gap between business goals and user needs.
Harry’s background in Computer Science from the University of Piraeus and Human-Centered Systems from the City University London gives him a unique perspective almost as if he connected data-driven and human-centric points of views in his own background. Part analytical, part empathetic, he is passionate about UX strategy, accessibility, and the role of emerging tech. When he is not deep into user insights, you’ll find him on the basketball court, snowboarding down a mountain, or fixing things just for the challenge of it.
Although he forgot to mention it in his notes, I can personally say that you might also find him spending quality time with his son who made a celebrity guest appearance on our slack calls a couple times.
Questions
You’ve worked across multiple industries from gaming and telecom to government and retail. How did these different experiences shape your approach to UX research?
Each industry has its own user expectations, constraints, and challenges, which has made me more adaptable as a researcher. In gaming, Usability, engagement and compliance were crucial, whereas in government projects, accessibility and understanding user needs took center stage. These experiences have reinforced the importance of context in UX research, my biggest takeaway was always remembering that what works in one industry or even one product might not translate directly to another.
What was your first impression of Useberry when you joined four years ago? Has anything surprised you along the way?
My first impression with Useberry was before I start working for the company. I recall picking Useberry as a UXR tool for my team out of a plethora of other tools and what stunned me was the appetite the founders had (and have) to create a user centric product. I remember getting into a call with Teo and Bill to provide feedback and improvements for the platform.
Once I joined the Useberry team, I realized that Useberry is ambitious, fast-moving company with a strong focus on User Experience. What surprised me the most is how quickly the team adapted to industry trends and customer needs. I’ve seen the platform evolve significantly, making user research more accessible to teams of all sizes. Most importantly, the level of collaboration between departments has also been a pleasant surprise! Research isn’t siloed, but actively informs product decisions which is really motivating for a researcher like me.
What’s one UX research lesson you wish you had learned sooner?
That research doesn’t have to be perfect to be valuable. Early in my career, I focused too much on perfecting methodologies and overanalyzing data. With time, I’ve learned that sometimes, quick-and-dirty research can be just as impactful. The key is to balance doing thorough research within your time constraints. Have some actionable insights ready when they’re needed rather than building the “perfect” study.
Walk us through a typical day in your role. What does a UX Researcher actually do?
No two days are the same, but a typical day includes a mix of planning, execution, and collaboration. I might start by reviewing ongoing research studies, analyzing user feedback, or preparing for usability tests. Then, I’ll meet with designers, product managers, and developers to ensure our research findings are being implemented. Some days involve customer calls or stakeholder presentations, where I advocate for user needs. It’s a mix of deep focus and cross-functional teamwork.
One of your passions is accessibility. What’s one UX mistake that companies often make when it comes to inclusive design?
A common mistake is treating accessibility as an afterthought. Many companies design first and then try to “add” accessibility later, which often leads to band-aid solutions. Instead, accessibility should be integrated from the start. Things like color contrast, keyboard navigation, and screen reader compatibility should be baked into the design process from the get go.
Another mistake is that accessibility is approached (by product teams and stakeholders) as a checklist to meet specific standards (WCAG guidelines) and they focus only on the technical aspects of accessibility. As a result, the human interaction aspect is often lost, and accessibility is not achieved.
Another big mistake is assuming that accessibility only benefits people with disabilities; in reality, an accessible design improves the experience for everyone.
“Emerging tech” is changing how we research user behavior. What excites you most about the future of UX research?
AI-powered research tools are exciting because they allow us to analyze vast amounts of qualitative and quantitative data faster. Keep in mind that supervising and validating the results provided by AI is very important. I’m also fascinated by augmented reality (AR), virtual reality(VR), the car industry and robotics, for a plethora of reason..one of which is practicing UXR and understanding the challenges of each space to improve my personal knowledge and domain/industry experience.
We’ve noticed that you sometimes jump into customer demo calls, how did that come about? What value do you think UX researchers bring to those conversations?
It started organically, I wanted to hear first hand (from potential customers) what a UX testing platform should offer for them to adopt it (needs and expectation) while at the same time better understand they challenges they are currently facing (process, tools, etc). Being in these calls helps me gather raw, unfiltered insights that might not come up in structured studies. Of course we collect data via other methods in different stages of the Customer Journey to triangulate our findings.
What’s one myth about UX research that you wish more people understood?
That UX research is just about usability testing. While usability is important, research goes far beyond that, including exploratory research, competitive analysis, behavioral studies, and even psychological principles. UX research isn’t just about fixing design issues; it’s about understanding people, their motivations, needs, challenges they face, and how they interact with technology.
If you could run one dream UX study, no limits, what would you research?
I would like to run study to summarize the UX platform industry. We see a lot of surveys being conducted around UX tools, but non of these studies has gone into measuring and comparing the UX of each of these tools or aspects of these tools. Also see a lot of marketing related comparisons of tools which are most of the times biased and many times spread misinformation, as marketing teams have the goal to sell their product.
We know you’re good at fixing things, but what’s one thing you’re terrible at fixing?
In Greece, houses commonly use shutters to block the sun from getting in. The most difficult thing I have fixed (in fact repaired) was a Wooden Shutter back from 1958.
Useberry has a strong collaborative culture in general, how does it shape your work as a researcher? Do you consider teamwork playing a major role in UX Research?
Absolutely. UX research doesn’t exist in isolation, it’s most impactful when shared and acted upon. At Useberry, collaboration means researchers work closely with designers, developers, and product managers and C-level to ensure insights are actionable. Having an open, feedback-driven culture makes it easier to validate ideas, iterate quickly, and keep user needs at the center of decision-making.
I apologize for putting you on the spot with this age old question, how do you recommend balancing user needs with business goals? How do you feel about the way it is navigated at Useberry?
It’s a constant balancing act, but the key is finding solutions that serve both users and the business. The best UX outcomes happen when user needs and business goals align, happy users lead to long-term success. At Useberry, we navigate this by integrating research early in the process, ensuring that decisions are informed by data rather than assumptions. It’s not always easy, but having leadership that values research makes a big difference.
George Kordatos, Head of Design
Intro
If George’s name sounds familiar, that’s because this isn’t his first time in the Life at Useberry spotlight. Last time, we introduced him as the Head of Design behind Useberry’s creative design force. This time, we’re shifting the focus to his role in UX and product design, where he leads the charge in crafting seamless user experiences.
With a background in product and systems design engineering, George has been shaping Useberry’s UX and product design for over five years. He has been helping build the platform’s UX, product, and visual identity from the ground up. Now, as Head of Design, he ensures that every design decision is user-driven, intuitive, and aligned with real-world needs.
When he’s not refining workflows and user interfaces, he’s probably lifting weights, biking, or taking on another problem-solving challenge, whether it’s in design or everyday life. Looking at the state of Useberry’s UX vs. his gains… let’s just say he is better at design challenges.
Questions
You’ve been shaping Useberry’s UX since the early days. What’s one major change on the platform that you are particularly proud of?
One of the biggest UX milestones I’m most proud of was the launch of Useberry 3.0. This wasn’t just a redesign, it was a full transformation of the platform, from the technology stack to the business model. With this update, Useberry took a foundational step towards becoming a truly all-in-one UX research platform. We restructured the entire experience to be more intuitive, flexible, and powerful, making research faster and more efficient for teams.
I wish I was answering this question by the end of the year.. 3.0 was a big step forward, but we are not slowing down. We have some exciting updates coming this year that will take things even further but I’m afraid, I can’t talk about them yet. 🙂
You oversee both UX and creative design. How does your mindset shift when switching between these two roles?
When working on UX and product design, my mindset is strategic and analytical. I focus on user flows, usability, and data-driven decisions to make sure every interaction is intuitive and efficient. It’s about solving problems, optimizing processes, and helping users achieve their goals as smoothly as possible.
Creative design, on the other hand, is more emotional and expressive. I work closely with Mike and Mary from the Digital Design team to build and maintain a strong visual identity that makes Useberry both functional and memorable.
One of my biggest priorities is brand consistency across everything we do, from the product interface to marketing materials. No matter where users interact with Useberry, the experience should feel seamless and instantly recognizable.
What’s a common UX assumption that you think should be challenged more often?
One common UX assumption that I think we should challenge more often is the idea that users always know what they want. While user feedback is incredibly valuable, people tend to express their needs based on what they’ve seen or experienced before, not necessarily what would work best for them.
As designers, it’s our job to not just listen but to dig deeper, observe their behavior, and anticipate needs they might not even realize they have. Sometimes, asking users directly can only take us so far. We need to combine direct feedback with insights from testing, data, and real-world behavior to uncover issues and opportunities that users may not be aware of.
Over the years, other designers have grown under your mentorship and moved on to new roles. What’s the most rewarding part of seeing your team evolve?
The most rewarding part of seeing my team evolve is knowing I’ve helped shape their growth, particularly in areas like design systems, component structures, and creating experiences that the dev team can handle. I also focus on teaching them how to build fully interactive and realistic prototypes for presenting to management and preparing for usability testing. Seeing designers develop their skills, gain confidence, and eventually take on new challenges is quite rewarding as well.
At Useberry, our goal is to create seamless user experiences. I believe that mentality shouldn’t just stop at the product design. I aim to have the same kind of experiences in our work culture similar to what we aspire to have in our products. No one’s work should be made harder unnecessarily here and problematic interactions are redesigned on the next iteration. 😛
What’s your approach to balancing usability and aesthetics in UX design?
For me, balancing usability and aesthetics comes down to making sure the design works well first, then making it look great. I start by focusing on functionality to make sure that the design has to be intuitive and easy to use. Once that’s in place, I layer on the visuals, making sure they’re engaging without getting in the way of the experience. Good design should feel both aesthetic and functional, with the visuals enhancing the usability, not distracting from it.
If you could give just one piece of advice a designer starting in UX, what would it be?
If I had to give just one piece of advice, it would be to really get to know your users. It’s easy to get caught up in the latest tools or trends, but at the end of the day, your designs should help people. Spend time watching how they use things, ask questions, and test your ideas with them. The more you understand their needs, the better your designs will be.
We joke about your gym gains, but let’s be real, what’s harder? Solving a tricky UX challenge or hitting a new PR at the gym?
Solving a tricky UX challenge is definitely harder. In UX, you’re constantly balancing user needs, business goals, and design constraints. After all that, just when you think you’ve got it right, user behavior shifts, and you’re back to the drawing board for round 2.
At the gym, hitting a new PR is tough, but the process is more straightforward: train, push limits, repeat. In UX, there’s no one-size-fits-all solution, and sometimes the best answer isn’t even what you expected. Both take effort, but in different ways!
If you could steal a UX feature from any product out there and bring it into Useberry, what would it be? (aaand is it on the road map?)
I envision Useberry as the ultimate all-in-one UX research platform, where teams can manage everything from unmoderated to moderated research in one place. So, if I could borrow a feature, it would definitely be from Figma, since they’re the industry leader in design tools. Being able to jump into a design as a team and edit in real time together is really fun which is something that draws me to Figma while designing but it is not on our roadmap. Although we have great collaborative features at Useberry, real-time collaboration is not a priority for us at the moment. 🙂
The UX team has gone through many changes over time. How do you foster a strong team dynamic in this environment?
I focus on creating an open, supportive culture where everyone feels heard and valued. We collaborate closely, share feedback regularly, and celebrate progress together. It’s about making sure the team feels connected and supported, especially through all the changes. Sometimes, its the little things! I quickly realized that nothing boosts the team energy like our morning ritual at the Blue Grain Coffee Shop next to our office which became our unofficial hub. You know, its the quick chats, laughs, and a small does of harmless daily gossip.
What is one part of Useberry that you think makes it a great place for UX designers to grow?
Useberry is a great place for UX designers to grow because we’re building a platform that’s all about UX research and that’s really challenging. Designing a tool that helps designers test and improve their work forces us to constantly think critically about the user experience. We don’t just follow best practices; we question them, refine them, and sometimes even redefine them.
It’s a hands-on environment where we’re always learning, experimenting, and pushing ourselves to do better. And the best part? You’re surrounded by a team that values collaboration, creativity, and making sure no detail goes unnoticed.
George “Jorge” Prentzas – Product Designer
Intro
George (Jorge) has spent a decade shaping digital experiences, blending creativity and function across multiple industries. Before settling on UI/UX and product design, he made his mark as an art director in advertising and digital agencies, crafting visuals that didn’t just look good but told compelling stories.
He brings that same storytelling mindset to UX design, ensuring that every interface feels intuitive and engaging. His professional interests span design systems, accessibility, and the latest design trends, always looking for ways to create products that are both beautiful and effortless to use.
Outside of work, Jorge is always on the move. Whether it’s running long distances, traveling abroad, or exploring winding roads on his motorcycle, he thrives on adventure. But whenever he does make a stop, you can be sure that he will take a photo of it!
Questions
You started your career as an art director in advertising before moving into UX design. What made you make the switch?
I started my career as a digital designer in agencies and advertising companies, working on a mix of creative projects. Among my daily tasks, there were always UI/UX-related projects, and I found myself naturally drawn to the problem-solving side of design. I enjoyed the challenge of not just making things look good, but making them work better.
Over time, I realized that what excited me most was the logic behind product design, understanding user behavior, structuring intuitive interfaces, and refining digital experiences with real data. When the right opportunity came along, I made the shift to Product Design, this time from the product side, where I could focus on long-term design solutions rather than one-off campaigns. It was a natural evolution, and I haven’t looked back.
You’ve been at Useberry for a year and a half now. What’s something unique about working on UX here compared to your past experiences?
At Useberry, I have the opportunity to grow in the field I’m passionate about while working on a highly interesting product that plays a crucial role in every product designer’s workflow worldwide. For me, it’s a win-win situation! I am learning, designing, and improving a product that helps others do the same.
If you had to describe your UX design philosophy in three words max, what would they be?
Detach everything. 😂 💥 The nature of the field requires a methodical approach, continuous testing, and prototyping. UX is all about stepping back, breaking things down, and testing every assumption. You can’t get too attached to any one idea because the best solutions come from iteration and real user feedback.
You focus a lot on design systems and accessibility. What’s one principle that guides your work?
Detach is the magic option in here! 😆 I strive to design even the most complex things in a simple and smart way, making it easy for the team to understand how they work. If the team can grasp how a system works instantly, then I know I’ve done my job. My focus is always on keeping things consistent with our product while making sure we meet the needs of our users.
We know you love exploring new design trends. Are there any emerging UX trends that you think will shape the future of digital products?
I believe the rise of artificial intelligence will give many designers the opportunity to create exciting projects and products. It’s already transforming how we design and interact with digital products, and I think it will push designers to create experiences that feel even more seamless and adaptive. There’s a huge opportunity to build smarter, more intuitive products at a pace that would be impossible a decade ago.
If you could redesign one everyday experience (outside of tech), what would you love to improve?
I would try to restart the traffic flow in the city I live in, especially the traffic lights I encounter on my way to work. 🚦
You’re an avid photographer. Do you ever find yourself critiquing UI like it’s a photo composition?
I believe visual communication shares many common principles across its different forms, always adapting to the rules of each medium. So, my answer is yes, I’ve done it a few times.
Between long-distance running, traveling, and motorcycling, where do you get your best design ideas? Do you think your hobbies inspire your work or your inspiration comes from professional sources only? Sunday long runs definitely give you plenty of time to think about everything!
You have worked at different industries and companies before joining Useberry. Is there anything about the environment at Useberry that felt surprising or stood out differently?
Answered below on the next question. 🙂
Every company wants to be structured but design requires creative and freedom. What do you think of Useberry’s approach to balancing creative freedom vs consistency in product design?
I’ll answer both questions with a single response, as I believe my answer overlaps with both aspects.
Having worked in various professional environments, I was deeply impressed by how warmly the team welcomed me. From the very beginning, we bonded exceptionally well, and it felt as if I had been part of the team for years. I genuinely believe that my personality and working style align well with the team’s culture.
On the creative side, George possesses both the soft skills and the professional expertise that make him an invaluable mentor. Despite my relatively short time at the company, the experience I’ve gained feels far greater than the time I’ve spent here. There is always room for creative freedom, grounded in respect for our product. This is largely due to the company recognizing and valuing the skills I bring to the table.
Conclusion
Whether it’s leading product design decisions, running research studies, or refining the details of every interaction, this team makes sure Useberry stays true to its mission: helping businesses improve their UX with smarter testing and research. While the UX team is constantly transforming, mentoring new talent, shaping the next generation of designers, and seeing junior team members grow into new roles, one thing remains the same:
Useberry is committed to delivering a platform that is as user-friendly as the insights it provides. So next time you run a test, make a design decision, or analyze a research report, just know: this team has put just as much thought into your experience as you have into improving your users’.
And if you ever catch George skipping leg day, Harry fixing something that wasn’t broken, or Jorge on the scenic route, just know, it’s all part of the process.
