User Experience Consulting

User research and information architecture design for profitable, user-friendly websites and apps in Hong Kong, China and other Asian countries.

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Societe Generale AI Tech day

Societe Generale AI Tech Day 2017

Invited by Societe Generale Hong Kong to join the panel and share the importance of empathy on user experience when applying big data as well as AI.

Shantou University China website

Usability testing for MySTU 2016

We helped Friends of Shantou University Limited to enhance the ease of use and usage rates of Shantou University’s internet, MySTU.


Designing through Disruption 2017

Appointed as panelist expert of 2017 APSMA Asia Annual Conference, we discussed design thinking and the processes of applying it in day to day environment.

Usability testing

Usability Testing

Observe how your target users complete important tasks and identify design problems and fixes. Cantonese, English, and Mandarin test moderation available.

We can provide one-stop testing services in Hong Kong, China, other Asian countries and London.

What is Usability Testing?

Usability Review

Usability Review

Identify potential problems with your product by assessing its compliance with industry-standard usability guidelines, usability heuristics, and professional experience.

Competitive analysis

Competitive Analysis

Avoid your competitors’ mistakes and do what they do better.

In-depth interview

In-Depth Interview

Understand your target users’ behaviors, needs, expectations, and concerns.

Contextual inquiry

Contextual Inquiry

Identify your target users’ behaviors, needs, expectations, and concerns in real environments.

Remote usability testing

Remote Usability Testing

Affordably observe how overseas target users complete important tasks and identify design problems and fixes.

eye tracking

Eye Tracking

Find out whether important elements of your product are getting the attention they need.

Can eye tracking help to improve user experience?

information architecture and wireframing

Information Architecture and Wireframing

Design a more user-centric wireframe, website structure, and navigation system based on user research.

UX training

UX Training

Get custom training materials and workshops for your team.


Through our clients, we have served companies such as AXA, Aviva, Bupa, Direct Asia, Manulife, Swiss Re, American Express, HSBC, PayPal, Asia Miles, Global Sources,, Marina Bay Sands Hotel, Herbert Smith Freehills and British Council, etc.

Is UX consulting expensive?
Expensive or cheap is very subjective. We did various projects with mixed budgets. Surely, applying UX along the process of development is costly. I won’t deny. Nevertheless, it’s also flexible that you can take different approaches to gain the advantages of UX consulting.
Doing usability testing is comparatively expensive since costs of venue, recruitment and equipments are all inevitable. If your budget is tight, it’s definitely fine having UX expert review at the early development stage, for example, refining the prototypes to clean up all usability heuristics. Until semi-finished product is ready, users-involved testing can be adopted.

Why researching/testing in Hong Kong?
If your product or service targeting Asia, you should consider conducting user research or usability testing in Hong Kong.
Hong Kong is a Chinese community with long history of east meet west. We are pioneer in culture, technology and business. We embrace our traditions and absorb the merits of western culture. Hong Kong users have unique attitudes and patterns that widely influence Mainland Chinese, Taiwanese and South-East Asia Chinese.


CoolGranite (formerly AddiThink) generates product improvement strategies for prototypes and products that lead to higher conversion rates and happier users.

We partner with clients in Asia, Hong Kong, Europe, and the US to optimize user experience. Taking a consultative approach, we’ll guide you through every stage of user research and conceptual design for more profitable, user-friendly websites and apps.

Ada Yuen

Research and Managing Director

See Ada Yuen's LinkedIn profile

With over a decade of comprehensive UX experience, Ada Yuen’s background in strategy, design, and execution drives conversions and ROI for web-based and app experiences. By partnering with your company’s stakeholders at every phase of the UX lifecycle, Ada adds value to conceptual, high-level, and interaction design.

Ada earned an MPhil and BS In Computer Science, and enjoyed early success in a development role for multinational clients including National Computer Systems. She has worked with both established and start-up UX firms, collaborated with large user-research teams, and founded a successful usability consultancy.

Ada is passionate about UX. She frequently attends thought leadership and professional development events in the industry and uses that knowledge to generate results for you. Whether partnering with startups on product vision or resolving time-sensitive release issues for multinational corporations, she works strategically and proactively on your behalf.

Ada currently resides in Hong Kong and works with clients worldwide to create functional, intelligent, and responsive design.

Ying Wei Toh

Research Partner

See Ying Wei Toh's LinkedIn profile

Ying Wei is a UX consultant with over nine years of experience in the digital industry. She helps clients to discover new product and service opportunities to entice and engage their target customers.

Ying Wei has a Master’s degree in Interaction Design from Kookmin University in Seoul and a Bachelor's degree in Interface Design from Multimedia University in Malaysia. She enjoys working in a team to tackle complex problems, improve and deliver engaging product solutions. Her research is based on design thinking and user-centred design approach. She has worked with global companies like Autodesk, EF Kids and Teens, EF Lab(China), SEEK Asia(Hong Kong), HeathWallace, Radica and EventXtra.

Motivated by her outgoing and cheerful personalities, Ying Wei has worked in a number of Asia countries including Singapore, Seoul, China, Hong Kong and Malaysia. Currently, Ying Wei resides in Johor Bahru, Malaysia. Her specialties include UX research, product design and management in agile process.

Maggie Lee

Business Strategy and Development Director

See Maggie Lee's LinkedIn profile

With extensive background in business development and management roles in various industries’ sectors and knowledge in user experience, Maggie understands what businesses and customers want and how to solve their problems in the best ways.

Maggie has taken User Experience course in General Assembly, B.A. in Finance from University of Southern California, B.A in Music from Chinese University and Advance Japanese Diploma in Tokyo.

A curious freelance user experience designer/researcher and UX advocate who also understands business and users’ needs, Maggie has been using her expertise and knowledge in business, finance and manufacturing sectors to develop business for CoolGranite.