User Experience Consulting

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

TGN BootCamp 2015

TGN BootCamp 2015

Conducted a workshop to teach the startup teams about the importance of user research in TGN BootCamp on October 1, 2015.

IoT Designathon

IoT Designathon 2015

Ran a workshop about the value of empathy in design and a workshop about the importance of usability testing for university students in IoT Designathon in October, 2015.

Global Sources

Global Sources User Research

Ran user tests to evaluate usability of Global Sources' new serviecs for global buyers at its trade show in October, 2015.

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.

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.

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.


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.

Andrea Lewis

Research Partner

See Andrea Lewis's LinkedIn profile

Andrea Lewis is a cyber-psychologist and digital strategist with over 15 years of experience in the online industry. In addition to handling UX research with CoolGranite’s clients in the UK and USA, she also leads user experience consultancy Ad Hoc Global. Andrea has been providing computer consulting services and human factors research for global brands. Her research is based on understanding and prioritising human needs around a product.

Andrea has an A.B. Psychology from Harvard and an MSc CyberPsychology from Nottingham Trent’s International Gaming Research Unit in the UK. She specialises in usability research for global brands and multinational organisations. Andrea continues to engage in psychology research with university and industry partners. She has a specific interest in how people incorporate digital media into their lives. Always curious about interactive media, mobile communication devices, and games as a platform for engagement and social change.

Andrea currently resides in London, and her specialties include user experience (UX) and usability research, interactive strategy, product development, information architecture, project management, marketing, and leveraging digital talent networks.

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.