Strategy, research and design
We create services and products shaped on people’s needs, and people lead to growth.
Who we are
We are a team of seasoned professionals, veteran researchers, designers and strategists with over a hundred years of collective experience and hundreds of successful projects under our belts.We identify and develop new opportunities for business growth.
We are objective and unbiased. We challenge assumptions and seek out facts. Using behavioural research and a creative process, we help companies build the future.
Leadership
With over 20 years of experience in enterprise and startup technology companies, Shaun has led both private and public sector clients on the methods and business benefits of a design thinking perspective to product and service creation. Shaun has led Design Thinking teams in startups, enterprises, and consultancies – such as Shopify, Akendi, and Nortel’s flagship innovation group, Design Interpretive. As Managing Director for Akendi, Shaun led business strategy and market development, as well as contributing to their research programs, public speaking and training.
Building the business and growing the team, Akendi quickly became a leading provider of design thinking expertise in Canada. As Vice President of Business Development for Inuk Networks – part of the Wesley Clover group of companies, he led the startup IPTV service provider in their expansion from the United Kingdom into the North American marketplace. Inuk was acquired in May 2009. Previously, Shaun held leadership positions in business development, strategic marketing and market research at March Networks and Nortel Networks.. Shaun began his career in Boston as a product and market research consultant; he holds a Ph.D. in experimental psychology from Northeastern University.
Dominira Saul is a user experience architect with over 20 years of experience in human-computer interaction and design strategy. He began his formal study of HCI at Carleton University’s Human Oriented Technology Lab before completing a Master of Science in User Interface Design at London Guildhall University. Early in his career, Dominira co-founded usabilityagency.com in London, where he shaped user experiences for major brands like GE and Virgin through research and testing.
Returning to Canada, he consulted for clients including Export Development Canada before joining Maskery & Associates, later Macadamian Technologies, and then co-founding Akendi, where he served as Chief Experience Architect. During his tenure, Akendi became one of Canada’s premier UX consultancies, appearing on the Profit 500 list for fastest-growing companies. Dominira is also an educator, having taught at Carleton University and currently teaching UX in the Digital Transformation & Innovation program at the University of Ottawa. In 2020, he co-founded DFFRNT, a consulting firm that combines strategic insights with creative design to architect outstanding user experiences. He is passionate about applying design thinking to business strategy and empowering entrepreneurs to drive economic growth.
Scott Smith specializes in innovative research and design management, focusing on enhancing customer experiences and maximizing technology’s potential. He has extensive experience in Top Task Management, usability testing, telehealth, and product management, creating business opportunities through user needs analysis and workshops. His HR research improved job posting processes and telemedicine, reducing hospital visits. He has advised management clients in 14 countries.
Scott has held various management roles in product development, strategic planning, and design. His interests include business transformation, behavioural design principles, intellectual property, and prototyping solutions, with a strong background in technology adoption and market strategy.
Hilary Little is an interaction designer and UX strategist with over 25 years of experience in the digital space. She has led high-profile design projects for the Government of Canada and was part of the Cognos UX team in the late 90s, helping set the standard for corporate UX practices. Hilary founded Hilary Little Ideation & Design in 2001, specializing in eCommerce and digital transformation for small and medium-sized businesses.
Throughout her career, she has been a leader, educator, speaker, and advocate for innovation and change. Hilary has taught design at the post-secondary level and worked with hundreds of public and private clients to improve business outcomes through design thinking. She also volunteers her expertise as a design consultant for local and international charities, driven by a commitment to using design for meaningful impact.
Team
Elizabeth Rousseau is a user experience researcher with nearly a decade of experience in research design and facilitation. She holds a Master’s degree in Cognitive Science, a multidisciplinary field integrating neuroscience, linguistics, computer science, and psychology.
Elizabeth began her career as an independent contractor, taking on multi-week research projects that built her expertise across diverse topics. In one of her largest roles, she contributed to a major survey on homelessness in Montreal, where she managed English translations, scheduling, facilitation, and data entry.
Now at DFFRNT, Elizabeth applies her skills across a wide range of projects, leveraging strategic insights and rigorous analysis to inform outstanding user experiences. She is passionate about exploring complex problems through research and translating insights into meaningful design decisions.
Eric Hutt has a decade of experience in research and evaluation, with a particular interest in qualitative research and usability testing of all shapes and sizes. He has worked in both public and private sectors, and has experience with everything from physical products, paper letters and forms, and web content of all kinds.
Eric is a quick and decisive researcher, focused on delivering the highest quality insights and actionable recommendations - regardless of the constraints of the project. Eric is a Certified Usability Analyst and holds a Master's degree in Health Psychology from McGill University.
Tyler Bristow is a UX designer and educator with a background in advertising, mobile application design, and user interaction design. He holds a Bachelor of Design in Advertising from OCAD University and a diploma in Mobile Application Design and Development from Algonquin College.
Early in his career, Tyler spent time in South Korea to broaden his cultural perspective before returning to Canada to further his technical skills. As part of his studies, he helped develop the Ottawa Grassroots Festival’s mobile app, earning his team recognition at Algonquin’s Re/ACTION Showcase.
At DFFRNT, Tyler works on both private and public sector projects, focusing on creating user-centric solutions through wireframes, storyboards, user flows, and design guidelines. He is passionate about continuous learning and ensuring his students and clients benefit from current industry best practices.
Raphael Joseph is a UX designer and creative director with a strong background in human-centred design, visual strategy, and product development. He has worked across advertising, enterprise tech, and strategic design consulting, bringing over seven years of design experience to his projects.
Raphael started his career as a Visualizer at McCann Erickson in India before moving to Canada to deepen his expertise in interactive media and design thinking at Algonquin College. He has designed user flows, interfaces, and design systems for clients in sectors ranging from immigration and healthcare to cloud technology.
Raphael is known for his ability to blend aesthetics with function to create impactful and intuitive user experiences. He currently leads design projects at DFFRNT and holds a Bachelor’s degree in Mass Media Communications from Mumbai University along with postgraduate studies in Interactive Media Management and Human-Centred Design.
Samiha Sher has nearly a decade of cross-functional experience spanning public, private, and startup environments, with a growing specialization in user experience research and design operations. She began her career at the Canada Revenue Agency in criminal investigations, where she developed a strong analytical and process-driven approach.
After earning her Bachelor of Commerce from the University of Ottawa, she transitioned into SaaS sales, working at Kivuto and later at Slack as a founding member of the North American business development team. Her time in high-growth tech environments deepened her expertise in operational efficiency, team dynamics, and stakeholder management. Samiha has also advised several startups, including Thawrih and Litespace, supporting them in building sales processes and agile operations.
At DFFRNT, she leads project and operations management, overseeing cross-functional teams to deliver research and design that meet business goals. She supports all phases of the user research lifecycle, from planning to analysis and reporting.