Userlytics Founder CEO Alejandro Rivas Micoud Interview


Interview with Userlytics Founder and CEO Alejandro Rivas Micoud and his vision of the future of UX

Userlytics is a UX and Usability testing set of tools designed with a unique and valuable approach to acquiring data. Userlytics uses a highly customizable interface to enable researchers to create branching logic and split-path testing which in essence enables remote unmoderated usability testing to be much closer to a version of remote moderated usability testing, but in a massively scalable way.

I sat down to interview the founder and CEO of Userlytics, Alejandro Rivas Micoud, to learn more about him, his company, and what he sees as the potential future for UX.

In addition to creating the very successful usability testing firm Userlytics, Alejandro has had an amazingly varied past, including working in the nuclear power industry, creating several startups and high-growth telecom companies, and even taking up movie production and direction!

Watch the Interview with Alejandro Rivas Micoud

Alejandro Rivas Micoud

As with many in the UX field, Alejandro didn’t start his career in UX. It’s probably fairer to say that he more or less stumbled into it. As he shares with us in the interview, he was creating start-ups before, during and after the dot-com boom. But what he realized with each start-up was that without a solid base of a good user experience, the start-up would not be as successful as it could or should be.

The missing piece, he realized, was testing designs with real users, learning from them, and applying their input into the design and development process. He looked around for tools that would help him accomplish this, and finding none created his own, Userlytics.

Userlytics and Unmoderated Usability Testing

Alejandro mentions that the original concept for Userlytics was based on creating a simple but effective remote unmoderated usability testing tool, a tool he could use for testing his own start-up applications. But he quickly realized that his tool was useful not just for him, but for everyone who was interested in improving their user experience. Thus, Userlytics was born.

Today Userlytics offers much more than just remote unmoderated usability testing. In addition to this qualitative data, Userlytics has a variety of quantitative data that enables researchers to form a more complete picture about the user experience of their site or apps.

Why Userlytics is Different

I asked Alejandro why Userlytics is different versus the other online usability testing services. He explains in the interview that Userlytics has several differences that make it unique, including:

  1. Userlytics doesn’t use Professional Testers. Userlytics is focused on providing real people who match Personas and who rarely conducting testing. He explains that that’s not to imply that Professional Testers are not useful or a negative, it’s just his service focuses on non-professional testers.
  2. He also explains that Userlytics has advanced tools for quickly capturing quantitative data. Obtaining satisfaction score, SUS scores and related quantitative data is easy, fast and effective with the tool. By combining this data with the qualitative data, researchers can provide large data sets of information to help design and development teams make more informed decisions.
  3. Alejandro also mentioned the advanced branching logic and split-path testing ala “if yes, do this” “if no, do that.” That is a very powerful and very unique feature to Userlytics. Using the advanced branching logic usability testing tools, a researcher can create a scalable test that includes many of the follow-up features normally associated with remote moderated testing. In essence, Userlytics and the advanced testing paths provide a very scalable way to conduct dozens or even hundreds of tests that are very similar to remote moderated usability testing.

Userlytics and Localization

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Although English-speaking locations have traditionally been the dominant location for most Userlytics UX research users, the rapidly expanding worldwide growth of UX researchers and usability testers in non-English speaking countries has not gone unnoticed. Alejandro mentions that Userlytics is planning on introducing localization of the tool itself for many languages besides English.

Alejandro Rivas Micoud and the Future of UX

In the interview, I ask Alejandro about his thoughts on where the future of UX is going. As a CEO and thought-leader Alejandro has several very interesting opinions on where UX may be heading, and what the future of human computer interaction may look like.

Like many in the UX industry, Alejandro has observed the growth in the Virtual Reality, Augmented Reality and Mixed Reality space. His take on which one will be the predominate UX is interesting! It’s worth hearing his words directly, so watch the interview to learn more about where he thinks UX is headed and what it will mean for you and all of us in the future.

Beyond Userlytics, Alejandro’s Personal Vision

Finally, I asked Alejandro what he would like to focus on in the future, and not just with Userlytics. It may come as no surprise to you that he is focused on using technology to help improve the human condition. This includes enabling the transfer of knowledge and skills from more advanced regions of the world to other regions still struggling with poverty and or lack of education.

Alejandro’s  philanthropic vision calls for using a variety of technologies to help bring together these diverse groups of people. His vision for how to accomplish this is impressive, and sounds very possible given the vast improvements in technology in the past ten to twenty years. His long term goal is nothing less than helping spread education and the improvement of the human condition in ways that were not scalable or feasible until today, using a variety of tools to connect the world. I highly recommend watching this part of the interview to learn what he has to say on how his vision can be accomplished.

Conclusion: Interview with Userlytics CEO Alejandro Rivas Micoud

This interview with Userlytics CEO Alejandro Rivas Micoud is a reminder that one person can make a difference. Alejandro is one of the many UX thought-leaders I have enjoyed interviewing who have made a big impact on the User Experience world.

Userlytics enables scalable, affordable and amazingly quick usability testing and UX research studies. This has resulted in a much more useful and usable set of data from which design and development projects be improved.

When we think about the tools we use to test, evaluate and optimize UX, we often forget that behind the scenes there are many people, just like Alejandro, who are making a difference for all of us UX practitioners. And interestingly, these thought-leaders are not just focused on their own tools, but on using technologies in new and different ways to help people everywhere.

That’s why I so enjoy these interviews, it gives you and me a chance to learn what the potential future could look like if people like Alejandro continue to succeed.


Userlytics – A remote unmoderated usability testing tool with advanced branching logic feature, quantitative measurement tools and advanced sharing and reporting.

How to Conduct a Usability Review – Article e on what a usability review is, how to do one, and the correct methods and tools to use for non-biased results.

UX Research, the Biggest Bang for the Buck – Article on why UX research is mission critical for any successful business, website or app.

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