As your trusted UX compass, ThisWaay helps ambitious startups and rapidly scaling businesses unravel the User Experience (UX) maze.
We translate customer and business needs into clear pathways, crafting practical experiences that drive growth and stoke user adoption.
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We build products that enable people to excel at their jobs. These featured companies operate in spaces such as fintech, medtech, IT, and transportation.
We engage with the end result in mind. Our guided projects, shown below, are designed so that our partners can derive the most value in the shortest amount of time.
For teams aiming to attract investors or scale intentionally post-investment, our engagements are specifically tailored to provide feasible and actionable solutions that align with your budget.
Premarket-fit companies looking to bring their vision to life and establish a solid UX foundation from the start.
Need to assess the UX maturity of a potential investment or portfolio company? Our expertise can help you gauge the level of effort required to strengthen their product design foundations.
We partner with growth-stage and enterprise teams to bring clarity to complex systems. Our work spans product strategy, UX design, and emerging AI integration — helping teams focus on the right problems, design confident user experiences, and introduce intelligent capabilities with purpose and trust.
Where to focus and how to prioritize
We help teams make informed product decisions by uncovering user needs, business constraints, and opportunity areas. Through research, analysis, and strategic synthesis, we clarify what to build next — and why it matters.
Redesign, iterate, or start from scratch
From workflows and information architecture to high-fidelity UI, we design intuitive experiences for complex products. Whether modernizing an existing platform or shaping something new, we focus on clarity, scalability, and real-world usability.
Helping teams and users understand the value of AI
We help teams explore where AI meaningfully fits into their product — and how it should show up for users. Our approach emphasizes explainability, trust, and practical value, ensuring AI supports decisions and workflows without adding confusion.
More samples and case studies can be found on the work page and ever more are available upon request
Actionable UX Foundations, UX Redesign, Development Execution Support
Dedicated to developing scalable, high-quality solutions, Kate leverages over 15 years of experience as a product designer and strategist, specializing in transforming complex workflows into clear and actionable strategies.
Her journey began at Blackline, a fintech leader, where she was instrumental — from the initial investment through BlackLine’s subsequent IPO — to scaling the company’s UX maturity as its first in-house designer. Kate’s experience spans lead roles at Netflix, User Zoom, and Discovery Education. She founded This Waay in 2021 while partnering with PSG, a Boston-based private equity firm, where she served its growth-stage companies.
At This Waay, we pride ourselves on our growing network of partners that enhance our project support, while maintaining an agile and lean team led by Kate. We commit to projects that align with our expertise, ensuring full dedication. For services beyond our scope, we likely can refer a trusted partner; therefore, it’s always worthwhile to engage in a needs-finding conversation.
We are committed to placing the user at the heart of our projects, offering numerous options throughout the discovery phase to identify user needs comprehensively. This approach guarantees that each solution we develop is fundamentally anchored in a profound understanding of and commitment to meeting user needs.
We are advocates for fostering robust partnerships with development teams, engaging in close collaboration to evaluate the feasibility of our proposed solutions. This ensures that our innovations are not only cutting-edge but also technically feasible, ultimately leading to reduced build times.
Our focus is on delivering solutions that strike a perfect balance between meeting user requirements and achieving top-line business objectives. This harmonious blend of user-centric design and strategic business alignment is the cornerstone of our work, driving both user satisfaction and business success.