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About Pains and Gains

Alex’s purpose is to create products that people love to use and to teach others how to do the same. His view is that it’s only a matter of time before you create the perfect product if you follow a user-centred process.

Alex believes that there’s a revolution coming. Soon the most successful businesses around the world will be developing products through user centred design. His goal is to bring this revolution forward.

Alex has helped a variety of businesses, from small start-ups to large corporates, develop products in a user centred way. Before PwC digital, and Optimal Experience, Alex worked at Trade Me.

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