Today, I’m sharing news that fills me with both pride and excitement—UXReactor has been acquired by Ascendion , an AI-powered software engineering company. As I reflect on the incredible journey that brought us here, I want to share my thoughts on what this milestone means for our team, our clients, and the vision that has driven us for the past decade.
The Origin Story: When a “One-Year Experiment” Became a Mission
When my brother Prasad and I first sketched out our vision for UXReactor, we called it our “one-year experiment.” We had both witnessed organizations struggling to connect beautiful designs with business outcomes, where business strategies often ignored user needs. We believed there had to be a better way.
Our hypothesis was simple yet ambitious: design could and should drive measurable business value tangible, quantifiable results beyond aesthetic improvements or design “activities”. We decided to try it out for the next year and do it “our” way.
I still remember our first client meeting. We didn’t have a fancy pitch deck or an impressive portfolio; what we had was conviction that our methodical, outcome-focused UX approach could transform their product and their business. They took a chance on us, and that chance changed everything.
That one-year experiment has stretched into a decade-long journey marked by relentless workdays, constant iteration of our methodology, and unwavering focus on results. We weren’t just building a company, we were proving a thesis about the role of design in business.
The Path of Growth: Learning, Scaling, and Refining
The path from there to here wasn’t linear or smooth. We made mistakes, learned hard lessons, and continually refined our approach. Throughout our journey, we established five principles that have guided our growth and defined who we are:
1. Process Before People
From the earliest days, we recognized that even the most talented individuals could only deliver consistent results when supported by rigorous methodologies. This principle led us to develop our PragmaticUX framework—not as a rigid rulebook, but as a foundation that empowered creativity within structure. By prioritizing process over individual heroics, we created a system where quality wasn’t dependent on having the “design superstar” involved in every project. This approach allowed us to scale while maintaining consistent excellence across all our work, regardless of who executed it.
2. Impact Before Activities
We made the bold decision to eliminate time and materials statements of work entirely from our business model. We never charged overtime, even during the most intense project phases. Why? Because we understood that delivering meaningful impact was infinitely more valuable than finding ways to bill another hour. Our clients partnered with us for results, not contracting hours. This principle transformed how we approached client relationships—focusing conversations on business outcomes rather than hourly rates and establishing ourselves as a strategic partner rather than vendor.
3. Developing People Over Employees
Anyone who has worked at UXReactor understood our commitment to developing them as complete professionals, not just enhancing their design skills. We invested in leadership training, business acumen, and personal growth alongside technical expertise. This holistic approach to talent development created practitioners who understood the “why” behind their work, not just the “how.” The result? UXReactor alumni are among the most in-demand professionals in the industry, carrying our values and methods wherever they go.
4. Building a Global Footprint
Even when our revenue was modest, our ambitions were expansive. Establishing our global design centers is a testament to this forward-thinking approach. This wasn’t just about cost efficiency—it was about accessing diverse perspectives and creating a follow-the-sun model that served clients seamlessly across time zones. The decision carried significant risks, but it transformed our capabilities and planted the seeds for the global organization we’ve become today.
5. No Problem is Too Big or Too Small
We’ve never shied away from challenges, regardless of their scale. From redesigning complex enterprise systems used by thousands, to fine-tuning the minute details of critical user interactions, we approached each problem with the same rigor and enthusiasm. This principle allowed us to build relationships with clients of all sizes, from startups to Fortune 500 companies, applying our methodologies to deliver impact across vastly different contexts.
These principles guided us through our most significant milestones—from our recognition as one of America’s fastest-growing specialized UX companies by Inc. Magazine for four consecutive years, to our successful partnerships with remarkable organizations across healthcare, fintech, enterprise software, and beyond. We’ve helped design products that led to multi-million-dollar acquisitions and partnered with clients to catalyze billion-dollar businesses. Each engagement deepened our understanding of how design, technology, and business strategy intersected when guided by the right principles.
UXReactor Today: A Maturity Built Through Experience
Today, UXReactor stands as a mature organization with established processes, exceptional talent, and hard-earned wisdom.
Our team consists of individuals from 15+ different educational backgrounds—a deliberate diversity that enriches our problem-solving approach. From cognitive psychology to computer science, from fine arts to business administration, these varied perspectives enable us to tackle complex challenges from multiple angles.
Our leadership team—Vinay, Sarah, Jamie, Kalyan, Camilo, Grace, Padmaja, Poornima, Kuldeep, and other —has developed into a formidable force. Each leader brings unique strengths while sharing our foundational values and vision. They’ve evolved from executing work to nurturing talent and shaping our culture, ensuring UXReactor remains true to its essence even as we grow.
What makes me especially proud is our alumni network. UXReactor alumni have become some of the most sought-after UX practitioners in the industry. Their success speaks volumes about the caliber of professionals we develop. We don’t just build products, we build people. Their continued connection to UXReactor has created a powerful extended family that enriches our community.
Our processes have evolved from intuitive approaches to robust, repeatable systems that deliver consistent results. Through thousands of hours of application and iteration, we’ve refined our client onboarding process, project methodologies, and talent development programs. This operational maturity allows us to tackle increasingly complex challenges while maintaining the quality our clients expect.
Most importantly, we’ve accumulated wisdom about how design truly drives business value in different contexts. We understand the unique challenges of enterprise environments, the complexities of regulated industries, and the balancing act between innovation and feasibility. This wisdom resides in our collective experience and carefully cultivated culture.
The Decision to Join Ascendion: Strategic Alignment and Expanded Possibilities
The decision to join forces with Ascendion wasn’t one we took lightly. As founders, Prasad and I have poured our hearts and souls into building UXReactor. This company is our life’s work, and protecting its legacy and future was paramount.
What drew us to Ascendion was a remarkable alignment of values and vision. Through conversations with members of their exceptional leadership team—Karthik Krishnamurthy (KK), Steve Burden, Prakash Balasubramanian, Arun Varadarajan, Sanjeev Fadnavis, and Hiten Patel—we discovered a shared commitment to excellence, a similar client-centric approach, and complementary capabilities. Their philosophy resonated with ours in so many ways, including an emphasis on delivering tangible value and a commitment to developing exceptional talent.
We were especially impressed by their unwavering reliability; they consistently delivered on every commitment they made. In a business environment where promises often exceed delivery, Ascendion’s discipline and follow-through stood out. This dependability mirrored our own approach to client relationships and internal operations.
We weren’t seeking a mere financial transaction but a true strategic partnership that would allow UXReactor to expand its impact. In Ascendion, we found a partner who understood our unique approach to design, saw the potential in combining our strengths, and shared our excitement about the future of digital experiences.
The timing of this union is particularly significant. We stand at the threshold of a new era in digital product design, with AI rapidly transforming how we design and what we design. Joining forces with Ascendion positions us to lead in this evolving landscape, combining human-centered design principles with cutting-edge technology to create even more impactful solutions.
The Road Ahead: Expanding Our Vision
As we join the Ascendion team, I’m filled with optimism about what we’ll accomplish together.
For our clients, this union means access to comprehensive solutions that integrate world-class design with advanced technology implementation. The handoffs between strategy, design, and development will become more seamless, resulting in faster time-to-market and more cohesive digital experiences.
For our team members, it means expanded career opportunities, the chance to tackle new challenges, and the ability to work on a broader range of impactful projects. The culture we’ve built—one of excellence, continuous learning, and client obsession—will not only continue, but will enable the broader Ascendion organization.
For our founding vision—to drive business value through design—this acquisition represents validation and amplification. What began as our small experiment will now influence how a much larger organization approaches digital transformation. Our methodologies will reach more clients and impact more users than we could have imagined a decade ago.
We’re particularly excited about combining our design expertise with Ascendion’s AI capabilities. As AI transforms how we interact with technology, thoughtful human-centered design becomes even more critical. Together, we’ll shape how organizations leverage AI to create experiences that are powerful and efficient while remaining ethical, intuitive, and genuinely helpful.
A Personal Note of Gratitude
As I conclude this reflection, I want to express my deepest gratitude to everyone who has been part of the UXReactor journey. To our clients who trusted us with their most important initiatives, to our team members who poured their talent and passion into their work, to our families who supported us through the inevitable ups and downs of building a company, thank you. This milestone belongs to all of you.
To my brother and co-founder Prasad, what an incredible journey we’ve shared. From late-night strategy sessions at the kitchen table to global client presentations, from celebrating wins to weathering challenges, we’ve done it all together. Your vision, integrity, and commitment to excellence have shaped UXReactor in countless ways.
To our spouses and children who have sacrificed family time and offered unconditional support, your patience and encouragement made this possible. The late nights, working weekends, and mental preoccupation even when physically present, you endured it all with grace. This achievement is as much yours as it is ours.
And finally, to our UXReactor community—past, present, and future—this is not an ending but a new beginning. The values, methodologies, and culture we’ve built together will continue to thrive within Ascendion. Our mission to transform businesses through design is now entering its most exciting chapter.
The one-year experiment has yielded results beyond our wildest dreams. And now, as part of Ascendion, we’re dreaming even bigger.
Here’s to the next chapter of our journey together.
