What we believe

Customer Experience Obsession: We believe that a great Customer Experience is at the core of product success and ultimately that drives desired business outcomes. A great Customer Experience can only come from a deep understanding of the customer's challenges and goals.

Transparency & Radical Candor: We believe in empowering teams with knowledge of user behaviors and business outcomes, even if those outcomes are not what the team had hoped for. Open, honest dialogue is the only way to build a great customer experience.

Reward Outcomes. Not Outputs: We focus on a team member's outcomes, not quantity of work outputs. Less may very well be more. Great products are not a race to deliver more features. We believe that the only way to deliver great outcomes is a cross-functional team working collaboratively to achieve aligned outcomes.

Experiment. Learn. Iterate: We love to experiment. Everyone is empowered to run an experiment so long as it is thought through and done collaboratively. We reward learning. We celebrate experimentation failure as much as success so long as we learned and grew as a team. Don’t be afraid to fail. Think bold!

Actionable Insights, not just analytics

Actionable Insights not data! Winware is designed to democratize a deeper understanding of how user behaviors are driving business goals. Our product is designed to be easy to use for anyone on your team, not just highly trained quantitative analysts. We want to provide actionable insights about how user behaviors are impacting customer experience and thus business goals. We provide actionable recommendations to help customers have a better product experience, which will result in better business outcomes.


Steven Cohn

Founder & CEO

Winware.ai was started by Steven Cohn, a product obsessed, four-time founder. Steven's life motto is: I try hard to be a good Husband, Father and Entrepreneur. He prioritizes his wife (partner for 26 years) and his two boys. Steven's last company was Validately, a User Research & UX Testing platform, which was recently acquired by UserZoom.


Jeff Gothelf


Jeff helps organizations build better products and executives build the cultures that build better products. He is the co-author of the award-winning book Lean UX, Sense & Respond and Forever Employable.

Joshua Seiden


Josh is a designer, strategy consultant, coach, author and speaker who helps clients launch new products and services, and create more agile, entrepreneurial organizations. He is the author of Outcomes over Outputs. He is also the co-author of the award-winning book LeanUX and Sense & Respond.

Becky Buck


Becky Buck leads the Research & Strategy practice at Forge Studio, a digital design agency specializing in new product development for enterprise software.  Before co-founding Forge, Becky led UX teams at Amazon, Salesforce, and Varo Bank.