Insights

The Deep Insights Series is Hyphen's programme of sessions with external guests on how AI is reshaping UX design, product strategy, and design work. Six editions in, it's covered everything from AI workflows to building agents and sustaining design systems. Each session starts from a real theme, shaped with the speaker so people leave with something usable. This looks behind the scenes at how it's built and what we've learned.

Accidents blamed on "human error" are often design failures — at Three Mile Island, a misleading indicator light stopped operators from closing a valve and nearly caused a nuclear disaster. The same pattern plays out in today's poorly designed digital systems, with costs ranging from frustration to real danger. The fix: involve human-centred designers from the start and never launch without usability testing.

Accessibility audits fix products, not organisations — so the same WCAG issues keep coming back in the next project. The knowledge stays locked inside one team. The fix isn't better audits, it's embedding accessibility into everyday work, accessible-by-default Design Systems, and people who carry lessons between teams. Prevention beats repair.

Learn prompt engineering for UX to guide generative AI, improve design decisions, and build better workflows with practical frameworks.

Rather than staying tied to the backlog, Margarida Fonseca argues that teams need to "lift their heads and look to the future."

Collecting data keeps getting easier. Working out which data matters remains hard. And most organisations invest in the first without investing in the second, piling up metrics that create the illusion of control without informing a single real decision, argues Rui Sousa Pedro.

Learn where AI adds value in UX Research, where it creates risk, and how to use it responsibly across planning, recruitment, analysis, and synthesis.

Accessibility in CMS environments often breaks down as content evolves, teams change and new features arrive without consistent guidelines. This article explores the common pitfalls behind that decline and how to prevent them.

Portuguese company specialized in UX (User Experience) and Product Design continues to establish itself among the fastest-growing tech companies, joining the Deloitte Technology Fast 50 Portugal for the second consecutive year and the FT1000 – Europe’s Fastest Growing Companies, following a 2025 marked by strong international expansion and repositioning.

This article explores why mobile-first should mean accessibility-first, sharing concrete practices for creating accessible mobile UX. Through real stories and practical examples, it shows how accessibility cannot be added at the end — it must be the foundation from the start. It includes 8 essential best practices, from touch targets to testing with assistive technologies, and explains why designing for everyone makes products better for everyone.

Learn how server-side rendering improves UX through perceived speed, Core Web Vitals, and user trust. Practical insights on performance, loading patterns, and rendering strategies.

A Portuguese company specialized in UX (User Experience) and Product Design now has a new visual identity, website, and tagline (Connected by Experience), materializing its evolution into a global end-to-end UX partner.

Microcopy in UX: how a simple phrase caused confusion — and what it reveals about clarity, trust, and user experience. A real-life example of how small words can make or break digital journeys.

Hyphen launches a new UX Consulting practice led by Margarida Fonseca and Pedro Ribeiro, combining strategy, AI and accessibility to drive real business impact.

Rui Sousa Pedro joins Hyphen as Head of Innovation to accelerate AI adoption, drive international growth, and shape the future of modern UX.

Discover how synthetic users are transforming UX research. Learn how AI-generated participants speed up discovery, testing, and continuous product insights.

Lessons on building a vision in Product Design at Hatch Conference, using imagination, storytelling and speculative thinking to move beyond the backlog.

Discover how AI is transforming design workflows. Fromautomating tasks to enhancing creativity, learn how designers can work smarterwith tools like Figma AI and Runaway.

Digital accessibility collaboration between copywriters and developers ensures inclusive products for all users. Learn how teamwork creates accessible digital experiences.

AI won’t replace copywriters, but it’s reshaping the craft. Learn how pairing AI’s speed with human creativity can boost impact, sharpen storytelling, and keep writing truly connected.

What is UX writing? See 10 actionable UX writing tips, real examples from products, and a free checklist for clear, accessible microcopy.

The Portuguese UX company is now present on 4 continents, with 130 team members, €4.7M in revenue, and plans to grow by 20% in 2025.

UX writing as strategy. Lessons on embedding writers in product teams to improve clarity and trust.

Empathy isn’t just a mindset: it’s a design process. See how UX writing shaped by empathy can reduce friction, adapt tone, and build real connection across the user journey.

Learn how to apply the design system mindset in daily work, combining efficiency, design culture, and collaborative design practices.