It started with two people. Paulina came from marketing research, always fascinated by how people make decisions in the moment, in their natural context, not just in theory. Kamil came from the world of code. He was always asking: what are people doing in digital products, and why aren’t they doing more?

Together, they built something different. They wanted a tool that didn’t just track clicks and scrolls, but got to the heart of why users act the way they do. They looked at action and inaction, seeing both as important clues. That’s how CUX was born.

CUX was created to show the full picture: not just the obvious movements, but the silences, the moments of confusion, the turning points in a user's journey. From day one, it was designed to offer a much deeper understanding than a typical heatmap. It has always been about comprehending the real user experience and using that comprehension to make better business decisions. That core idea hasn’t changed one bit. But how we show it, and talk about it, is about to.

Listening, learning, growing

This focus on understanding “the why” meant we had to do more than just observe user actions. We listened to our clients, and their feedback shaped our direction from day one. Session recordings and heatmaps were just the start. As new needs emerged, we added ways to spot hesitation, uncover friction, and find the moments when journeys break down.

Every update has pushed us toward the same goal: helping teams move past surface-level metrics and get to what really drives behavior.

Because behind every number is a human moment.

At first, teams just wanted to know where users clicked. But over time, our clients started asking more ambitious questions. What’s really stopping conversions? Why are journeys breaking? How can we make smarter, more confident decisions? We began hearing this from more and more clients - from LPP and InPost to Rossmann and Warner Bros. They came looking for more than heatmaps. What they really needed was clarity, a strategy, and speed. That shift in thinking is what pushed us to evolve. In digital, change is the constant. We’re here to help our clients not just keep pace, but set it. Paulina Walkowiak, Co-Founder of CUX

More than a platform: People guiding technology, partners in insight

CUX grew and so did the way we thought about supporting our clients. Providing great tools was only part of the picture. Achieving real insight and meaningful outcomes required something more.

That’s why we leaned into a consultative approach. CUX became more than a platform handed over to clients - it became a partnership. Our team offers hands-on support and expert guidance to help organizations dig deeper into user behavior, interpret complex data, and ask the right questions at the right time.

While there are many analytics tools available (and while we use AI ourselves to process behavioral data more efficiently), we’ve always believed that the human element matters most. Technology is powerful for spotting patterns at scale, but it’s human empathy, critical thinking, and strategic context that turn those patterns into real understanding.

For us, combining tech with expert human insight is essential. It may not be the most common approach, but it’s the one that helps our clients truly understand what drives their users, and what drives results.

Our approach: Explore, understand, succeed

Over time, working closely with clients shaped not only our product but also our way of thinking. A clear rhythm began to emerge in how teams move from curiosity to confident decisions.

Everything begins with exploring. Teams dig into real user behavior and start noticing what was once invisible. They observe hesitation, friction, and unexpected turns in the journey. These discoveries often open up entirely new directions.

The next step is understanding. Teams connect what they see with what it means. They ask better questions, reflect on intent, and look at behavior in context. With the right tools and expert support, this becomes a natural part of their process.

This clarity leads to progress. Teams simplify what feels confusing, improve what matters most, and create better experiences. This is what success looks like when it grows from insight. Each step brings stronger decisions and results that last.

Explore. Understand. Succeed. This is the path we continue to follow with our clients.

Working together, seeing results

As CUX matured, so did the way it was used. It moved beyond heatmaps and recordings to help shape entire customer journeys, and the strategies behind them.

Today, it brings clarity to fast-moving challenges across teams, tools, and touchpoints. What started as a tool for spotting friction turned into something much more.

We’ve built a full Digital Experience Analytics Platform - one that connects behavior, intent, and outcomes across the entire user journey. Today, we support deeper problems, broader teams, and bigger goals.

That’s why we’re refreshing how we speak, and how we look. To reflect what CUX has become.

You’ll notice a more focused way of telling our story. A visual identity that better matches the depth of the product. The next chapter of CUX brings sharper tools, a clearer voice, and the same human focus; just more visible than ever.

Soon, we’ll show you where the platform is headed, and how the brand is catching up.

Because when the work keeps evolving, the story should evolve too.