User Experience Studio Founders Receive W100 Award

“The founding partners of Usability Matters from left to right: Terry Costantino, Shannah Segal, and Sarah English.”
The three founding partners of Usability Matters Inc. have been the only User Experience Studio in Canada to be recognized by the 17th Annual W100 ranking of Canada’s Top Female Entrepreneurs.

Sarah English, Terry Costantino, and Shannah Segal, the co-founders of user experience design firm Usability Matters, have been recognized in the 17th Annual W100 ranking of Canada’s Top Female Entrepreneurs. Usability Matters is the only user experience design firm recognized on the list.  

Ranking Canada’s Top Female Entrepreneurs on a composite score based on the size, growth rate and profitability of their businesses, the W100 profiles the country’s most successful female business owners. Published in the June issue of Canadian Business and online at and, the W100 is Canada’s largest annual celebration of entrepreneurial achievement of women.

“Terry, Shannah, and I are thrilled to have made the list again this year,” says Managing Director Sarah English. “We founded Usability Matters over 13 years ago with a shared vision of making technology work for people. We’re proud that we are an independently owned and operated firm with three female co-founders in an industry where that is certainly not the norm.”

“You need a bold vision, an innovative strategy and loads of tenacity to earn a spot on the W100,” says James Cowan, Editor-in-chief of PROFIT and Canadian Business. “Every person on this list represents the pinnacle of business success in Canada. Their stories are inspiring and instructive for those seeking to excel as an entrepreneur.”

Founded in 2002, Usability Matters is Canada’s first user experience design firm. Since then, they’ve been creating user-friendly digital products backed by rigorous research, strategy, and thoughtful design for many happy clients including WestJet, Porter Airlines, Heart and Stroke Foundation, Toronto Public Library, and Shoppers Drug Mart.  Usability Matters’ stellar reputation in the industry is based on their knowledge and expertise, informed design solutions and exceptional client service.

In an industry where many design firms have recently been acquired by large brands or have shut their doors, Usability Matters continues to thrive because they prioritize the the needs of their clients, and more importantly, their clients’ customers. Demonstrated through a strong focus on web accessibility, service design, and responsive design, they believe that technology should work seamlessly and be enjoyable for everyone, at all times.

“Our business has changed and developed in amazing ways in the past year and continues to do so,” comments Sarah English. “Our creative team continues to prove that usable and accessible products can be beautiful and compelling, and our designers continue to make strong forays into service design.  We’re growing and adapting our practice and core capabilities to provide our clients with the products and services they, and their users, truly want and need.”

Bios for Sarah English, Terry Costantino and Shannah Segal can be found at:

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About the PROFIT/Chatelaine W100

Now in its 17th year, the PROFIT/Chatelaine W100 ranking of Canada’s Top Female Entrepreneurs is Canada’s largest celebration of achievement by women business owners. Produced by the editors of PROFIT and Chatelaine, the rankings and extended coverage of the women honored are published in print and online. Applicants to the 2015 W100 were ranked using a proprietary formula that considers the size, growth rate and profitability of the companies they own and manage.

To see this year’s complete ranking and find links to all of our W100 editorial coverage, visit

About Usability Matters 

Usability Matters specializes in user experience research, strategy, and design for screen-based products and services. Since 2002 they have been designing experiences that are intuitive, simple and seamlessly blend technology into our lives.

Usability Matters makes technology work for people.

For interviews or other media inquiries, contact Anita Sedgwick, Director of Marketing – Usability Matters on +1 416.598.7770 ext 23.

Media Contact
Company Name: Usability Matters Inc.
Contact Person: Anita Sedgwick, Director of Marketing
Phone: +1 416.598.7770 ext 23
Address:215 Spadina AVE, Suite 550
City: Toronto
State: ON
Country: Canada