UXOP is a consulting and research firm specialising in Usability Research, distinguished by its commitment to the continuous, agile optimisation of the digital user experience.

Founded by Marc Badran, a pioneer of the discipline in France, UXOP places the end user at the heart of digital strategy, relying on innovative methods and rigorous analysis  of user behaviours and needs.

Thanks to this approach, UXOP enables companies to design intuitive, seamless, and efficient digital journeys  — powerful levers for customer satisfaction, loyalty, and  competitiveness.

To meet demands for responsiveness and efficiency, UXOP developed UXPrime in partnership with Toluna, a major international stakeholder in consumer research that combines a proprietary panel, automation technology, and expert guidance.

This collaboration brings together UXOP’s expertise in Usability Research  with Toluna's methodological  and technological strengths to offer a complete, reliable, and directly actionable solution.

UXPrime is an innovative solution for optimising the user experience — designed to be operational, fast, and cost-effective. It gives companies the ability to assess their digital interfaces precisely and agilely, and to continuously adjust the quality of the user experience.

Accessible and directly actionable, even in environments requiring accelerated deployment, UXPrime democratises user experience research and turns it into a strategic tool  to de-risk investments and maximise the impact of digital initiatives.

Before founding UXOP, Marc Badran made a lasting mark on the field as co-founder and Managing Partner of Axance (2000–2011).
A forerunner in France in observing and analysing the digital user experience, Axance played a key role in introducing and structuring user-centred design.

The agency established itself as a laboratory of methodological innovation, integrating Usability Research  practices early into digital projects. 

User testing, expert review, and card sorting demonstrated the importance of an approach based on real-world use rather than on assumptions made during design.

In doing so, Axance helped advance France’s digital culture, proving that user experience is not secondary but a strategic factor in  business performance.

This pioneering stance opened the way to new practices in evaluation, optimisation, and user-centred interface design grounded in the needs and expectations of end users.

Thanks to this trajectory, Marc Badran has played an essential role in the evolution of UX Research in France, shaping digital strategies and helping establish user experience as an indispensable discipline for successful digital projects.