Hello! We are the Genuine Lab
A small UX research and innovation consultancy on a mission to empower purpose-driven entrepreneurs with the right mindset, tools, strategies and customer insights to design products and services their dream customers love.
Meet our founder
Hi, I’m Carolina, founder of The Genuine Lab.
I started my career as a graphic designer before my journey led me to user experience (UX) design.
After attending Hyper Island in 2018, I realised that human-centred design has the power to change lives: helping organisations to deeply understand their users' needs as well as giving them with a useful process to build products and services that make the world a better place.
Since then, I’ve helped lots of different organisations solve complex problems in a human-centred way. They include Co-op Digital, Asda, Accenture, Hyper Island, Department for Work and Pensions, NHS Blood and Transplant, KLM, Air France, Department for Education, Transport for Greater Manchester and many others.
Don't get me wrong - there have been days when I've wanted to bang my head against the wall. For the most part, though, it's been an amazing and rewarding journey - especially when I’ve had the opportunity to teach others the importance of approaching business problems in a human-centred way.
Why The Genuine Lab?
Now it's time for a new chapter in my life - one where I get to spend more time teaching, mentoring and sharing my knowledge with a new generation of passionate entrepreneurs who want to design innovative products which delight their customers.
That’s why I've created The Genuine Lab: A consultancy and an academy dedicated to helping individuals and businesses who want to explore their crazy dreams and ambitious ideas in a low-risk, low-cost way.
The world is full of visionaries who have it in them to make the world a better place. My mission is to inspire and empower them with the right mindset, tools, strategies and customer insights to make their dreams a reality.
If any of this resonated with you, and you’d like to explore the idea of building something together, let's talk!
Our Values
❤️
Inclusivity & Openness
If you're not given a seat at the table, create your own damn table. As an ethnic minority woman with chronic illness, I know what it's like to feel excluded.
That’s why at The Genuine Lab, we believe everyone belongs in business, regardless of background, disability and neurodiversity.
🔥
Always be Brave
We believe in trusting our instincts and taking bold steps - even when it's not what the crowd is telling us to do.
We won't always be liked by everyone, but that's OK. We know that greatness comes when we confront our fears and take risks - not when we play it safe.
🌈
Playfulness
Life is short.
It can't all be serious.
We believe that embracing playfulness and finding joy in our work helps us stay true to that vision.
🙌🏽
Continous Learning
Life is a journey of continuous growth. Nobody has it all figured out - there's always more for us to learn and new ideas for us to explore.
We believe a learning mindset and child-like sense of wonder can help us reach our full potential, in life and in work.
🤗
Contribution
There's a lot of inequality in the world, and it's our responsibility to fight it, not contribute to it.
We believe that giving back is a powerful force that makes the world a better place for everyone. If you're successful, make sure to send the elevator back down.
📖
Collaboration over Competition
We believe in helping others. That means lifting each other up rather than putting each other down, and creating supportive partnerships rather than rivalries.
When people work together for the greater good, beautiful things happen.