What HumanLogic does

HumanLogic is a privately held, two-principal boutique user experience (UX) and product design consultancy, operated as a sole proprietorship registered in Florida with principals working remotely on the North American East Coast. The firm provides professional services spanning product concepting and definition, UX strategy, expert opinion auditing, product planning, and end-to-end interaction design, serving both enterprise technology companies (Google, VMware, T-Mobile, SecurityScorecard, Imprivata, Digital Lumens) and early-to-growth-stage startups (RevenueBase, Beyond Identity, Annum Health, Piera Systems, Coach Sensai, Ooln, Plumb Fashion, Cogito, All9s). Service offerings range from short advisory engagements to full-service product design delivery, and the firm also supports IP legal teams as expert witnesses, leveraging that the principals are named inventors on multiple U.S. utility software patents.

The firm's core technology is a codified user-centered design methodology — integrating design thinking, agile development, persona development, journey mapping, and UX flows — documented in principal Karen Donoghue's McGraw-Hill book 'Envision Product: User Experience for Founders.' Deliverables include wireframes, interaction specifications, and design artifacts typically produced in Figma. HumanLogic also owns and operates Local Haze, a freemium iPhone and Apple Watch application that aggregates outdoor air quality data from over 33,000 sensors across six continents (PurpleAir, Sensor.Community, AirGradient, uRADMonitor, AirNow, and formerly U.S. Department of State embassies), applying confidence ratings to validate readings and offering a subscription tier for notifications and Home Screen widgets. A previous owned product, SD Insight for Android, accumulated over 1 million downloads.

HumanLogic monetizes through two revenue streams: (1) quote-based professional services engagements with enterprise and startup clients, the primary revenue driver, with documented outcomes including helping RevenueBase raise a $6M seed round (Bessemer Venture Partners), supporting Annum Health's $6.4M raise and Cigna partnership, contributing to VMware Switch shipping on over 2.5 million devices, and Imprivata Cortext earning a 'Best in KLAS' award for Secure Messaging; and (2) a freemium Local Haze subscription for premium consumer features. The firm is bootstrapped, with no disclosed external funding, and operates with a stated 1–10 employee footprint centered on the two principals.

Name

HumanLogic

Legal name

HumanLogic

Website

https://humanlogic.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

HumanLogic is a two-principal boutique UX and product design consultancy serving enterprise technology firms (Google, VMware, T-Mobile, Imprivata) and startups through product concepting, design strategy, and UX audits. It also operates Local Haze, a freemium iOS app aggregating crowdsourced air quality sensor data.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. UX and product design consulting services: Boutique consulting firm offering strategic mentoring to full-service product design engagements. Revenue derived from professional service engagements with enterprise clients and startups.
2. Local Haze app: Free iPhone app with optional subscription for notifications and Home Screen widgets. Aggregates outdoor air quality sensor data from multiple sources and delivers confidence ratings to consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

HumanLogic is a boutique UX and product design consultancy providing strategic mentoring and full-service product design engagements. Services include helping clients create new products from concepts, validating requirements, performing expert opinion UX audits, and supporting IP legal teams as expert witnesses. The firm also operates its own consumer product, Local Haze, a free iPhone/Apple Watch app that aggregates outdoor air quality sensor data and applies confidence ratings.

Product overview

HumanLogic is a boutique UX and product design consultancy that offers strategic product design and user experience services. Their owned product portfolio includes Local Haze (a free iPhone/Apple Watch app for air quality sensor confidence ratings), SD Insight for Android, and the book 'Envision Product: User Experience for Founders.' The company's consulting services span product concepting, UX audits, interaction design, and product planning across domains including cloud computing, cybersecurity, healthcare, IoT, and AI-powered products.

Differentiator

Problem solved

Functional benefit

Brands

• Local Haze: A free iPhone and Apple Watch app that crowdsources outdoor air quality sensor data and displays confidence ratings for sensor readings. Aggregates data from over 33,000 sensors across six continents including PurpleAir, Sensor.Community, AirGradient, uRADMonitor, and AirNow.
• Local Haze Blog

Products and services

• UX and Product Design Consulting Services Boutique user experience and product design consultancy offering strategic mentoring to full-service product design engagements. Helps enterprise technology companies and startups create new products from concepts, validate requirements, and translate them into effective user experiences that satisfy business goals and user needs.
• Expert Opinion UX Auditing

Quantifiable outcome

• RevenueBase raised $6M seed funding following HumanLogic's product concepting engagement
• +4 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and secondary.

• AirGradientcoreTechnology or Integration · 1 August 2025AirGradient provides air quality sensor data integrated into Local Haze. As of August 2025, Local Haze supports AirGradient sensors, expanding the ecosystem of third-party air quality tools. AirGradient's open API and data-sharing platform power Local Haze's citizen science sensor network.
• uRADMonitorsecondaryTechnology or Integration · 1 April 2020uRADMonitor provides particulate matter sensor data to Local Haze. Local Haze increased sources of crowdsourced data to include uRADMonitor sensors, specifically the SMOGGIE-PM sensor among other radiation and air quality monitoring devices.
• PurpleAircoreTechnology or IntegrationPurpleAir is a primary data source for Local Haze, providing crowdsourced outdoor air quality sensor data. Local Haze aggregates PurpleAir sensor readings and applies confidence ratings, displaying data from over 10,200 PurpleAir devices as of November 2020, with over 33,000 total sensors monitored across platforms as of 2026.
• Sensor.Community (Luftdaten)coreTechnology or IntegrationSensor.Community (formerly Luftdaten) provides crowdsourced outdoor air quality sensor data to Local Haze. Local Haze aggregates and displays readings from these sensors globally, enabling users to understand air quality confidence levels.
• AirNowcoreTechnology or IntegrationAirNow, operated by the U.S. EPA, provides government-calibrated air quality data to Local Haze. AirNow data is used alongside crowdsourced sensors to calculate confidence ratings and validate air quality readings.
• U.S. Department of StatesecondaryTechnology or IntegrationU.S. Department of State provided air quality data measured at U.S. Embassies worldwide, which Local Haze aggregated and displayed. Note: As of March 2025, air quality data from United States Embassies is no longer available following program shutdown.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IDEO: Globally recognized design and innovation consultancy offering overlapping product design and strategy services. Much larger and broader portfolio, but directly comparable service offerings at the strategy/concepting layer.
• Huge: Digital experience agency with a product design and strategy practice. Larger scale and broader marketing-services portfolio but overlaps with HumanLogic's enterprise UX engagements.
• R/GA: Large digital agency with a strategy and product design practice. Competes for similar enterprise product-design work, particularly in connected products and digital transformation, at much greater scale.
• Frog Design: Global design and innovation consultancy with overlapping product design, UX, and concepting services. Operates at significantly larger scale but competes for similar enterprise product-design mandates.

Direct peers

• IQAir: Air quality technology company operating the AirVisual consumer app, directly comparable to Local Haze for end users. Best-fit peer for the Local Haze consumer-app component of HumanLogic's business.
• Punchcut: Product design consultancy specializing in connected devices and digital experiences. Comparable boutique positioning serving enterprise clients (telecom, IoT) with senior-led UX engagements.
• Work & Co: Boutique digital product design consultancy serving enterprise and startup clients with similar senior-delivery positioning. Closely comparable in service mix (product strategy, UX design, MVP concepting) and client caliber.
• Cooper: Product strategy and UX design consultancy with a published methodology ('About Face'), comparable to HumanLogic's book-based approach. Serves similar enterprise and founder clients with high-touch, methodology-led engagements.
• Substantial: Product design and strategy consultancy with a similar focus on digital product definition, UX design, and fractional product leadership for enterprise and startup clients.
• Ustwo: Product design studio combining client consulting with own consumer apps (e.g., Monument Valley), paralleling HumanLogic's consulting + Local Haze hybrid model. Operates at slightly larger scale with similar dual revenue streams.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/localhaze
• YouTubeyoutube.com/@localhaze2314/videos
• Facebookfacebook.com/LocalHazeApp
• LinkedInlinkedin.com/company/humanlogic
• Instagraminstagram.com/localhazeapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HumanLogic