About Us

Have you ever used a website, and just couldn’t find what you were looking for?

Have you ever used an application that made your job harder?

Have you ever given up on buying something, because it was just too hard to complete the checkout process?

If you’ve ever thought ‘There has to be a better way’, then we should talk.

We work with organizations and businesses to make it easier for their customers to do business. Operations, marketing, sales, and financial measures are important — but it all comes down to how well you meet a customer’s needs, and increasingly – how easy it is to do business with you.

By following rigorous, proven methods to understand your strategy, customer viewpoints, and defining and monitoring key metrics – TheoremCX can help your organization to achieve greater success.


Woods, Ben

Ben Woods is the Principal Design Strategist at TheoremCX and an assistant professor at Kent State University’s School of Library and Information Science, in the User Experience concentration. He began his professional career in 1999 when the World Wide Web was just beginning to be recognized as a valuable tool for businesses. Ben has worked for a number of firms in Northeast Ohio and collaborated with global teams, delivering solutions for clients in the manufacturing, medical, nonprofit, and property management industries including some of the world’s largest companies as well as sole proprietorships. Ben has provided his outcome-focused approach to research and design to a variety of organizations, including Eaton,  The Cleveland Clinic, The City of Shaker Heights, Mazzella Lifting, Knoch Corporation, HEMA Imaging and many others.

He received his BFA in Visual Communication Design and MS in Information Architecture and Knowledge Management from Kent State University, and his MBA from the Weatherhead School of Management at Case Western Reserve University.
Ben is an Eagle Scout, board member of Pioneer Knowledge Services, and supports a variety community organizations including Boy Scouts of America.

picFelesia McDonald is a Principal Strategist for TheoremCX and part-time Instructor for Kent State University’s School of Library and Information Science in the User Experience Design concentration. Her career began in journalism as an Interactive Graphic Artist at the Plain Dealer. It was in this role that she developed a skill for making sense out of large amounts of information for readers to understand in a digital format. Felesia began building websites as a freelancer. Some of those projects included the first website for Cleveland’s largest African-American newspaper, The Call-and-Post, redesigning the marketing website for Lock Haven University, and working for several non-profits including CAAO. Her freelance career lead her to pursue a MS degree in User Experience Design from Kent State University where she developed a passion for user research and strategy including user testing, creating user workflows and personas. She has worked as a User Research Consultant for the Eaton Corporation and as a User Experience Designer for OEConnection.

Outside of her UX work, Felesia is passionate about teaching coding and leadership programs for young girls and women. She has started a non-profit iWebDesign 360 Design camp to offer camps and workshops to middle and high school students. She is also a board member for UXPA Cleveland


picMarc Majers is a User Experience Consultant for TheoremCX and an adjunct professor at the University of Akron. He’s worked in application, software and website design for over 20 years, won some industry awards, and ultimately gained skills in e-commerce, user research, interaction design, digital strategy, conversion rate optimization (CRO), and usability testing. He’s worked with organizations such as Progressive Insurance, Cleveland Institute of Art, and Hyland Software.

He has a Master of Science in Information Architecture & Knowledge Management with an emphasis in User Experience Design from Kent State University and a Bachelors of Arts from Bowling Green State University. He is Google Analytics certified, UX Certified from Nielsen Norman Group and a Certified Usability Analyst (CUA) from Human Factors International. Marc is also an Eagle Scout.

He is author of “Don’t Fear The Forward: The Secret to Building Successful Websites” and president of Leading Hands Through Technology – a nonprofit that helps other nonprofits with technology. Marc severed for many years as Vice President of User Experience Professional Association (UXPA) Cleveland.

Follow him on Twitter