METRICLAB | Relentless research and innovation


Metric Lab was founded in 2005 by two former NASA researchers with the goal of bringing expert research and design services to Silicon Valley tech companies. All Metric Lab researchers have extensive formal research training with broad capabilities, from generative methodologies like ethnography to refinement methodologies like usability testing.

Demetrius Madrigal

Demetrius gets excited about enriching people’s lives with amazing products. He performed research in the university setting as well as NASA Ames Research Center before co-founding Metric Lab with long-time collaborator, Bryan U. McClain. With a background in experimental psychology and more than 14 years of experience in User Experience and Human Factors, Demetrius specializes in establishing a deep understanding of user needs and developing strategies to address them.

Demetrius has authored dozens of articles on research and UX as a columnist for UXmatters and was feature in Bloomberg Businessweek and INC. magazine. At Metric Lab, Demetrius enjoys innovating with powerful research methods and designing complex systems on exciting projects with companies like Google, Amazon, Samsung, and Microsoft. During that time, Demetrius has developed numerous personas, user scenarios, and product concepts in order to assist Metric Lab’s clients and partners.

Bryan McClain

Bryan is passionate about connecting with people and understanding their experiences and perspectives. Bryan co-founded Metric Lab in 2005 with the vision of helping clients truly understand their consumers as well as the evolving characteristics of the market. Bryan’s background stems from rigorous academic and industry experience which includes an MA in experimental psychology and over 17 years of experience in user-centered research and design.

Bryan is a published author with several magazine articles, academic journal articles, and web periodical articles to his name. He has acquired U.S. patents and registered trademarks for concepts that he has developed and he’s been feature in Bloomberg Businessweek and INC Magazine. Bryan has provided research and design support to companies like Google, Alibaba, and Amazon and enjoys helping drive technology to the next level through innovation. Bryan also leads Metric Lab’s investment wing, Metric Lab Ventures. Metric Lab Ventures has invested into product development/intellectual property that has led to licensed products released and sold at retailers around the world such as Best Buy, Fry’s Electronics, and InMotion Entertainment.