History
About Tonic3
Tonic3 is the dedicated user experience division of W3, a 25-year old digital agency with offices in Buenos Aires, Dallas, and São Paulo. We have over 100+ teammates partnering with clients from Fortune 1000 to funded start-ups in 20 countries. We choose our clients wisely and build flexible long-term partnerships with them. Our average client relationship is over 8 years. Something to be proud of in an industry known for transactions, not relationships.
By building out Tonic3 User Experience, we were able to build a complete business to do UX correctly - from incorporating user insights and strategy in order to define an effective brand, through rapid prototyping and testing to validate our digital interface design, to development execution and long-term maintenance. Working with us is about a true user experience from top to bottom.
Offices & Partnership
We have offices in strategic cities with different time-zones
Time zone is important,cultural alignment is important, native language is important. Our city locations reflect that ethos.
Offices & Partnership
We have offices in strategic cities with different time-zones
Time zone is important, cultural alignment is important, native language is important. Our city locations reflect that ethos.
Know About Us
Meet Our Leadership Team
As a UX team, we have some important philosophies that govern our engagements. Plain Speak for clear explanations without buzzwords. Hard Work to ensure the best results possible. Accountability to our clients and to each other. And of course, good chocolate and coffee.
Joe Edwards
CEO
Joe is the CEO for W3 group (Tonic3, W3, W3Life). He cares deeply about doing User Experience right and works to ensure we have a well-built, well-trained, and well-led team to deliver world-class work for our clients. Joe’s #1 job is to make sure that we not only deliver great results, but deliver them true to our culture of Hard Work, Plain Speak, and Accountability.
After receiving his MBA in International Business, Joe has fed his hunger for challenges with management postings doing work across 12 ...
READ MORE
Joanne Kok
Discovery, Strategy and Testing Principal
Joanne leads the work at Tonic3 that focuses on user-centered research and strategy ensuring the work we deliver is grounded in a fully articulated view of reality - because great user experience simply cannot be delivered without it.
Her specialty is crafting rigorous, yet practical client programs grounded in a rich, nuanced knowledge base. This base provides the f...
READ MORE
Preston Mccauley
Principal UX Strategist VR / AR Design And Innovation
In his twenty years of experience design, he has held many leadership roles, and he is often brought in to help others solve complicated business and design problems. Through his career, he has had the opportunity to work in many industries and across several verticals in both the corporate and start-up world.
At the root of these successes is the ability to identify the issues and opportunities in business processes to help drive towards buil...
READ MORE
Jim Croall
Director, Talent Solutions
Jim is General Manager of the Talent Services Team at Tonic3. With over 10 years of experience selling services within the Healthcare, Technology and User Experience industries, Jim oversees a full design and copy team, developers, and support staff across a variety of teams and clients throughout the United States for Tonic3. His earnest and honest approach to building relationships with both his clients and team members has resulted in business growth and long-lasting partnerships throughout his career.
Prior to 2006, Jim served for 6 years in the U.S. Army which included a 1-year deployment to Kosovo. His degree and early career focus ...
READ MORE
Alejandra Sánchez
Head of Customer Success
Ale is Head of Customer Success for Tonic3. She has spent the last decade working alongside some of our strategic customers and industries, understanding their needs and their customers while asking the right questions so we can better humanize digital connections. She's always looking to approach solutions with curiosity and humility, certain that the best results come from collective intelligence.
She leads with a data-driven mindset and knows best all of Tonic3 talents, which she has seen put in practice in multiple locations wor...
READ MORE
Know About Us
Meet Our Leadership Team
As a UX team, we have some important philosophies that govern our engagements. Plain Speak for clear explanations without buzzwords. Hard Work to ensure the best results possible. Accountability to our clients and to each other. And of course, good chocolate and coffee.
Joe Edwards
CEO
Joe is the CEO for W3 group (Tonic3, W3, W3Life). He cares deeply about doing User Experience right and works to ensure we have a well-built, well-trained, and well-led team to deliver world-class work for our clients. Joe’s #1 job is to make sure that we not only deliver great results, but deliver them true to our culture of Hard Work, Plain Speak, and Accountability.
After receiving his MBA in International Business, Joe has fed his hunger for challenges with management postings doing work across 12 ...
READ MORE
Joanne Kok
Discovery, Strategy and Testing Principal
Joanne leads the work at Tonic3 that focuses on user-centered research and strategy ensuring the work we deliver is grounded in a fully articulated view of reality - because great user experience simply cannot be delivered without it.
Her specialty is crafting rigorous, yet practical client programs grounded in a rich, nuanced knowledge base. This base provides the f...
READ MORE
Preston Mccauley
Principal UX Strategist VR / AR Design And Innovation
In his twenty years of experience design, he has held many leadership roles, and he is often brought in to help others solve complicated business and design problems. Through his career, he has had the opportunity to work in many industries and across several verticals in both the corporate and start-up world.
At the root of these successes is the ability to identify the issues and opportunities in business processes to help drive towards buil...
READ MORE
Jim Croall
Director, Talent Solutions
Jim is General Manager of the Talent Services Team at Tonic3. With over 10 years of experience selling services within the Healthcare, Technology and User Experience industries, Jim oversees a full design and copy team, developers, and support staff across a variety of teams and clients throughout the United States for Tonic3. His earnest and honest approach to building relationships with both his clients and team members has resulted in business growth and long-lasting partnerships throughout his career.
Prior to 2006, Jim served for 6 years in the U.S. Army which included a 1-year deployment to Kosovo. His degree and early career focus ...
READ MORE
Alejandra Sánchez
Head of Customer Success
Ale is Head of Customer Success for Tonic3. She has spent the last decade working alongside some of our strategic customers and industries, understanding their needs and their customers while asking the right questions so we can better humanize digital connections. She's always looking to approach solutions with curiosity and humility, certain that the best results come from collective intelligence.
She leads with a data-driven mindset and knows best all of Tonic3 talents, which she has seen put in practice in multiple locations wor...
READ MORE