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A year ago, we looked at the user research market and made a decision.

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We saw product teams shipping faster than ever while research tools stayed stuck in time. We saw researchers drowning in manual work, waiting on vendor emails, stitching together fragmented tools. We heard "should we test this?" followed by "never mind, we already shipped."

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The dominant platforms got comfortable. We didn't.

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Today, we're excited to announce Optimal 3.0, the result of refusing to accept the status quo and building the fresh alternative teams have been asking for.

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The Problem: Research Platforms Haven't Evolved

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The gap between product velocity and research velocity has never been wider. The situation isn't sustainable. And it's not the researcher's fault. The tools are the problem. They’re: 

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• Built for specialists only - Complex interfaces that gatekeep research from the rest of the team
• Fragmented ecosystems - Separate tools for recruitment, testing, and analysis that don't talk to each other
• Data in silos - Insights trapped study-by-study with no way to search across everything
• Zero integration - Platforms that force you to abandon your workflow instead of fitting into it

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These platforms haven't changed because they don't have to, so we set out to challenge them.

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Our Answer: A Complete Ecosystem for Research Velocity

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Optimal 3.0 isn't an incremental update to the old way of doing things. It's a fundamental rethinking of what a research platform should be.

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Research For All, Not Just Researchers.

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For 18 years, we've believed research should be accessible to everyone, not just specialists. Optimal 3.0 takes that principle further.

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Unlimited seats. Zero gatekeeping.

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Designers can validate concepts without waiting for research bandwidth. PMs can test assumptions without learning specialist tools. Marketers can gather feedback without procurement nightmares. Research shouldn't be rationed by licenses or complexity. It should be a shared capability across your entire team.

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A Complete Ecosystem in One Place.

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Stop stitching together point solutions.Optimal 3.0 gives you everything you need in one platform:

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Recruitment Built In Access millions of verified participants worldwide without the vendor tag. Target by demographics, behaviors, and custom screeners. Launch studies in minutes, not days. No endless email chains. No procurement delays.

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Learn more about Recruitment

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Testing That Adapts to You

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• Live Site Testing: Test any URL, your production site, staging, or competitors, without code or developer dependencies
• Prototype Testing: Connect Figma and go from design to insights in minutes
• Mobile Testing: Native screen recordings that capture the real user experience
• Enhanced Traditional Methods: Card sorting, tree testing, first-click tests, the methodologically sound foundations we built our reputation on

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Learn more about Live Site Testing

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AI-Powered Analysis (With Control) Interview analysis used to take weeks. We've reduced it to minutes.

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Our AI automatically identifies themes, surfaces key quotes, and generates summaries, while you maintain full control over the analysis.

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As one researcher told us: "What took me 4 weeks to manually analyze now took me 5 minutes."

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This isn't about replacing researcher judgment. It's about amplifying it. The AI handles the busywork, tagging, organizing, timestamping. You handle the strategic thinking and judgment calls. That's where your value actually lives.

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Learn more about Optimal Interviews

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Chat Across All Your Data Your research data is now conversational.

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Ask questions and get answers instantly, backed by actual video evidence from your studies. Query across multiple Interview studies at once. Share findings with stakeholders complete with supporting clips.

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Every insight comes with the receipts. Because stakeholders don't just need insights, they need proof.

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A Dashboard Built for Velocity See all your studies, all your data, in one place. Track progress across your entire team. Jump from question to insight in seconds. Research velocity starts with knowing what you have.

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Explore the new dashboard

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Integration Layer

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Optimal 3.0 fits your workflow. It doesn't dominate it. We integrate with the tools you already use, Figma, Slack, your existing tech stack, because research shouldn't force you to abandon how you work.

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What Didn't Change: Methodological Rigor

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Here's what we didn't do: abandon the foundations that made teams trust us.

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Card sorting, tree testing, first-click tests, surveys, the methodologically sound tools that Amazon, Google, Netflix, and HSBC have relied on for years are all still here. Better than ever.

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We didn't replace our roots. We built on them.

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18 years of research methodology, amplified by modern AI and unified in a complete ecosystem.

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Why This Matters Now

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Product development isn't slowing down. AI is accelerating everything. Competitors are moving faster. Customer expectations are higher than ever.

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Research can either be a bottleneck or an accelerator.

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The difference is having a platform that:

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• Makes research accessible to everyone (not just specialists)
• Provides a complete ecosystem (not fragmented point solutions)
• Amplifies judgment with AI (instead of replacing it)
• Integrates with workflows (instead of forcing new ones)
• Lets you search across all your data (not trapped in silos)

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Optimal 3.0 is built for research that arrives before the decision is made. Research that shapes products, not just documents them. Research that helps teams ship confidently because they asked users first.

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A Fresh Alternative

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We're not trying to be the biggest platform in the market.

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We're trying to be the best alternative to the clunky tools that have dominated for years.

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Amazon, Google, Netflix, Uber, Apple, Workday, they didn't choose us because we're the incumbent. They chose us because we make research accessible, fast, and actionable.

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"Overall, each release feels like the platform is getting better." — Lead Product Designer at Flo

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"The one research platform I keep coming back to." — G2 Review

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What's Next

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This launch represents our biggest transformation, but it's not the end. It's a new beginning.

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We're continuing to invest in:

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• AI capabilities that amplify (not replace) researcher judgment
• Platform integrations that fit your workflow
• Methodological innovations that maintain rigor while increasing speed
• Features that make research accessible to everyone

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Our goal is simple: make user research so fast and accessible that it becomes impossible not to include users in every decision.

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See What We've Built

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If you're evaluating research platforms and tired of the same old clunky tools, we'd love to show you the alternative.

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Book a demo or start a free trial

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The platform that turns "should we?" into "we did."

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Welcome to Optimal 3.0.

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Maze has built a strong reputation for rapid prototype testing and quick design validation. For product teams focused on speed and Figma integration, it offers an appealing workflow. But as research programs mature and teams need deeper insights to inform strategic decisions, many discover that Maze's limitations create friction. Platform reliability issues, restricted research depth, and a narrow focus on unmoderated testing leave gaps that growing teams can't afford.

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If you're exploring Maze alternatives that deliver both speed and substance, here are seven platforms worth evaluating.

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Why Look for a Maze Alternative?

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Teams typically start searching for Maze alternatives when they encounter these constraints:

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• ‍Limited research depth: Maze does well at at surface-level feedback on prototypes but struggles with the qualitative depth needed for strategic product decisions. Teams often supplement Maze with additional tools for interviews, surveys, or advanced analysis.
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• ‍Platform stability concerns: Users report inconsistent reliability, particularly with complex prototypes and enterprise-scale studies. When research drives major business decisions, platform dependability becomes critical.
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• ‍Narrow testing scope: While Maze handles prototype validation well, it lacks sophistication in other research methods and the ability to do deep analytics. These are all things that comprehensive product development requires. 
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• Enterprise feature gaps: Organizations with compliance requirements, global research needs, or complex team structures find Maze's enterprise offerings lacking. SSO, role-based access and dedicated support come only at the highest tiers, if at all.
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• Surface-level analysis and reporting capabilities: Once an organization reaches a certain stage, they start needing in-depth analysis and results visualizations. Maze currently only provides basic metrics and surface-level analysis without the depth required for strategic decision-making or comprehensive user insight.

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What to Consider When Choosing a Maze Alternative

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Before committing to a new platform, evaluate these key factors:

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• ‍Range of research methods: Does the platform support your full research lifecycle? Look for tools that handle prototype testing, information architecture validation, live site testing, surveys, and qualitative analysis.
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• Analysis and insight generation: Surface-level metrics tell only part of the story. Platforms with AI-powered analysis, automated reporting, and sophisticated visualizations transform raw data into actionable business intelligence.
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• Participant recruitment capabilities: Consider both panel size and quality. Global reach, precise targeting, fraud prevention, and verification processes determine whether your research reflects real user perspectives.
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• Enterprise readiness: For organizations with compliance requirements, evaluate security certifications (SOC 2, ISO), SSO support, role-based permissions, and dedicated account management.
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• Platform reliability and support: Research drives product strategy. Choose platforms with proven stability, comprehensive documentation, and responsive support that ensures your research operations run smoothly.
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• Scalability and team collaboration: As research programs grow, platforms should accommodate multiple concurrent studies, cross-functional collaboration, and shared workspaces without performance degradation.

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Top Alternatives to Maze

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1. Optimal: Comprehensive User Insights Platform That Scales

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All-in-one research platform from discovery through delivery

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Optimal delivers end-to-end research capabilities that teams commonly piece together from multiple tools. Optimal supports the complete research lifecycle: participant recruitment, prototype testing, live site testing, card sorting, tree testing, surveys, and AI-powered interview analysis.

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Where Optimal outperforms Maze:

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Broader research methods: Optimal provides specialized tools and in-depth analysis and visualizations that Maze simply doesn't offer. Card sorting and tree testing validate information architecture before you build. Live site testing lets you evaluate actual websites and applications without code, enabling continuous optimization post-launch. This breadth means teams can conduct comprehensive research without switching platforms or compromising study quality.

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Deeper qualitative insights: Optimal's new Interviews tool revolutionizes how teams extract value from user research. Upload interview videos and AI automatically surfaces key themes, generates smart highlight reels with timestamped evidence, and produces actionable insights in hours instead of weeks. Every insight comes with supporting video evidence, making stakeholder buy-in effortless.

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AI-powered analysis: While Maze provides basic metrics and surface-level reporting, Optimal delivers sophisticated AI analysis that automatically generates insights, identifies patterns, and creates export-ready reports. This transforms research from data collection into strategic intelligence.

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Global participant recruitment: Access to over 100 million verified participants across 150+ countries enables sophisticated targeting for any demographic or market. Optimal's fraud prevention and quality assurance processes ensure participant authenticity, something teams consistently report as problematic with Maze's smaller panel.

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Enterprise-grade reliability: Optimal serves Fortune 500 companies including Netflix, LEGO, and Apple with SOC 2 compliance, SSO, role-based permissions, and dedicated enterprise support. The platform was built for scale, not retrofitted for it.

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Best for: UX researchers, design and product teams, and enterprise organizations requiring comprehensive research capabilities, deeper insights, and proven enterprise reliability.

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2. UserTesting: Enterprise Video Feedback at Scale

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Established platform for moderated and unmoderated usability testing

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UserTesting remains one of the most recognized platforms for gathering video feedback from participants. It excels at capturing user reactions and verbal feedback during task completion.

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Strengths: Large participant pool with strong demographic filters, robust support for moderated sessions and live interviews, integrations with Figma and Miro.

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Limitations: Significantly higher cost at enterprise scale, less flexible for navigation testing or survey-driven research compared to platforms like Optimal, increasingly complex UI following multiple acquisitions (UserZoom, Validately) creates usability issues.

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Best for: Large enterprises prioritizing high-volume video feedback and willing to invest in premium pricing for moderated session capabilities.

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3. Lookback: Deep Qualitative Discovery

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Live moderated sessions with narrative insights

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Lookback specializes in live user interviews and moderated testing sessions, emphasizing rich qualitative feedback over quantitative metrics.

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Strengths: Excellent for in-depth qualitative discovery, strong recording and note-taking features, good for teams prioritizing narrative insights over metrics.

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Limitations: Narrow focus on moderated research limits versatility, lacks quantitative testing methods, smaller participant pool requires external recruitment for most studies.

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Best for: Research teams conducting primarily qualitative discovery work and willing to manage recruitment separately.

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4. PlaybookUX: Bundled Recruitment and Testing

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Built-in participant panel for streamlined research

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PlaybookUX combines usability testing with integrated participant recruitment, appealing to teams wanting simplified procurement.

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Strengths: Bundled recruitment reduces vendor management, straightforward pricing model, decent for basic unmoderated studies.

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Limitations: Limited research method variety compared to comprehensive platforms, smaller panel size restricts targeting options, basic analysis capabilities require manual synthesis.

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Best for: Small teams needing recruitment and basic testing in one package without advanced research requirements.

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5. Lyssna: Rapid UI Pattern Validation

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Quick-turn preference testing and first-click studies

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Lyssna (formerly UsabilityHub) focuses on fast, lightweight tests for design validation; preference tests, first-click tests, and five-second tests.

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Strengths: Fast turnaround for simple validation, intuitive interface, affordable entry point for small teams.

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Limitations: Limited scope beyond basic design feedback, small participant panel with quality control issues, lacks sophisticated analysis or enterprise features.

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Best for: Designers running lightweight validation tests on UI patterns and early-stage concepts.

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6. Hotjar: Behavioral Analytics and Heatmaps

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Quantitative behavior tracking with qualitative context

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Hotjar specializes in on-site behavior analytics; heatmaps, session recordings, and feedback widgets that reveal how users interact with live websites.

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Strengths: Valuable behavioral data from actual site visitors, seamless integration with existing websites, combines quantitative patterns with qualitative feedback.

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Limitations: Focuses on post-launch observation rather than pre-launch validation, doesn't support prototype testing or information architecture validation, requires separate tools for recruitment-based research.

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Best for: Teams optimizing live websites and wanting to understand actual user behavior patterns post-launch.

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7. UserZoom: Enterprise Research at Global Scale

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Comprehensive platform for large research organizations

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UserZoom (now part of UserTesting) targets enterprise research programs requiring governance, global reach, and sophisticated study design.

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Strengths: Extensive research methods and study templates, strong enterprise governance features, supports complex global research operations.

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Limitations: Significantly higher cost than Maze or comparable platforms, complex interface with steep learning curve, integration with UserTesting creates platform uncertainty.

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Best for: Global research teams at large enterprises with complex governance requirements and substantial research budgets.

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Final Thoughts: Choosing the Right Maze Alternative

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Maze serves a specific need: rapid prototype validation for design-focused teams. But as research programs mature and insights drive strategic decisions, teams need platforms that deliver depth alongside speed.

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Optimal stands out by combining Maze's prototype testing capabilities with the comprehensive research methods, AI-powered analysis, and enterprise reliability that growing teams require. Whether you're validating information architecture through card sorting, testing live websites without code, or extracting insights from interview videos, Optimal provides the depth and breadth that transforms research from validation into strategic advantage.

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If you're evaluating Maze alternatives, consider what your research program needs six months from now, not just today. The right platform scales with your team, deepens your insights, and becomes more valuable as your research practice matures.

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Try Optimal for free to experience how comprehensive research capabilities transform user insights from validation into strategic intelligence.

As we close out 2025, we’ve been reflecting on what we’ve achieved together and where we’re headed next. 

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We’re proud to have supported customers in 45+ countries and nearly 400 cities, powering insights for teams at LEGO, Google, Apple, Nike, and many more. Over the last 12 months alone, more than 1.2 million participants completed studies on Optimal, shaping decisions that lead to better, more intuitive products and experiences around the world.

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We also strengthened and brought our community together. We attended 10 industry events, launched 4 leadership circle breakfasts for senior leaders in UX, product and design, and hosted 19 webinars, creating spaces to exchange ideas, share best practices, and explore the future of our changing landscape across topics like AI, automation, and accessibility.

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But the real story isn't in the numbers. It's in what we built to meet this moment.

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Entering a New Era for Insights

This year, we introduced a completely refreshed Optimal experience - a new Home and Studies interface designed to remove friction and help teams move faster. Clean, calm, intentional. Built not just to look modern, but to feel effortless.

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Optimal: From Discovery to Delivery

2025 was a milestone year: it marked the most significant expansion of the Optimal platform we think we’ve ever accomplished, with an introduction of automation powered by AI.

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Interviews

A transformative way to accelerate insights from interviews and videos through automated highlight reels, instant transcripts, summaries, and AI chat, eliminating days and weeks of manual work.

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Prototype Testing

Test designs early and often. Capture the nuance of user interactions with screen, audio, and/or video recording.

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Live Site Testing

Watch real people interact with any website and web app to see what’s actually happening. Your direct window into reality.

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We also continued enhancing our core toolkit, adding display logic to surveys and launching a new study creation flow to help teams move quickly and confidently across the platform.

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AI: Automate the Busywork, Focus on the Breakthroughs

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The next era of research isn't about replacing humans with AI. It’s about making room for the work humans do best. In 2025, we were intentional with where we added AI to Optimal, guided by our core principle to automate your research. Our ever-growing AI toolkit helps you:

• accelerate your analysis and uncover key insights with automated insights
• transcribe interviews 
• refine study questions for clarity
• dig deeper with AI chat 
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AI handles the tedious parts so you can focus on the meaningful ones.

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Looking Ahead: Raising the Bar for UX Research & Insights

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2025 built out our foundation. The next will raise the bar.

We're entering a phase where research and insights becomes:
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• faster to run
• easier to communicate
• available to everyone on your team
• and infinitely more powerful with AI woven throughout your workflow

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To everyone who ran a study, shared feedback, or pushed us to do better: thank you. You make Optimal what it is. Here’s to an even faster, clearer, more impactful year of insights.


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Onwards and upwards.