UX research

Researching the optimal
user experience

UX is a process where we define, analyze and research, design, implement, evaluate and optimize. In reality, UX is a (learning) process and not an end result.

Briefly

The basics of good web design

User needs

Identifying what users need and want from a product, including their goals, tasks, and motivations.

User behavior

Observe how users interact with digital products and what challenges they encounter in order to improve usability and functionality.

Usability testing

Testing prototypes or existing products to identify and resolve usability issues.

User personas and segmentation

Creating detailed profiles of typical users to guide design.

User needs

The end users are the focus

User needs include not only the functional requirements users have of a product, but also their emotional expectations. Understanding user needs helps design products that not only meet basic tasks, but also provide a pleasant and intuitive experience. This goes beyond simply solving problems. It’s about enriching the user’s interaction with the product, increasing their overall satisfaction and engagement.

The importance of understanding user needs in User Experience (UX) research cannot be overemphasized. When we ignore these needs, we risk developing products that are misguided or irrelevant to the target audience. This can lead to diminished user engagement, frustration and ultimately the loss of customers. By conducting in-depth research into what users really need and want, we can develop solutions that are not only functional, but also make an emotional connection. This leads to stronger brand loyalty and a sustainable competitive position in the marketplace.


It’s all about enriching the user’s interaction with the product, increasing their overall satisfaction and engagement.

User behavior

Identifying problems and correcting assumptions

User behavior provides deeper insights into how people actually interact with the digital product. This is not just about what users say they do or want, but what they actually do when they interact with an interface. By observing and analyzing how users navigate, click, scroll and react to different elements, our designers gain valuable information about a product’s strengths and weaknesses. This understanding of user behavior enables us to design more intuitive, user-friendly and effective interfaces. This leads to increased user satisfaction and engagement.

Assumptions about how users will use a product can often be wrong, and only by observing real-world behavior can these assumptions be corrected. Moreover, understanding user behavior helps identify problems that users may not be able to express explicitly, such as navigation problems or confusion caused by unclear content. By incorporating these insights into the design process, digital products can be created that not only meet users’ needs, but also provide an optimal user experience.

Usability testing

Optimizing through observation

Usability testing is a crucial part of UX research, focused on evaluating a product by testing it with real users. This method allows us to get direct feedback on how people actually use a product, making it possible to identify bottlenecks, confusion and any user-unfriendly aspects of the design. During a usability test, users perform specific tasks while their interactions and reactions are observed and measured. This can range from completing a transaction on a website to navigating through an app.

User personas and segmentation

Personalization pioneering

User personas and segmentation help form a clear and detailed picture of a product’s target users. A user persona is a semi-fictional character representing a key user group, based on detailed research and data. These personas include specific characteristics such as demographics, behaviors, needs, motivations and context of use. Segmentation, on the other hand, divides the broad user base into smaller, manageable groups with common characteristics. This approach supports us in targeting specific user needs and preferences, resulting in more personalized and effective designs.

Wireframing Next expertise

Wireframing