UX Design

UX design creates meaningful experiences between people and digital products. As Tedde van Gelderen explains in Experience Thinking, successful experiences require intentional design that starts with understanding your audience's journey, not just building features. Every touchpoint matters in creating connected experiences that drive business results and user satisfaction.

Tip: Start small with user interviews to understand current pain points before designing solutions.

We evaluate your current user experience challenges, business goals, and audience needs. Our Experience Thinking approach examines four connected areas: how people experience your brand, content, products, and services. If users struggle with any of these areas, UX design can create meaningful improvements that drive engagement and results.

Tip: Map your current user journey to identify the biggest improvement opportunities.

UI focuses on visual interface elements while UX encompasses the entire user journey and experience. Following Experience Thinking principles, we design holistic experiences that connect brand, content, product, and service touchpoints. UI is one component within the broader UX strategy that ensures all elements work together seamlessly.

Tip: Focus on solving actual user problems rather than adding visual features.

Experience Thinking examines four key experience areas: Brand (how people feel about your organization), Content (information packaging and consumption), Product (usability and functionality), and Service (all interaction points). We identify how these areas currently work together and design improvements that create one smooth, connected journey for your users.

Tip: Create a shared vocabulary around user needs to align stakeholder expectations.

Our Experience Thinking methodology treats users and stakeholders as critical contributors throughout the design cycle. We focus on creating connected experiences rather than isolated solutions, ensuring that brand, content, product, and service elements work together. Our collaborative approach combines deep experience research with creative design excellence.

Tip: Involve stakeholders in user research sessions to build empathy and buy-in.

Project timelines vary based on scope and complexity. Simple usability improvements might take 6-8 weeks, while end-to-end experience redesigns can span 3-6 months. We establish clear milestones and deliverables upfront, providing regular progress updates throughout the design process.

Tip: Set clear success metrics before starting to measure improvement impact.

We've delivered UX solutions across healthcare, financial services, telecommunications, government, education, and technology sectors. Our Experience Thinking approach adapts to any industry because it focuses on fundamental human experience principles. Each project benefits from our cross-industry insights while addressing specific domain challenges.

Tip: Use existing user data to inform research questions and design priorities.

We begin by understanding your business objectives, user needs, and competitive landscape. Following Experience Thinking principles, we create strategies that connect brand promise, content strategy, product functionality, and service delivery. This holistic approach ensures UX decisions directly support business outcomes while improving user satisfaction.

Tip: Document user feedback systematically to track patterns and prioritize improvements.

UX strategy development includes stakeholder interviews, competitive analysis, user research, and roadmap creation. We examine your entire experience ecosystem to identify opportunities for differentiation and improvement. The strategy provides clear direction on what to offer, how to prioritize initiatives, and what success looks like.

Tip: Consider how different user roles (customers, citizens, users, clients) have varying needs throughout the lifecycle.

We assess improvements based on user impact, business value, and implementation feasibility. Our Experience Thinking framework helps identify which touchpoints will create the most connected experience improvements. We create phased implementation plans that deliver quick wins while building toward larger transformation goals.

Tip: Start with changes that improve multiple experience areas simultaneously for maximum impact.

Competitive analysis reveals opportunities for experience differentiation and identifies industry best practices. We examine how competitors handle brand expression, content organization, product functionality, and service delivery. This insight informs positioning strategies that help you stand out through superior user experiences.

Tip: Look beyond direct competitors to understand user expectations shaped by best-in-class experiences.

We map the complete user lifecycle from initial awareness through long-term engagement. As emphasized in Experience Thinking, customers, users, and clients have different needs at different journey stages. We identify each touchpoint, understand user goals and pain points, and design connected experiences that support users throughout their entire relationship with your organization.

Tip: Focus on experience connectors that help users move smoothly between different stages.

We build flexibility into our approach and maintain regular communication about evolving priorities. Our Experience Thinking methodology allows us to adapt strategy while maintaining experience consistency. We'll reassess how changes impact the four experience areas and adjust our approach accordingly.

Tip: Plan for iteration cycles rather than expecting perfection on first launch.

We establish success metrics aligned with your business objectives, including user engagement, task completion rates, satisfaction scores, and business KPIs. Success measurement examines improvements across brand perception, content effectiveness, product usability, and service satisfaction to ensure holistic experience enhancement.

Tip: Track both leading indicators (usability metrics) and lagging indicators (business outcomes).

We combine qualitative and quantitative methods including user interviews, surveys, usability testing, journey mapping, and competitive analysis. Our research approach examines how users experience your brand, interact with content, use products, and engage with services. This understanding informs design decisions that truly meet user needs.

Tip: Test with real users early and often to avoid costly redesigns later.

We develop detailed recruitment criteria based on your target audience characteristics, usage patterns, and business objectives. Our experienced research team uses qualified screening processes to ensure participants represent your actual users. We consider demographics, experience levels, and context of use to gather meaningful insights.

Tip: Create user personas that represent real people, not demographic averages.

Personas bring users to life and focus design decisions around real user needs and goals. Following Experience Thinking principles, personas help us understand how different user types experience your brand, consume content, use products, and interact with services. They become a shared reference point that keeps user needs central throughout the design process.

Tip: Base personas on actual research data and update them as you learn more about users.

We create early, testable versions of experiences and involve users in validation exercises before full development. As Experience Thinking emphasizes, testing concepts early helps identify potential problems before they become major issues. We use prototypes, concept testing, and iterative feedback to ensure designs meet user expectations.

Tip: Create throwaway prototypes specifically for testing rather than polished versions.

Research reveals user motivations, pain points, workflow patterns, and unmet needs. We often discover disconnects between how organizations think users behave and actual user behavior. Our findings include insights about brand perception, content preferences, feature priorities, and service expectations that directly inform design improvements.

Tip: Pay attention to what users do, not just what they say they do.

We conduct research in realistic usage environments, including mobile, desktop, and tablet contexts. Our research examines how experience expectations change across devices and situations. This contextual understanding ensures designs work effectively wherever and however users access your digital products.

Tip: Consider mobile experience first since most users access content on phones.

We combine behavioral data with research insights to create a complete understanding of user experience. Analytics reveal usage patterns while research explains the 'why' behind user behavior. This combination helps us identify opportunities for experience improvements that are both data-driven and human-centered.

Tip: Use analytics to identify problem areas, then use qualitative research to understand why problems occur.

We create clear, visual presentations that connect research insights to design opportunities and business impact. Our findings include user journey maps, personas, and specific recommendations that teams can implement immediately. We customize presentations for different stakeholders, ensuring everyone understands how research informs their decisions.

Tip: Include video clips of user sessions to help stakeholders hear user voices directly.

Our process follows Experience Thinking methodology: we start with experience understanding rather than feature requirements. We research user needs, map current experiences, design connected solutions across brand, content, product, and service touchpoints, create prototypes, test with users, and iterate based on feedback before final implementation.

Tip: Design the experience on paper first, then test it with users before building functionality.

We create design systems and style guides that maintain consistency while allowing flexibility for different contexts. Our Experience Thinking approach ensures brand expression, content presentation, product interactions, and service delivery all feel connected and cohesive. Design systems enable scalable consistency as your digital presence grows.

Tip: Build design systems gradually to ensure consistency across touchpoints.

We research how users naturally categorize and search for information, then organize content to match their mental models. As outlined in Experience Thinking, content structure significantly impacts user experience. We create hierarchies and navigation systems that make information easy to find, understand, and use across different user contexts.

Tip: Use card sorting exercises with real users to understand their mental models.

We design mobile-first, then adapt experiences for larger screens while maintaining functionality and brand consistency. Our approach considers how user goals and content consumption patterns change across devices. We ensure that core user flows work effectively on all screen sizes while optimizing for each device's unique capabilities.

Tip: Design for the smallest screen first, then enhance for larger screens.

Wireframes help us explore and communicate structural concepts while prototypes allow testing of interaction flows and usability. Following Experience Thinking principles, we create testable experiences early in the process to validate concepts with users and stakeholders before investing in full visual design and development.

Tip: Use low-fidelity wireframes for structure, high-fidelity prototypes for testing interactions.

Accessibility is integrated throughout our design process, not added afterward. We consider diverse user needs from initial research through final implementation. Our designs meet WCAG guidelines while creating inclusive experiences that work for users with different abilities, technologies, and contexts of use.

Tip: Test accessibility early by including users with different abilities.

We design interactions that feel natural and provide appropriate feedback to users. Micro-interactions enhance usability by confirming actions, showing system status, and guiding users through tasks. These details contribute to the overall experience quality and help users feel confident and in control.

Tip: Design micro-interactions that provide clear feedback for every user action.

We create progressive interfaces that serve both novice and expert users effectively. Our designs include clear guidance for new users while providing efficient shortcuts for experienced ones. This approach ensures experiences remain accessible to newcomers while growing with users as they become more proficient.

Tip: Include onboarding that teaches your interface without overwhelming new users.

We conduct moderated and unmoderated testing, including task-based usability tests, concept validation, A/B testing, and accessibility testing. Our testing examines how well experiences work across the four Experience Thinking areas: brand perception, content comprehension, product usability, and service effectiveness.

Tip: Schedule regular design reviews to maintain quality during implementation.

For qualitative usability testing, we typically test with 5-8 users per user type, which reveals most usability issues. For quantitative testing or when statistical significance is needed, we use larger sample sizes. The exact number depends on your user diversity, project scope, and research objectives.

Tip: Test with representative users rather than just convenient participants.

Beyond task completion, we test emotional response, brand perception, content clarity, and overall experience satisfaction. Following Experience Thinking principles, we examine how well all touchpoints work together to create connected, meaningful experiences. Testing includes first impressions, trust factors, and likelihood to recommend.

Tip: Test the entire user journey, not just individual features or pages.

We create interactive prototypes and concept mockups that simulate real experiences without full development. As Experience Thinking emphasizes, testing early versions helps identify and resolve issues before they become costly problems. Prototype testing validates design directions and interaction flows with actual users.

Tip: Test concepts and flows before investing in visual design and development.

We analyze root causes and recommend design modifications to address identified issues. Our iterative approach allows for design adjustments based on user feedback. We prioritize fixes based on impact and feasibility, often conducting follow-up testing to ensure improvements effectively resolve user problems.

Tip: Fix the most critical issues first, then retest to validate improvements.

Mobile testing focuses on touch interactions, screen size constraints, and on-the-go usage contexts. Desktop testing examines complex workflows and multi-window interactions. We consider how user behavior and expectations differ across devices, ensuring experiences work optimally in each context.

Tip: Test on actual devices, not just browser simulation tools.

We measure task completion rates, time to completion, error rates, and user satisfaction scores. We also track qualitative insights like user confidence, emotional responses, and areas of confusion. These metrics help quantify user experience quality and identify specific improvement opportunities.

Tip: Combine quantitative metrics with qualitative observations for complete insights.

Your team's involvement is essential for project success. We schedule regular touchpoints for feedback, decision-making, and knowledge transfer. Following our collaborative Experience Thinking approach, your subject matter expertise combined with our UX methodology creates the strongest outcomes. We adapt involvement levels to your team's capacity and preferences.

Tip: Document design decisions to help future team members understand rationale.

We integrate closely with development teams to ensure designs are implemented effectively. Our deliverables include detailed specifications, design systems, and ongoing support during development. We conduct regular design reviews to maintain quality and help resolve any technical implementation challenges that arise.

Tip: Include developers in design discussions to identify technical constraints early.

We provide regular progress updates, milestone presentations, and maintain open communication channels. You'll receive preliminary findings and have direct access to our team. We customize communication frequency and format to match your preferences and project complexity.

Tip: Create shared project documentation that everyone can access and reference.

We facilitate stakeholder workshops and use user research data to guide decision-making. Our Experience Thinking approach provides objective criteria for evaluating design options based on user needs and business goals. We help align stakeholders around shared objectives and evidence-based recommendations.

Tip: Use user research findings to resolve subjective design debates objectively.

We welcome feedback and build revision cycles into our process. We distinguish between subjective preferences and objective usability issues, using research insights to guide decisions. Our collaborative approach ensures stakeholder input while maintaining user-centered design principles.

Tip: Separate feedback sessions for structural issues versus visual refinements.

We provide training on design systems, best practices, and ongoing UX management. Our team transfers knowledge about user research findings, design rationale, and implementation guidelines. This empowers your team to maintain and evolve the user experience independently.

Tip: Create internal UX guidelines that reflect your specific user needs and constraints.

We're experienced with remote collaboration using digital tools for workshops, presentations, and feedback collection. We adapt our communication and collaboration approaches to work effectively across time zones and locations while maintaining project momentum and quality.

Tip: Use collaborative design tools that allow real-time feedback and iteration.

We maintain detailed project documentation and provide onboarding for new team members. Our systematic approach to documentation ensures project continuity even when team composition changes. We adapt quickly to new stakeholder relationships while maintaining project direction.

Tip: Maintain a central repository of design decisions and user research insights.

Deliverables typically include user research reports, design systems, wireframes, visual designs, prototypes, and implementation guidelines. Following Experience Thinking principles, we provide guidance for maintaining connected experiences across brand, content, product, and service touchpoints. All deliverables are designed for practical use by your team.

Tip: Request deliverables in formats that integrate with your existing tools and workflows.

We create detailed specifications, style guides, and provide implementation support during development. Our recommendations include priority levels and feasibility assessments. We work closely with your technical team to ensure designs are implementable within your constraints and capabilities.

Tip: Start implementation with high-impact, low-effort improvements to build momentum.

We offer post-launch support including usability monitoring, design system maintenance, and strategic guidance for future enhancements. Our goal is to ensure successful implementation and provide resources for continued UX improvement. Support levels can be customized based on your ongoing needs.

Tip: Plan for post-launch user feedback collection to identify areas for refinement.

We establish baseline metrics before implementation and track improvements in user engagement, task completion, satisfaction scores, and business KPIs. Success measurement examines the holistic experience impact across all touchpoints, ensuring that improvements create meaningful value for both users and your organization.

Tip: Set up measurement systems before launch to capture baseline performance data.

We analyze performance data to understand root causes and recommend adjustments. Our iterative approach treats implementation as part of the design process. We provide guidance for optimization based on real user behavior and performance metrics.

Tip: Plan for iterative improvements based on real user behavior post-launch.

We create UX roadmaps that outline future enhancement opportunities and priorities. Following Experience Thinking principles, we consider how your experience ecosystem might evolve across brand, content, product, and service areas. These roadmaps help you plan investments and maintain experience quality over time.

Tip: Build design systems that can evolve with your product and user needs.

We create user research repositories, design systems documentation, style guides, and best practice guidelines. This documentation enables your team to maintain consistency, make informed design decisions, and onboard new team members effectively. All materials are designed for practical, ongoing use.

Tip: Establish regular design reviews to maintain quality as your team grows.

We transfer knowledge through training sessions, workshops, and mentoring. Our approach includes teaching research methods, design principles, and user-centered thinking. We help establish internal processes and tools that enable your team to continue improving user experiences independently. This knowledge transfer ensures lasting impact beyond the project completion.

Tip: Start with basic user research skills that any team member can apply to their work.