Customer Insights and User Experience

What are the fundamental needs, problems and strategies of customers? By engaging with key experts and stakeholders, including (potential) customers, we analyse user requirements, generate ideas, and evaluate new products and services. Ethnographic research, design thinking methods and co-creation workshops enable us to manage innovation based on the values of those being involved.

User Experience Offering


  • Ethnography and User Research

  • Ethnography and interviews are typical research methods that we apply to understand customer needs and requirements, and to identify new opportunities for Value Innovation. The full range of social science research methods applies. Check the bottom of the page for an illustration of one of our preferred research approaches.

  • User- and Learner-Centered Design

  • Designing services, interaction and interfaces based on the needs, desires, and values of users involves professional disciplines such as information architecture and design, and standards such as ISO standard Human-centred design for interactive systems (ISO 9241-210, 2010).

  • Usability Engineering, Evaluation and Optimization

  • In usability engineering, we work with prototyping and interaction design patterns. Evaluation methods include field tests and usability testing using paper prototypes or eye-tracking technology. While formative evaluation feeds the development process, summative assessment monitors outcomes against usability goals.


An illustrated approach for user research involving participatory observation and concept development.
Ethnography and Concept Development UXBerlin