Exploring the needs of the target audience

Exploratory design research (or user experience research) helps you truly understand who you are designing for. It explores the lives of your target audience and the context in which they (could) use your products and services.

The focus of design research is on uncovering people’s needs and motivations, and identify problems and opportunities. These insights will help you to define your strategy, making sure you are focusing on the right issues and therefore building the right solution.

To gain a deep understanding of (internal) customers and their context, I apply qualitative user research methods such as observation, interviews and participatory workshops. I underpin this with my knowledge of behavioural science.

Where possible I conduct research together with you, as this increases the level of customer understanding and empathy in an organisation.

Creating actionable insights

Research data needs to be translated into actionable insights. Insights can be captured in a report, but I prefer to help you create artefacts like persona’s, journey maps and service blueprints. These are more useful than reports in the design phase and less likely to end up unread on a shelf.

A journey map helps structure research insights and identify solution opportunities

From insights to solutions

Research insights can be translated into opportunity statements. An opportunity statement is used to generate ideas for a solution, which in turn can be prototyped and tested.

Curious about this process? Read more about co-creation, co-design and design thinking.

Research can be done online or in-person, in Dutch or English.