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Product design

Validation & User testing

After we have designed or built something, we test it with the right target audience to see if we have created the correct solution. This means whether they understand its purpose, how it works and if they flow through it as expected. We want users to be able to use a digital product fully and understand it with little mental effort.

Our validation & usertesting services

User interviews

We talk to your target users to understand who they are, what they struggle with and validate if the concept, idea or design will work for them.

Data analysis & instrumentation

We recommend and document what metrics you should track and instrumentation and product analytics or other data to check how users interact with your product, what customer segments you have and find persona.


We create a (quick) visual solution that users can interact with to validate our assumptions, ideas or designs.

Usability testing

We create scripts based on the goals we expect testers to reach, run the test and document the learnings.

How we approach validating a design or idea

  1. Set clear goals

    First, we need to clearly define and document what we want to test or learn and what concrete success criteria we’re looking for.

  2. Make a testing plan

    Once we have clear goals defined, we translate them into a plan of action. Depending on the goals set and the nature of the test, it can be a script that guides us in user interviews or a set of data we track to measure success.

  3. Run the test

    To run a user interview or usability test, we contact the testers to schedule a meeting, put our (interactive) solutions in front of the actual users, and observe them while they interact with the product. For quantitative testing, we work with your engineers to implement the data collection and measure it against the criteria defined.

  4. Iterate and improve

    We analyse the feedback and data to extract learnings. And we apply these learnings to iterate on our solutions until we get them right by the success criteria we defined in the first place.

  5. Document and share

    We document our process and learnings every step of the way. And we share it with everyone involved or the next team to work on the solutions to ensure they know what to build and why.