Case
How do you make financial information more accessible to parents?
We redesigned the child benefit fund KidsLife’s website to make information easier to access and digest. Discover the case.
Look at this client story
The value of UX & usability research with the iO Insights Lab
When it comes to UX & usability research, seemingly simple questions often lead to very surprising answers. After all, what seems logical to you doesn't mean it users understand or even want it. Applying research methods and involving end users who make up your target audience gets you valuable insights. Find out, for example:
Whether end users consider your ideas as valuable.
Whether your planned investments will deliver value.
What users find important, whether your product or service meets their needs and what you could do to make them even more satisfied.
User research in practice
How Royal Canin uses research to improve their brand experience
A strong brand experience starts with knowing and understanding the target audience. What is important to dog owners in the first year of raising their new puppy? Royal Canin and iO explored this question together in the iO Insights Lab. Through interviews with brand-new dog owners, we mapped out their needs. We revealed interesting insights on how Royal Canin can support dog owners even better in their dog's first year of life. Find out more about the approach in the video.
Examples of commonly used research methods
Based on the type of business question, our iO Insights Lab experts put together an ideal mix of research methods, potentially combined with quantitative research methods. For example, the evaluation of propositions or campaigns requires a different mix of research methods than the validation of a concept or exploration to lower the pressure on customer support. A selection of our frequently used research methods:
Would you like to explore the opportunities of UX & usability research? Our experts are ready for you.
When to conduct user research?
It’s a common misconception that user research is merely useful at the early stages of your digital products or services. Instead, at any stage of development you can start with user research, such as UX & usability research. And it can cover any and every aspect of user experience. That much is clear from the following examples of issues to which UX & usability research can provide an answer:
A Product Owner who wants to explore how a digital service channel could help reduce waiting times.
A Category Specialist who, driven by research, wants to improve sales on an e-commerce platform.
CX Manager who wants to investigate whether organisations’ assumptions are correct according to the target audience and end users.
A Product Owner who wants to confirm whether the items on the roadmap will actually add value.
In short, the value of customer insights is not in the phase of your digital service or product is in. It’s rather in the framing of the issue combined with a smart mix of research methods. Our iO Insights Lab experts would love to help you frame the research question and get unique customer insights through research.
Organisations already benefitting from UX & usability research
Read more on the value of UX & usability research in our case studies and insights
Case
How do you give pet owners the material they need?
We used Shopware to build Flamingo Pet Products’ new B2B webshop. The webshop has been live for 8 months now and is proven to be a success. Read more!Look at this client story
Case
How do you make music streaming more accessible in B2B?
Read more about how iO helped music streaming service Tunify to improve its platform’s user interface and user experience, as well as revamp its design.Look at this client story
Case
How do you effectively connect, activate, and support lung patients with one platform?
Last year we developed coronalongplein.nl. A new digital strategy and the launch of the new website for Longfonds was the next step.Look at this client story
Case
Impacting the traveller and environment through technology
Brussels Airport: a look at the digital platforms iO built for the ultimate passenger experience.Look at this client story
Case
How does a smart vehicle configurator help for higher order value?
iO developed a website and UX-driven configurator for and with Suzuki Belgium. Read all about it in this case.Look at this client story
Case
Transforming the passenger experience through innovation & service design
New technology, internet-of-things and proof-of-concepts. Find out how iO is introducing innovation at Brussels Airport.Look at this client story
Case
How do you create the best possible experience for Brussels Airport travellers?
Brussels Airport: In this case story, read how iO has become an extension of the airport.Look at this client storyWhat we do
Service design for quality services and products
Develop, test and improve your services and products with service design. This will help you improve the user experience of your most demanding users.Read more
What we do
An innovative long-term partnership: strategy in technology
Support your organisation’s growth ambitions on budget with an in-depth tech strategy. Find out more about what iO can do for your business.Read more
What we do
Convince your target group with smart UX/UI design
UX/UI design can make or break the success of your web platform, application or campaign. How do you make it work? Read on and find out.Read morePress
4 out of 10 Belgians are digitally vulnerable
Read more
Whitepaper
Boost your conversion rate with UX research
Do you know when UX research can be useful? Here's a hint: it's not just when you're developing a new platform. Investing in UX research is also a good idea for existing websites and apps. After all, it gives you a better picture of your users and can lead to higher conversion.Read more
Blog
How do we measure the success of User Experience?
'To measure is to know' is a frequently heard management mantra. But 'User Experience' can appear to be an immeasurable thing. Still, there are ways to quantify the User Experience.Read more
Stack
iO: Your Shopify Partner for the best (online) shopping experiences
Discover how iO can elevate your e-commerce success with a tailored Shopify platform. From seamless integrations to limitless connectivity, we provide full support from technology to marketing, ensuring optimal growth and conversion.Read moreWhat we do
Understand your audience with market and consumer research
If you know your consumer, you can answer to their needs better. iO helps you with in-depth insights from market and consumer research.Read more
What we do
Research and audits, vital to strong organisations
Is your strategy based on a gut feeling or research and analysis? Our experts will lead the way.Read more
What we do
Media & performance auditing: where is your marketing today?
From content to advertising and tracking tools: with media and performance audits, our experts will show you the next steps to take in the digital world.Read more
What we do
Online games: a win-win situation
Add a little spice to your campaigns with interactive minigames. Excite your audience and collect valuable data!Read more
What we do
UX strategy tailored to your brand and audience
Our UX designers not only provide a pleasant experience for your users, they ensure a consistent brand experience across every journey as well.Read moreWhat we do
Relevant audience interaction thanks to interaction design (IxD)
A strong IxD approach helps users and technology interact easily. Our experts will show you the ropes.Read moreWhat we do
Stronger websites with thorough UX testing and validation
By testing and validating UX designs, users can quickly find the information they need on your website.Read more
What we do
Request your free UX scan
Increase your conversions and improve usability with a UX scan.Read more
What we do
AI makes your organisation smarter and more efficient | iO
AI is more than a trend. Our experts are here to show you how AI can add value to your organisation.Read more
What we do
Digital accessibility: opening doors to all users
Enhance your website's accessibility with iO's expert guidance. Discover where your organisation stands, prioritise accessibility, and ensure transparency. Build a more inclusive digital world today.Read moreWhat we do
Technology & security audit, for proper digital protection
How do you grant your organisation lasting protection? With a clear overview of the weaknesses, vulnerabilities and security risks in your digital ecosystem. Read how a technology & security audit can help your business case.Read moreWhat we do
Use creative concepting to tell an engaging brand story
Creative concepting nests your brand and message firmly in the minds of your target group. How do you do that? Let our experts get you started!Read more
What we do
Engage your target audience with dynamic online and offline activations
Activate your target audience with dynamic online and offline experiences. At iO, we blend marketing, technology, and strategy to create impactful brand activations.Read moreWhat we do
iO is your UX writing partner for happier customers
UX writing removes friction in every step of the customer journey — resulting in satisfied customers.Read more
What we do
Data management & data warehousing: go further with human insights
Bring order in the chaos of big data with data management & data warehousing. The iO experts will help you on your way.Read more
Press
NMBS picks iO as innovation partner and service design expert
Read more
Press
Strategic boost for iO with two new senior hires
Read more
Whitepaper
How to successfully develop a platform
Facebook is a media company that does not create content. Airbnb has turned the hotel industry upside down without owning any accommodation. Two well-known examples of fast-growing platforms that enable transactions and bring users and products together. The main factor for success in this is their appeal to the right users and adding value by solving problems, providing convenience or introducing new services. They do this using a very strong User Experience (UX) and Developer Experience (DX).Read more
Whitepaper
Whitepaper: Creating exceptional customer journeys with a Digital Experience Platform
In markets that are saturated with options and with customers that are overloaded with choices, it's an exceptional customer experience set will set you apart. A Digital Experience Platform can help you accomplish this - and we'll tell you how.Read more
Blog
5 UX myths debunked
User experience is an increasingly high priority for brands and organisations. Unfortunately, there are many misconceptions and persistent myths about UX. What are they, how can you refute them and perhaps most importantly: how can you, as a brand, do things differently – read: better –? This article will explain how you can do all of this.Read more
Blog
Validation: a wise investment, not an expensive gamble
An idea is often the first step towards a better future, and it’s no different in product development. A backlog full of crystal-clear priorities – epics, stories, bugs, and tickets – is a wealth of ideas for the future. Having the time and budget to actually work all these ideas out is something else altogether. How do you validate an idea without risking a serious chunk of your budget? There are many situations where you would like to present an idea to your target group, just to find out whether it is financially feasible, but you can never be certain that an idea is worth the financial cost of testing. A negative result after testing can be expensive. There are industries that operate at such a scale that a 2% drop can run to the millions. That’s why caution is advised.Read more
Blog
Accessibility and WCAG 2.1 for an accessible webshop, app and site
One in eight people in the Netherlands are living with a long-term physical, psychological, intellectual, sensory, or intellectual disability. If you offer products or services in the Netherlands, it is forbidden to discriminate between people with or without a disability. Yet there are still many companies that only assess their digital sales and service channels on the speed and responsiveness on each device. Why do companies often see digital accessibility, and therefore the WCAG 2.1 guidelines as optional? At iO, Software Architect Lucien Immink is committed to creating accessible webshops, applications and sites and explains how to make your digital channels accessible and inclusive.Read more
Blog
UX copy: the power of copywriting on user experience
Copywriting. Most people know it as a marketing term. You write informative or seductive texts to encourage readers to take a certain action. Often you want to inform or sell a product or service. A nice slogan for your brand, an elegant text on a brochure, or the proud history of a soup brand on its packaging.Read more
Blog
What's in a name: how to choose an iconic brand name
A strong brand identity begins with a strong brand name. So determining your brand’s name has a major impact on your success as a company. How then do you come up with a name that conveys your brand values and feels like a household name to consumers? Discover how our research and creation can help you anchor your new name in your customers' hearts.Read more
Blog
7 essential insights to help you determine your marketing budget for 2025
In the ever-changing world of marketing, it can be challenging for CMOs to determine the correct marketing budget. The economic landscape and technological advances in the marketing industry calls for a new approach to budgeting. In this article, Glenn Weuts - Head of Marketing Technology at iO, shares seven marketing budget insights, with recommendations for how to determine your budget for 2025.Read more
Blog
How to choose an appropriate data analytics platform?
A data analytics platform extracts data from websites and apps and processes it into actionable insights for your business operations. At the beginning of 2023, Google Analytics still had a market share of over 85% in our region and the choice was often an easy one. However, after a series of complaints and questions about its compatibility with GDPR legislation, Google Analytics is balancing on the edge of legality. Consequently, the following question arises: what should you pay attention to when choosing another data analysis platform?Read more
Blog
E-inclusion: how to leave no one behind digitally
There is a digital divide between the personas we use in marketing and the population. In Belgium, this gap is large: almost 50% of the population are considered to be digitally vulnerable. How do you deal with this as an organisation? And how do you ensure that your products and services do not exclude anyone digitally? This blog contains nine practical tips to help you on your way to digital inclusion.Read more
Blog
Google introduces Interaction to Next Paint as a new Core Web Vital
From March 12, we welcome a significant update in the world of web performance with the introduction of Interaction to Next Paint (INP) as part of the Core Web Vitals. But don't worry, you don’t have to be a web developer to understand: we’ll explain the importance of this update in plain language.Read more&w=1920&q=75)
Video
Steven Van Belleghem: The cost of poor 'Customer Experience' is frequently underestimated.
Companies are unaware of the enormous the cost of bad customer experiences. Out-of-pocket costs such as customer service are being pushed up, at a time when it’s becoming more difficult and expensive to find new customers.And this is happening while the brand credibility is declining and there is erosion in terms of new business development. In the video below, Steven Van Belleghem calls for more investment in customer focus, as a driver for a successful 2025.Read more
Case
How do you digitise the largest leisure agenda in Flanders and Brussels?
Our developers built an improved digital UiTinVlaanderen with a headless CMS and GraphQL layer. Read how we bring omnichannel ambitions online.Look at this client story
Case
How do you build a global B2B platform tailored to foodservice professionals?
How to build a multi-site, multi-language, global B2B platform for lead generation and online branding - iOLook at this client story
Case
How a down-to-earth audit paves the way to the ideal digital tools?
With an efficient platform audit, our experts helped Ebema make the most appropriate choices.Look at this client story
Case
How do you digitise 133.000 years of history?
In 60 historical windows, the Canon van Vlaanderen depicts Flemish culture - and we provided the interactive website.Look at this client story
Case
How to create a robust personalized inspiration platform for food professionals in Drupal?
For food giant Vandemoortele, we built a Drupal platform that inspires and supports multiple audiences with customised content. Read the case.Look at this client story
Case
How to combine rebranding and site redesign for a better user experience?
Creating a Cohesive Platform: Assuralia's Rebranding and Site Redesign for Enhanced User Experience Read the story here.Look at this client story
Case
How do you strengthen your market position as a recruitment and staffing expert with a new brand?
YER is already big but aspired to double their presence in the world of recruitment and selection and secondment. iO helped them with creating a new brand, internal branding, external activation online and offline and bringing 3 websites into 1 site for all target groups.Look at this client story
Case
Finding, customising and ordering the perfect promotional gift in as few clicks as possible
Find out how iO developed one powerful and scalable e-commerce platform for the web shops of all Favorite Gifts' brands. Read the case study.Look at this client story
Case
How can a network manager ensure we navigate the energy transition successfully?
Discover how awareness, behaviour change, and hyper-local personalization lead to cost efficiency and relevance at the right moment.Look at this client story
Case
How to disrupt online banking using innovative apps and web portals – for years on end?
Find out how iO developed an online platform and iOS and Android apps for the online bank Knab, from UX/UI design to development. Read the case.Look at this client story
Case
How has fresh branding contributed to a stronger position in the market?
For Prowise, an interactive display and educational software expert, iO designed a new WordPress website complemented by a new brand voice and copy.Look at this client story
Case
Finding and offering the right location to turn a special event into a favourite memory
Discover how iO made the websites and the personal admin portal of High Profile Locaties more manageable, findable and scalable. Read the case study.Look at this client story
Case
How to catch the attention of students who swipe away every ad?
Discover how Avans University of Applied Sciences and iO attracted over 20,000 new student choosers with creative, data-driven campaigns. Learn strategies that hold Gen Z's attention and create strong brand connections. Get inspired and discover how to entice your target audience.Look at this client story
Case
How do you double your mobile conversion within 4 years?
What it takes to make booking as easy as possible for you? Discover the power of a strong management vision, a streamlined work process, and long-term, open, and transparent collaboration between Landal GreenParks and iO.Look at this client story
Case
How do you accelerate getting innovative lighting into the living rooms of 47 countries?
iO experts built a brand new D2C website with an advanced Adobe Experience Manager e-commerce platform for lighting specialists Signify. The result: happy users and satisfied teams. Read the full case here.Look at this client story
Case
How do you stimulate requests for co-branded credit cards?
Web, app, and integration platform for co-branded credit card programmesLook at this client story
Case
How do you provide customers with flexible retail financing without a card?
Flexible credit, without a card and with all the omnichannel advantages of a credit card.Look at this client story
Why iO?
iO is a blended partner. We are experts in strategy, content, technology, and marketing - hundreds of specialists in their fields who use their experience to help organisations like yours move forward.
As such, our expertise goes beyond user research. We also help you:
Create a consistent brand experience on your website, app, or platform.
Align the technical landscape with your organisation's strategy.
Use relevant insights to reach your target audience through marketing and campaigns.
Great to meet you, we are iO
iO is a ‘blended agency’, actively tearing down the walls between the agency, technology and consulting worlds. This asks for a new breed of partnership. That’s why we help you to sustainably shape and improve your total brand experience, along the end-to-end journey. We blend talents in strategy, creativity, content, marketing, technology and data. That’s how we unlock the power of collaborative intelligence.
Do you want to discover the opportunities of UX research for your organisation?
Have a chat with Charlotte Scheurleer about your challenge to discover your growth opportunities.
Your contact:Charlotte,Research Strategist