What we focus on

The proven power of design principles in the value driven design context

A design principle is a guiding rule or fundamental truth that shapes and informs design decisions. It reflects what’s important to a team, brand, or project, and helps Read More

Iwan Cuijpers | 14 min read

The difference between UED and UID

The difference between user experience design and user interface design is not always clear to people outside the field. In this article we explain that difference. Read More

Iwan Cuijpers | 3 min read

Better RFP procedures

It is hardly possible to make a really good and objective choice in an RFP process. How can that be better? Read More

Iwan Cuijpers | 6 min read

All about user experience design (UX Design)

User Experience Design has become an essential part of the design process of websites and apps. With increasing competition in digital services, it is important to put Read More

Iwan Cuijpers | 10 min read

The secret of valuable UX projects: producer values

Based on empirical research, many IT projects don’t seem to be a success from a business perspective. Goals were not achieved, budgets were exceeded, user needs were not Read More

Iwan Cuijpers | 7 min read

Upgrading from feature driven to value-driven development

Companies large and small are adopting agile ways of working in activities closest to the customer: innovation, customer experience, sales and servicing, and product Read More

Iwan Cuijpers | 5 min read

An introduction to value driven design

Value Driven Design is a practical and flexible approach that helps teams turn strategic goals into meaningful outcomes by aligning people, processes, and decisions Read More

Iwan Cuijpers | 6 min read

Career paths for designers

As UX design as a field is maturing, so are the insights into UX positions. A UX designer was always able to grow into a senior UX designer, but other options weren't Read More

Iwan Cuijpers | 5 min read

A lot of user stories are not user stories

We really like user stories, because they put the user in the center of the development cycle. However, in a lot of projects, user stories are not used as they are Read More

Iwan Cuijpers | 4 min read

Buyer values in the design process

Designers are stars in developing brilliant solutions to clients' digital problems. But exactly which problems they are solving is not always clear. When you ask the Read More

Iwan Cuijpers | 5 min read