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From the moment a company decides they want a new platform, it must have the reflex to think about UX/UI. It is about finding a common ground between the goals of your company & the needs of the user. 

Illustration of UX/UI with a person floating next to a mobile screen

What is UX/UI?

UX and UI are two interdependent terms. UX stands for 'user experience', which refers to how a user feels when interacting with a product or service. UI on the other hand, stands for 'user interface' and defines the different touchpoints users use to interact with a digital product. 

For whom is a UX/UI strategy valuable?

As the name suggests, user experience and user interfaces are intended to serve the end user. This can be the end user of any business, B2B or B2C, looking for a platform to appeal to a particular target group. 

The benefits of UX/UI within the company

Next to the end user, different departments within the company are reaping the benefits of this service. For example, if you are doing UX/UI design for an online store, you can generate more sales.

In terms of maintenance too: the less friction for the end user, the easier it is for them to complete the flow. This in turn, reduces the amount of work and time needed for customer support and can also lead to greater trust in your brand

Manage design at scale with design systems

Our design systems in specific are targeted towards larger companies or groups of companies as they often have the need to scale and support multiple brands. 

A Design System is a set of standards to manage design at scale by reducing redundancy while creating a shared language and visual consistency across different pages and channels. It is in essence, a shared investment between designers and developers which gives teams the freedom to rapidly prototype functional code for testing and experimentation.

You must consider UX and UI in every step of your process. It's basically a pair of glasses you put on to look at your platform.

Peter Vanwyck, Functional Analyst

From the moment a company decides that they want a new digital platform, whether it is an app or a fully integrated commerce platform, they must have the reflex to think about UX and UI.

By finding a common ground between the goals of your company and the needs of the user, your goals become automatically easier to reach. 

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Our approach for UX/UI

First, we start with a business analysis. By conducting qualitative and quantitative research, both inside-out as outside-in, we map the needs of your company and its users. Together we define the most important tasks that an end user needs to perform. Whiteboards and post-its are our partner in crime in this phase.

We will then validate these tasks by finding a common ground between the goals of your company and the needs of the user. 

In a next step, concrete features for the solution are defined, prioritized, and validated. 

In this phase things get tangible:

  • Information architecture: This is a broad label that includes whatever assets are needed to define how the website's content and structure are constructed.
  • Wireframes: These skeletons in grey box lay-out contain example content and are used to validate usability and technical functionality. This is also the starting point for the graphic design.
  • Design: This is a visualization of how pages will look. It is used to communicate and discuss design concepts. It is also used as input for front-end page coding.
  • Clickable prototype: This shows a visual representation of the user interface. It offers an interactive experience of the main customer journey(s) and helps to gain agreement for the project.
  • Leading design principles: Lately within UX/UI, we also work with Leading design principles. These are a set of principles that match with your business' beliefs. By doing this exercise, we always have a set of principles that can be used as a guiding tool to create and design the most fitting experience for both your business and its users.

Once we have an approval, we can start on a Minimal Viable Product (MVP) and making it better through various development sprints.

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Why we are your partner for UX/UI

There are a couple of reasons why we are a good partner for a UX/UI strategy trajectory. Not only do we have many experienced profiles for this service, we also value a good discovery and do not think in silos. 

Moreover, thanks to the very close collaboration between our teams, we can put together insights from different backgrounds and use them to arrive at the best final solution for your company. 

Take a look at a few of our best UX/UI cases

Port of Antwerp

Port of Antwerp-Bruges

With The Reference, Port of Antwerp-Bruges has built a composable website where everybody can find the information they are looking for quickly and accurately. 

Vandersanden building facade


Vandersanden is a Belgian producer of bricks, facing bricks, and clickers, both for private homes and the streetscape. They wanted to reposition themselves as a partner in building solutions by focusing more on their services rather than their products.

DPG Media HQ

DPG Media

DPG Media launched a brand-new corporate website that centralizes its Belgian and Dutch brands and activities in a clear way. 

Let's continue the conversation

Did you like what you read? Are you eager to find out how we can help you further? Feel free to reach out, we would love to have a chat. 

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