{"id":71350,"date":"2026-03-27T17:07:07","date_gmt":"2026-03-27T16:07:07","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=71350"},"modified":"2026-04-10T11:56:04","modified_gmt":"2026-04-10T09:56:04","slug":"news-user-insights-and-ux-team","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/news-user-insights-and-ux-team\/","title":{"rendered":"A new mission and a broader vision: eye square User Experience Research is now called User Insights and UX"},"content":{"rendered":"

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”20px”][vc_single_image image=”71356″ img_size=”full” css=”” qode_css_animation=””][vc_empty_space height=”20px”][vc_empty_space height=”20px”][vc_empty_space height=”20px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

Interview with Dr. Julia Nitschke and Carina Lehne de L\u00f3pez Co-Leads Unit User Insights and UX<\/strong><\/h1>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]The first quarter in 2026 kicked off with a big change: our <\/span>\u201cUser Experience Research\u201d\u00a0<\/span>team is now called \u201cUser Insights & UX.\u201d The reason for this evolution is simple: for many years now, our research has gone beyond product-related topics and we’ve adopted a more holistic perspective. With User Insights, we help you better understand your target audience<\/strong> and their needs,<\/strong> enabling you to make the right strategic decisions! Jan Philipp Goertz<\/a> interviewed the two co-leaders of our unit.<\/strong><\/span>[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=””]Q:<\/strong>\u00a0Julia and Carina, thank you for joining us today. To start, could you tell us about your roles at eye square and your expertise in user insights and strategy?<\/p>\n

CL:<\/strong> Thank you for having us! I\u2019m Carina Lehne de L\u00f3pez, Chief Experience Officer and Partner<\/strong><\/a> at eye square. My role focuses on helping businesses understand human experience on a deeper level \u2014 beyond usability or interface design.<\/p>\n

JN:<\/strong> And I am Julia Nitschke, VP Insights and Strategy<\/a><\/strong>. Together, we are heading our User Insights & UX team<\/a><\/strong> and help clients not only optimize their products but also align their strategy and product development with user needs and market trends. We have both consulted our clients from many different industries on all kinds of research matters over many years now.[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_single_image image=”71367″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” css=”” qode_css_animation=”” qode_hover_animation=”zoom_in” link=”https:\/\/www.eye-square.com\/en\/team\/”][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

I saw that you changed your unit\u2019s name and added the term \u201cUser Insights\u201d. Why have you done so, and how does this expand the scope of traditional UX research?<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]JN<\/strong>: The adding of User Insights<\/strong><\/a> reflects our broader focus beyond optimizing specific touchpoints, like improving the UX of an app. In addition to product-focused UX tests, we also explore the bigger picture \u2014 understanding user needs, motivations, and habits before they even engage with a product or service.
\nUser Insights allow businesses to make strategic decisions about product development and roadmap, communication or market positioning based on what really matters to their (potential) users. It usually comes before developing concrete new features or services.<\/p>\n

We have addressed these kinds of research questions for years, but we thought we should finally also show this in our unit name and portfolio, that was focused on UX research<\/a><\/strong> only before.<\/p>\n

CL<\/strong>: But this is not a shift away from UX research: We still also help our clients with a lot of passion to optimize their products with our UX research![\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

Could you explain a bit more in detail what User Insights are?<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]CL<\/strong>: As Julia already mentioned, User Insights go beyond UX research to examine user behavior and preferences on a deeper, strategic level. It’s not just about the “how” of user behavior (e.g., how they use an app) but the “why” behind their actions (e.g., what motivates or prevents them from engaging). Anticipating user needs is crucial in fast-changing markets.<\/p>\n

Typically, companies approach us with research questions or situations like these: Are the personas we currently use internally still valid? We need to know our customers better, so our marketing and communication can become more impactful.<\/p>\n

We then use segmentation studies to identify distinct user groups and their needs, and we map customer journeys to understand interactions across various brand touchpoints.<\/p>\n

A great example is our work for a premium pet food producer, where we helped them tailor their offerings and communication strategies based on distinct user segments, driving better engagement and satisfaction.[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

What methods do you use in User Insights research, and how do they drive value for clients?
\n<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]CL<\/strong>: We usually recommend a combination of qualitative and quantitative methods, e.g.\u00a0 in-depth interviews, online surveys, segmentation studies, and customer journeys.<\/p>\n

For example, we explored the needs of users in the premium kitchen market in North America for a well-known manufacturer of high-end appliances, combining qualitative and quantitative insights to guide their product development and marketing strategies.<\/p>\n

JN:<\/strong> Especially for strategic questions like these, a mixed-methods approach is ideal: qualitative insights to get a real understanding of underlying needs and habits and quantifying to validate the findings and to get an idea about e.g. the potential of an idea.[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=”” css=”.vc_custom_1774625830154{padding-top: 35px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}”][vc_column][vc_empty_space height=”30px”][vc_single_image image=”71374″ img_size=”full” css=”” qode_css_animation=””][vc_empty_space height=”30px”]Explore!<\/a>[vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

AI is changing the way users interact with brands and products. Did this play a role in your thinking? <\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]JN<\/strong>: AI was not a reason to give User Insights more of a stage, but of course AI plays a big role \u2013 for companies, their consumers and how they will interact.<\/p>\n

Carina just mentioned customer journeys, let\u2019s take them as an example: AI shopping agents are going to change user behavior in eCommerce fundamentally. Shopping agents are intelligent systems that assist users in making purchase decisions by searching for products, comparing options, and maybe even completing transactions on their behalf.<\/p>\n

Traditional touchpoints like browsing and searching might be more or less replaced by AI-mediated decision-making. This transformation reduces direct interactions between users and brands. Platforms like Amazon and Walmart are already leveraging AI shopping assistants, showcasing the growing importance of this technology. So, if we explore customer journeys in our research, they are going to change fundamentally in the next years \u2013 and we will also have to adapt our research approaches accordingly.[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

And what other impact does AI have on your research?<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]JN<\/strong>: It also has an impact on the way research works. AI gives us new tools \u2013 such as AI-moderated interviews, evaluation with the help of AI or even predictions instead of \u2018real\u2019 data.<\/p>\n

By the way, we recently had webinars on these aspects: How AI can assist in research and the impact of shopping agents on the customer journey. You can still find the recordings in our Insights section on the website.[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]<\/p>\n

What do you think is coming up next for the User Insights & UX Unit? Could you give me a brief outlook on what lies ahead?<\/strong><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”15px”][vc_column_text css=””]CL:<\/strong>\u00a0Our goal has always been to help businesses make informed, user-centered decisions that drive innovation and create value for their customers. This won\u2019t change in the future. By staying ahead of trends and leveraging cutting-edge research methods, we\u2019re confident we can achieve this. Furthermore, we will see how the market develops and we will embrace that change.<\/p>\n

Ultimately, we will stay curious and be passionate about bringing our clients closer to their users.<\/p>\n

Thank you both for sharing your insights today. It\u2019s been\u2026 a fascinating insight!
\n<\/strong>Julia and Carina: Thank you! It was a pleasure.<\/strong>[\/vc_column_text][vc_empty_space height=”15px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30px”][vc_column_text css=””]<\/p>\n

About<\/strong><\/h2>\n

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Mail: <\/strong>nitschke@eye-square.com<\/strong><\/a>
\nPhone: +49 30 698144-56<\/strong><\/p>\n<\/div>\n<\/div>\n

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