Yellowlab

Yellowlab carries out user and market research, provides customer panels and workshops for pension funds, pension providers and insurers. The goal is to better understand the needs, expectations and wishes of consumers.

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User research as an essential component

We believe that conducting user research is an essential part of digital customer journeys and portals. By talking to customers, testing new ideas and repeating this process continuously, you as a pension fund, administrator or insurer have a good picture of the needs, expectations and wishes of your participants. With the results, you can then better highlight the pension and provide participants with the information they need.

What makes Yellowlab unique?

We are able to convert our findings and outcomes directly into a concrete proposal. By collaborating with designers, IT consultants and developers, we can analyze and realize the impact of research findings. Thus, findings do not remain on the shelf, but become reality. Because of our knowledge and experience in the pension market, we understand the context and challenges the industry faces. This ensures research on current themes, but also discussions with our own clients.

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Gaining insight

To get the right insights, we engage with a selected target group. During interviews, we gain insights into the background, motivations, frustrations and wishes of participants, after which we compile these into personas. Personas help with targeted communication to certain (sub)target groups. As a result, you hit the right chord as an organization and know how to activate your users.

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Yellowlab’s discovery phase

User surveys

Yellowlab works with the discovery methodology. For us, this means that the work is carried out within five work streams, for example, user studies. What is our approach here?

Usability testing

By using usability testing, we make clear where opportunities exist to optimize a tool (design, content and functionality). We look real time with the user and you get insight into what is experienced, seen and what the behavior is in a tool.

System Usability Scale

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The System Usability Score (SUS) is an integral part of a usability test. This figure expresses whether the tool meets the minimum usability requirements that Yellowtail Conclusion sets for its products.

Eyetracking AI technology

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Using AI-eyetracking technology with 94% accuracy, we validate attention performance on the prototype.

Qualitative interviews

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Through in-depth interviews, we discover knowledge, attitudes, desires, frustrations and behaviors of end users. This results in personas that provide specific insight about the end user in relation to the tool. Personas are used for activation and communication purposes, among other things.