In the digital world, design rules!

the i3r web brand equity model

Designing e-Products is part science, part art, and part collaboration! Researchers, Creative Designers, and Marketers work together to do rapid concept development and prototyping based on consumer research in the lab.

The process is iterative and uses innovative research methods to problem solve as well as create ideas with consumers. New product concepts are generated and tested on the fly. Working prototypes are developed, tested, and revised quickly. The focus is to converge to an optimal solution through an iterative and collaborative process.


information channel

Two hands, one scrolling phone, one holding credit card

Moves a consumer from information processing to decision-making.


interactivity channel

Person holding controller in front of laptop with 3d wireframe render

Engages the consumer in a seamless series of intuitive and smooth interactions.


image channel

Laptop screen with the text 'brand personality and visual identity'

Builds the brand’s personality through visuals, content and copy.

redesigning interactive POS

natural shopping

Respondents are placed in a ‘shopping mindset’ by freely shopping around online.

current tool exposure

Exposes shoppers to the current program and ask them to interact with the content and tools.

concepts exposure

Exposes shoppers to 2 redesigned concepts and gain initial reactions.

innovation exercise

Work as a group to combine preferred elements of each design to create consumers ideal tool.

Papers on a desk, superimposed by a flow chart of the rapid prototyping design process at c3research

usability testing

A website with good usability is intuitive to use, anticipates user needs, and delights the user in the way it meets those needs.

Natural surfing

In order to simulate natural browsing behavior, respondent surfs the web freely as they would normally do at home. An eye tracker is used to record eye gaze.

directed task

Respondent is given various tasks to complete on the client’s site. The respondent is left alone to complete the tasks after the initial instructions are given.

usability interview

After the browsing session is completed, the moderator plays the screen recording and probes the respondent’s behavior on the tasks.

in-depth interview

The session concludes with an open-ended in-depth interview to understand the respondent’s needs and motivations.

UI / CX at the Design Lab

How UX and CX research is conducted

Authentic research requires authentic testing conditions. We regularly “stage” environments in which authentic testing can take place. We also spend a lot of time and energy perfecting the task conditions and instructions to be given during the UX / CX testing sessions.

Hands holding a phone in front of bowl of food

Traditional UX research is conducted in a very obtrusive manner. Not so at the Weblab. We leave the consumer alone to do the tasks while everything is being recorded using Eye Trackers or powerful software that captures the screen and the keystrokes. When using a directed task condition also, we design the study with minimum interference from the researcher.

torso of person working at laptop

We are experts in quantitative and qualitative research. So, we know only too well that qualitative data can exaggerate noncritical information. We, therefore, administer a scientifically created survey right after the consumer ends his session with the interface.

laptop screen with dashboard of charts and graphs

Most UX sessions last two hours. In the first hour, a respondent completes the given tasks. In the second hour, an expert consumer researcher sits alongside the respondent, replaying the recording of the Eye Tracker session. The researcher goes frame by frame, asking questions and probing UX-related themes as well as conducting a deep qualitative interview.

seen through glass reflection, two people talking at their computers in a conference room

UI / UX at the Design Lab

Heatmap of where people look on a webpage

Key insights from the heatmap



  • “Cluttered, too much to look at, too much visual pictures/diagrams”

  • “Very cluttered, difficult to see content.”



  • “Could not find what I was looking for!”

  • “Image menu was hard to manage with the content so close           together.”

Too many clicks to get information

  • “You had to click, click, click (to get info)”

  • “You must hover over each for minimal info, once clicked, more             was displayed”

Related Content

  • ”Really liked the ability to pull other content.”

case studies
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