Research as foundation for valuable products and services

Investigations in human experience and behavior reveal insights to inspire for better design. As a design researcher I support humans to express their fundamental needs, solve complex challenges in the physical and digital world and derive design opportunities to inform product development. The Levels of Knowledge (see picture) illustrate how basic research approaches tackle different forms of people’s expression.


Deliberate minds appreciate two ears and only one mouth. Listen to understand what users say and think to find solutions for defined problems or receive feedback to improve products and services. Allocate users’ expertise, their past experience and customer satisfaction with Informational, Case and Behavioral Based Interviews (STAR) with individuals or a group / panel.


See how users behave in their environment and which tools they use to reveal insights they did not share in interviews. Therefore the interaction with products or people in their working environment can provide further insight. Typical methods for observations are Web Analytics, Social Media Listenings, Psychophysiological Measurements, Usability Testing, Interactive Floor Plans, Heat Maps, Cultural Probes, Diary Studies, Home Visits, Shadowing and many more.


Generative sessions serve to discover and define problems. (Co-)Create with users as one dedicated way to express their past experiences, present feelings and dreams for the future. The use of all human senses does not only serve as a framework for creative expression – the future is made tangible. In re-enactment with mock-ups and their physical created ideas, concepts will be tested and refined interatively.


See some of my basic research principles I follow in Design Research.

Meet users in their context of use.

Listen to prevent unconscious manipulation.

Show don't tell. Make it tangible!

Elevate findings to understand the fundamental needs.

Don't be afraid to fail. Experiment and improve continuously.

Everybody is creative. Collaborate!


Competence Allocation

Organizational Design | Human Resource Assessment

Mystery Shopping

Service Design | Customer Satisfaction Analysis

Intervention X.0

Healthcare | Concept Development

Disruptive Digital Workplace

Science | Psychophysiological Stress Measurement

Future of medical imaging

Innovation | Generative Research

UI Memory

Mobile Design | Gamification




I discover insights, explore possible futures with users and stakeholders to define opportunities and turn vision into reality. All with the involvement of the whole project team.



I ideate and reflect on the interplay of physical and digital beyond screens and reveal discrepancies between expected and actual user behavior. Usability Tests deliver potential for optimization.



I study human behavior in their context of use to identify their motives and needs. Taking cultural differences into account, I deliver holistic guidelines for product development.


Research does not only inform the design of artefacts but also delivers experience, changes workflows, organizational structures and even society. It’s my goal to achieve meaningful transformation in society due to research.

Design as making for artfacts and communication.

Design for value creation through User Experience and Service Design.

Design for organizational transformation e.g. workflow and structure.

Design for social transformation e.g. society and politics.


I offer four types of research: Generative & Explorative Research, Descriptive & Explanatory Research, Evaluative Research and Casual Research. As an independent expert, I do not only advise on proper methodologies, I draw on diverse toolkits to tailor research activities dependent on the context and needs. I know from experience that investments in research can be wasted if the method is not properly defined. With my energetic mind I never surrender to achieve the best possible solution.


The types of research do perfectly match with the well-established design process model ‘Double Diamond’ popularized by the British Design Council in 2005. Whereas Generative Research comes up in an early phase to discover and define the problem, Descriptive and Explanatory Research will help to find solutions for it. After ideas have been deveolped the Evaluative Research clarifies which solutions and how they help the user. With Casual Research product and service usage can be continuously monitored and improved.


The choice of method strongly depends on project phase, existing knowledge and expected outcome. Prior research, ask yourself the following questions:

Which problem do we want to solve?

What is the goal and purpose of our research?

Why does it make sense to research?

Who do we do research for? (target group)

What do we know about the context of our target group and product?

Which solutions will solve our problem?

How do our solutions help the user?

How do users like our product?

How do users interact with our product?



CB [dt. SIBY]

Simplicity is about subtracting the obvious and adding the meaningful.
John Maeda

It’s not my nickname CB [dt. Siby for Sibylle] that adds “the meaningful” to the simplification of usability, it’s the human included therein. As a Design Researcher it is my goal to create value through experience. I strive for valuable products and services.


By committing to humans as my main focus I am able to increase their quality of experiences and therefore create value in their lifes. I offer tailored service design methodologies in order to help humans to express their fundamental needs and to solve complex challenges in the physical and digital world. I derive design opportunities and guidelines to inform product development. I am passionate about my profession. By loving what I do it’s easy to keep an ambitious and energetic mind – decisive since ever. I am straightforward, rooted to the soil and very reliable.

Andrea Brecht,

I am impressed by Sibylle's diplomacy and self-confidence. She knows when to withhold and when to take action. She is passionate about structuring, organizing and advancing solutions, and about bringing together different people and interests. I would like to thank her for her patience, accuracy and perseverance.

Andrea Brecht, Siemens Healthineers, Research & Development, Department of Human Experience (HX), Forchheim, Germany
Claudia Armbrüster

Sibylle distinguishes herself by great dedication, reliability, diligence and high professional interest. (...) She is determined, conceptually strong and eloquent. She follows her tasks and concerns straightforward and responsible at all times.

Claudia Armbrüster Director Experience Design at BCG Digital Ventures, Berlin, Germany
Ina Günther

Sibylle is a very cheerful and extremely motivated person. She shows exceptionally large interest and engagement. Due to her readiness of mind, her highly developed conceptual strength and organizational talent, she is able to cope with totally new situations very quickly.

Ina Günther Professor for Computer Science in Media, University of Applied Sciences Hof, Germany
249 Users Interviewed
47 Prototypes Created
32 Workshops Given
24 Happy Clients