We help you achieve 4 transformations


Are you confident that you are building the right thing?

Is there really a need for your product?

Do you know your customers?

Discovery research creates a deep understanding of people’s behaviors and needs — the Who, What, and Why. Validation ensures that your product meets a real need in a viable market. We help you understand people and problems, identify and validate solutions, and clarify your product’s purpose.

Here is how we work with you


Great innovation begins with understanding people. We inform your strategy and design parameters for products and services by providing an understanding of end-users, the context of use, and identifying unmet needs.

Our team, all PhD qualified researchers, will do the hard work for you. We roll up our sleeves and get “into the field”– studying people in their natural context to understand their lived reality, challenges, and opportunities to improve their lives.

Discovery research delivers thick, rich data about people. The insights generated answer questions about the problem or market opportunity. They help you clarify and articulate a project’s reason for being, answering the questions:

“What should I build?” or “Are we building the right thing?”

We synthesize findings into reports, personas, UX scenarios, and storyboards that bring their experience to life. This creates empathy and aligns the product and design teams to the people that matter the most –your users.


Concept validation helps assess the viability of product ideas before they enter the real world. This critical step helps ensure you are building the right product or service.

Our experts will use evaluative methods to validate both the problem and the posed solution. These techniques will help answer four key validation questions:

  1. Is the problem real?
  2. Does your idea solve a problem?
  3. Is there a market?
  4. Does anyone care enough to buy?

We will then use data from discovery and validation to create a product market fit scorecard.

The outcome of validation is evidence to inform the decision to iterate, pivot, or persevere with your concept. If and when your concept is validated, you gain confidence—knowing that the problem is real and that your solution meets user needs. This is an early indicator of product market fit.

Product Workshops

Workshops are intensive collaborative sessions used to solve problems and enable progress on a particular challenge. They are one of the most common methods of working together on product design.

Our team works with stakeholders to define project goals, generate ideas, and develop product concepts in a creative, participatory environment.

We also facilitate co-creation workshops that engage all stakeholders (users, designers, managers etc.) in design activities. These bring the voice of the customer directly to the team, and help them think outside the box. These highly innovative workshops often result in new ideas and pivotal shifts to the product roadmap.

The length of each workshop varies based on project needs, scope, and stakeholder availability.


How do you know what is or isn’t working?

Can people figure out how to use your product?

How do you create a better user experience?

We leverage user experience research (UXR) evaluative methods to identify what is and isn’t working. Our UX and content design experts then help create efficient, effective, and satisfying product experiences that users can understand and adopt easily.

Here is how we work with you

UX Audit

A UX audit is an expert review of a product by two design professionals with a robust knowledge of design heuristics and a keen eye.

Our experts go through the critical user paths and identify UX errors that appear in these flows. We use a variety of methods, tools and metrics to analyze where a product is going wrong (or right). Each error is assigned to the appropriate category, receives a priority, and its description is supplemented with illustrations and recommendations for correcting it.

After this stage, you will know what errors occur on the tested paths, which errors require immediate repair, and recommendations for how they can be made.

Evaluative Research

If you want to build a product right, or have any questions why your product is not performing as well as you expect, then evaluative research is the answer.

We partner with you to build products and services that are effective, efficient, and satisfying by applying the principles of human-centered design. Our experts explore, test, and help improve the user experience from concept through release, and beyond.

Evaluative research saves you time and money by finding and fixing flaws early and keeping your team connected to the needs and desires of your end users.

Our experts design careful experiments to observe users as they complete real-life tasks using your product or service. These tests answer questions such as:

  • What’s the optimal way to organize information for your users? 
  • Are proposed design solutions usable?
  • Are my customers satisfied with their product experience?
  • How can the user experience be improved?
  • How do we compare to competitors?
Experience Design: User Flows

We design experiences that engage and satisfy users. Our experts apply design psychology and prototyping skills to connect with human needs and desires, making your product or service experience seamless and intuitive.

This begins by defining user need stories and the functional scope of the product. We then create user flows — diagrams that display the path a user takes when using a product to meet their goals. They show the user’s movement through the product, mapping out every step the user takes – from entry point through to the final interaction.

At Rill Insights we use flow sketching and mapping to look at the whole picture, before creating prototypes or interface design. When working with products that are already developed, flow diagrams allows us to understand any friction points customers may be facing. They help to build the product backlog and set priorities for the development stage.

Experience Design: Prototyping

Prototyping is the iterative cycle of thinking, making, and observing so you can get fast feedback on design ideas and rapidly adapt the product.

Our experts build on user flows to create Low-fidelity (lo-fi) mockups – simple and low-tech concepts of the product in the form of testable artifacts that you can then use to collect and analyze feedback in the early stages.

Lo-fidelity prototypes help focus on the most important aspects of the product – function and logic – instead of thinking about visuals and interactions. They allow for quick, real time iterations and are accessible – there is no need for a special software or technical skills. All these features make them a perfect tool for participatory UX workshops and brainstorming sessions.

Once the core functionality is laid out, we partner with your design team or one of our affiliates to raise the fidelity to look and feel like the final product. We then test these interactive prototypes to ensure that the product meets user needs and has a smooth, intuitive user experience. This is the final stage before handing the product off to the development team.

Content Design

Great content improves sales, adoption, and ease of use. We can help you craft user-friendly content and clear messaging that lands with the target audience, from UX writing to case studies, presentations, and more.

For existing products, we begin with a site-wide content audit and identify areas for improvement. With new products, we work with you to determine what content is required and how to deliver it.

Our experts will then create a strategy and design content that align to user and business needs. We’ll help you develop content standards and guidelines, facilitate the strategy with your team, and implement governance that maintains brand and voice consistency.

Our services ensure that:

  1. Users find and understand the content they need when they visit your site.
  2. Your content reflects your organizational values across all touch points.
  3. You have a workflow to create and maintain content over time.


How do you build the right products, efficiently?

What is human-centered design and how can it help?

How do you conduct research effectively?

Transforming how people work together removes barriers and fosters alignment. We help co-create and implement a strategy that improves culture, process, and technology to support your efforts. We’ll get your team up to speed too with ongoing training and support.

Here is how we work with you

Strategic Audit

Our initial engagement is a comprehensive assessment and analysis of where you are now and where you want to be in the future. Our experts will identify the company’s core processes to understand strengths, weaknesses, and pain points. We will then review existing requitements and technologies to develop a comprehensive understanding of the businesses’ capabilities and needs.

We present our findings and recommendations, highlight key themes, and provide multiple options for courses of action. Together we align on the best next step for your organization.

You get clarity, establish priorities, set expectations, and create an initial plan to enhance your research and product operations.

You will be able to use the results of the Audit to design your own operational systems, should you wish to do so at this point.

Optimize Operations

Optimizing operations begins by co-creating a product strategy that will improve the quality and speed of product development. We will build lean processes to efficiently define, validate, and evaluate ideas, ensuring that design decisions are backed by evidence.

Our experts will then do a cost benefit analysis of tooling and workflow options, providing recommendations and pricing for three options.

Once a choice is made, we will help implement new product and research operations, establishing workflows and governance of the new system.

Throughout this process, we participate with all stakeholders to drive quality-focused product releases. Our enablement efforts include training, mentoring, and support services until your team is skilled and confident.

Streamlined product and research operations create alignment on the Why, increases productivity and speed, and fosters a growth mindset. It also mitigates risk and saves money by eliminating waste.

Centralize Research

Product leaders and managers need information at their fingertips to make informed decisions. Their teams need a place to keep everything organized and tools to enable their research efforts.

We help you centralize information in a repository that makes it easy to access research projects, review customer feedback, and share insights across the organization.

Our experts will help you choose and implement a research system that includes a repository, efficient qualitative analysis tools, and a participant management database that makes it easier to find and track the right people for your studies. 

We offer complementary training and support to ensure these tools are used effectively.

Centralizing research efforts and insights is an integral part of a mature product operations, and will increase your product and research teams’ efficiency by at least 30%. Moreover, it creates alignment on the Why and makes life easier for everyone.


How do you make your customers happy?

What are they struggling with? 

How do you get the voice of the customer to the product team?


Capturing the voice of the customer helps keep a finger on the pulse of the customer experience — vital for experience management and continuous discovery. We help you develop a CX strategy and set up channels where customers can give feedback and bring that voice directly to the people who need it.

Here is how we work with you

CX Strategy

We help you keep a finger on the pulse of the customer experience by co-creating a CX strategy to gather and centralize insights from listening posts across the customer journey.

Our experts begin with an audit to understand your business needs, internal resources, and capacity. Together we define a CX vision and key metrics that align with your business goals.

We then do a cost-benefit analysis of tooling and workflow options, providing recommendations and pricing for three options. Once a choice is made, we will help implement the strategy, establishing workflows and governance of the new system.

Actively engaging your customers is fundamental to any customer-centric organization, and a win-win for everyone. Your customers will be happier knowing that you listen and take action on their feedback. For the business, a focus on the customer experience helps the product team continually release enhancements and features that customers want.

CX Research

Customer-centric organizations continuously listen to and analyze feedback to better understand and manage the customer experience.

Our team supports your CX strategy by conducting research to define the customer journey and the moments that matter–key touchpoints where you can improve their experience.

We then help design and launch survey programs across these touchpoints in your tool of choice. Each survey collects key metrics such as NPS or CSAT, and qualitative feedback.

As part of an ongoing support offering, our team can help review and synthesize feedback in dashboards and reports. We can also manage the tools, direct actionable feedback to the Product team, and facilitate regular review sessions.

Defining the customer journey and evaluating their experience at key touchpoints, enables an organization to better manage the relationship. Gathering and synthesizing feedback also helps the product teams understand what they need to improve, and informs the roadmap.