Design Psychology is a Unique Team of Psychological Experts

We Apply Knowledge of How Humans Work to Design Products and Services That are Intuitive and Effective to Use

A Unique Team and Skill Set

Design Psychology was founded on a vision to root design development in evidence-based research to benefit from what we already know about how people work. This approach ensures overall better design and more efficient design processes with less risk.

Our unique analysis and design team consists of 18 experts with backgrounds in human factors, psychology, and cognitive linguistics. These skill-sets enables us to help you design much more directly and effectively for how humans work best.

Companies spend vast resources to get to know their customers.
At the same time, they may have little or no understanding of the human basis they design for.
— Rune Nørager, MSc., PhD., CEO

Our Approach to Design

We give you a complete picture with the best from two design approaches:

  1. A User Centred Design (UCD) approach where we explore the needs of people using ethnographic and anthropological tools.

  2. A Human Centred Design (HCD) approach where we ground design strategy and design development deep in the existing expert knowledge about how human beings work.

We anchor the standard Double Diamond development process based on a User Centred Design approach (UCD) into our expert Human Centred Design (HCD) foundation.

Tactical Deployment of Our Vision

From A-Z

We Support the Entire Design Process

Our expert human understanding feeds into the entire design process in different ways.

Design strategy and user insights studies become more robust and operational when we also understand the deep behavioural basis for what users tell us and what we observe. Sometimes part of the answer that companies look for can be found in existing research.

Design development is often idealised as an iterative approach. We like to aim straight for the target with detailed design requirements to steer the design process and operational design guidelines for how to get there.

Operational Design Tools

From Descriptive to Prescriptive Design Input

We are committed to both academic excellence and operational relevance.

We succeed in this approach by having bridged “academia” and design processes with very pragmatic and operational design tools. Our team of human experts have transformed the often inaccessible academic insights into efficient and operational analysis and design tools.

This approach ensures that all phases of a design process - from strategy to implementation - can be anchored deep in robust knowledge.

Testing & Quality Assurance

Data-Driven design and Design Control

We strive to mature design to the same level of quality that characterises natural sciences. Our design input is, therefore, always evidence-based. All aspects of the design process are, therefore linked to theory and data that is scientifically validated.

Furthermore, we always seek to supplement the design process with rich data. In addition to qualitative user data, we strive to both quantify user input and to integrate quantitative data sources. With this, we reduce risk and help provide a robust and detailed decision basis throughout the design process.

Finally, we employ the strict QA design control methodologies used in the pharma industry to ensure full traceability and risk management.

Directors of DPsy Business Units

Rune Nørager. CEO. Human Factors Specialist. Organisational & Strategic UX

Rune Nørager
+45 4041 4422


  • Design & innovation strategies

  • UX & usablity requirement specifications

  • User insights studies & data gathering strategies

  • UX/Usability selling points & data-driven claims

  • Organisational maturation & implementation of UX & Usability (Front-end, R&D, Marketing & Design Development)


  • Healthcare & pharma

  • Consumer products

  • Finance & insurance

  • Governance

  • B2B

Rikke Olsen, Human Factors Specialist. User Experience & Usability Laboratory (UX-Lab)


  • Usability studies (Diagnostic, Formative & summative)

  • Usability test plans

  • Design control

  • Perceptual testing

  • Customer listening studies & internet scraping

See full list of UX-Lab services.


  • Healthcare

  • Medico

  • Pharma

  • Consumer products

  • Finance & insurance

  • Manufacturing

Jon Johansen, Behavioural Solutions Strategist. Behavioural Solutions


  • Patient support programmes

  • Clinical trials: behavioural interventions

  • Patient and HCP insight studies

  • Patient experience

  • UX copywriting

  • Patient communication

  • Disease awareness


  • Pharma

  • Medico

  • Digital health

  • Health tech

  • Private healthcare

  • Public services

  • Patient organisations

Thomas Koester, Human Factors Specialist. Socio-Technical Systems


  • Complex system HFE

  • Safety control and intervention

  • Building and infrastructure ramp-up

  • Built environment UX and human factors

  • Psychometric evaluation and design

  • Workflow analysis and optimisation


  • Hospitals

  • Transportation

  • Energy & offshore

  • Industry, production & shop floors

  • Security

  • Institutions and public spaces

  • Retail and entertainment

The biggest barrier to the success of products and services is ease of use.
Ease of use requires design that is deeply integrated with how people function.
— Rune Nørager, MSc, PhD., CEO