The Most Advanced UX-Lab in Europe

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We have one of the most versatile, precise, and valid usability test laboratories that provide the reliable data-driven foundation needed to qualify design. Unknown to many, psychology has a long tradition in testing and quantifying human experiences. Our test and analysis competencies are therefore naturally qualified by our psychological backgrounds. In addition, 1/4 of our team holds formal research backgrounds that further extends our methodological reach.

We, therefore, have the most professional team to carry out the regular usability testing you need regularly. Our clients also rely on UXLab to design and conduct special tests aimed at testing technologies or experience qualities that the regular usability tests cannot.

When it comes to facilities, our lab is naturally also best in class.

Below you will find an outline of the four main types of testing we do:

For test participants you can read about our privacy regulations here (In Danish) ▶︎

Perceptual Testing


For a variety of design challenges, we need to know how users experience the world. For safety-critical design, we measure the perceptual, sensory quality of visual design to pinpoint which colours and graphical design that is most easily discriminated and thus robust towards errors.

SDA provides quantitative data about the robustness of fundamental sensory qualities of your design, i.e., does your design communicate clearly? Many design decisions rest on a holistic evaluation of all design components without a precise understanding of the quality of each individual components (e.g., colour, font, graphics, etc.). SDA gives a quantitative profile of the sensory quality of each of those components and how they may interact in getting your message across.


Personal constrcuts extracts the dimensions along which users experience a particular design. These dimensions are then quantified to reveal the primary qualities that affect user acceptance and preference. PeCo supports both exploring what to design and how to design it right. With PeCo critical design dimensions can be systematically studied and settled in the early phases when design freedom is largest and the cost of design changes the lowest.

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Diagnostic Testing

  • 5-6 persons

  • Lab. / Remote / On-site

  • Root cause analysis

  • Design drivers to improve design

Sometimes during design development, you come across a design problem where users are just not getting it right, and your design team is at a loss what to do. There are likely many ideas but what you need is the root cause understanding and the right solution moving forward. This is where a diagnostic test helps out.

The same problem may arise with products or services that are already launched. You may need a quick fix to mitigate the problem (maybe to avoid a recall).

A diagnostic test can also provide a clear and operational project scoping before moving into a refresh or a line-extension of an existing product or service.

As a supplement to the diagnostic test, we recommend the expert-based UX-Review. The review is based on our detailed expert knowledge of what drives good design. The UX-Review is carried out by two senior UX-experts. All findings and design recommendations are clearly linked to our analysis tool to provide full transparency to avoid “opinion-based” recommendations.

Formative Testing

  • 6-8 persons

  • Lab. / Remote / On-site

  • Root cause analysis

  • Design drivers to improve design

  • Design control

A formative usability test is what most merely refer to as a usability test. Since this kind of usability testing is typically used in the design phase to push design forward - forming it, it should rightly be considered as a formative usability test. This is not just semantics. With the formative test approach comes an often overlooked vital component: design control.

To carry out a meaningful formative usability test, you need to precisely know what requirements you are testing (validating) against. If you are serious about usability testing, you need to have a clear understanding of UX requirements and detail a task analysis that outlines the intended use scenario. If those are not in place, you risk not having a usability test that is optimised to provide the design input needed to push forward.

Read more about design control here: Design Control and Formative Usability Testing.

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Summative Testing

Summative testing is predominantly used in regulated industries such as healthcare where clear documentation is needed that the design lives up to the intended use for all intended uses in the respective uses contexts. We carry out summative testing of devices in the US together with our strategic collaboration partner Insightpd.

However, we also employ summative testing methodologies to document the behavioural interaction qualities of the design. Documented UX claims are part of a business strategy for some of our clients that in addition to outstanding technologies deliver value to their customers be also having exceptional interaction quality.

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Haven’t Found the Test You Look For?

The above was just a sample of the most common test types we use.

In addtion, we have many other specialised tools that can inspect your design and provide both qualitative and quantitative data to support your design decisions.

Reach out to our Director of uxLab for questions about any test or measurement need you may have.

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Our UX-Lab team have several PhDs and regularly teach university students in usability testing and data analysis. You can learn to use our toolbox in our uxCampus Master Class: Usability Testing.
— Rikke Olsen, Director of UX-Lab.