Colorful, playful, human-centered: The UX&I logo comes to life

UX&I stands for a human-centered approach. The semi-autonomous teams do not operate as an agency or as an extension of a client’s operations. UX&I is a UX consulting firm that partners with clients as equals and provides support where genuine added value can be created. Human-centered thinking is embedded at every level: in people’s minds, within project teams, throughout the entire organization, and all the way up to the executive suite. Human-centered work is teamwork.

This is precisely why UX&I isn’t relying on a digitally animated logo presentation, but rather on the experimental approach of the creative agency aerosoap, which sets everyday objects in motion and reinterprets materials and objects. “We design communication tools that speak a universal and emotional language: Using the expressive power of physical processes, we aim to make information visible, tangible, and experiential for the viewer.” says Thomas Wirtz, founder of aerosoap. Like his co-founder Frédéric Wiegand, Wirtz is a communication designer; both are among Germany’s most creative minds. In 2020, they were honored as “Culture and Creative Pilots” on behalf of the Federal Government and the Federal Ministry for Economic Affairs. “When we experiment, we start with what’s already there. The starting point for the UX&I logo production was a remote ‘Flipper Friday’, a format where the team gets together, has breakfast, shares project insights, discusses internal topics, and engages in professional development. For us, it’s the best way to observe what really makes the organization tick,” says Frédéric Wiegand about the creation of the film production.

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Core elements

Purpose-Driven

UX&I’s purpose: “We empower people to shape technology for the benefit of humans.” It impacts the entire ecosystem and provides clarity for recruiting, the team, and projects.

Sociocracy

UX&I thrives on participation. Everyone contributes a piece to the bigger picture and can get involved based on their strengths and preferences. Instead of rules, there are principles that guide our actions.

Dynamism

The circle-based organization thrives on continuous change. Problems are brought to light, processes are optimized, roles are reassigned, feedback is shared, knowledge is gained during non-project time, and people are empowered to get things moving.

Complexity

Client projects are primarily in the B2B sector. They involve complex enterprise software, sometimes in entirely new domains. The essential task: breaking down complexity and making it usable. The essentials must be identified, and functionalities must be visually distilled to their core. A wide range of user questions must be anticipated and addressed within the application without interrupting the user flow.

Fun

It’s all about creating positive experiences. And that starts with collaboration. The UX&I credo: When you have fun at work, you create interfaces that are fun to use. After all, products don’t just have to look good and enable a smooth process, they should also be fun. That’s why we don’t work in isolation, but hand in hand with our clients. And even the smallest workshop starts with an icebreaker question.